Having just assisted a client in organising their 8th annual golf day at Foxhills Golf Club, and ear-wigged a very interesting conversation between the organiser and one attendee, I was really interested to hear some pearls of wisdom, so I thought I would share them with you!
Detail, Detail, Detail
So we all know the key to successful corporate events is in the detail, whatever the event. After eight years of running the same golf event, I re-check and re-check spellings of names on the scorecard and scoreboard. I re-check everybody’s handicap and what tee they are teeing off first (if a shot gun start). For any event organiser this is all standard, but I even have a check list of what I need to bring on the day and what needs to go on the registration table. An important point too is to make sure that if there are only 3 out of 4 golfers, there is a calculation to work out a score assuming 4 persons. It would be a pretty poor golf day, if those three did play particularly well and they couldn’t be in the running for a prize.
Confirmation Of Who’s Coming
Whether it’s done by the event organiser or the client themselves, the personal call, confirming their attendance, is most important. This re-iterates to the client that they presume they can attend and also to field any last minute queries the client has.
One thing I did find particularly interesting was I overheard one client saying how beneficial it was to get the full attendance sheet through of golfers on the day. This is not only beneficial for networking opportunities, with the emphasis more on not just a jolly out of the office but gives staff a reason to be out of the office, but also there may be a few personality issues which are quickly deflected.
On The Day
Yes we all know it’s important to be there right at the start to make sure everything is ready for when the clients arrive. However, going the extra mile does make all the difference and attendees do notice.
This, again, was highlighted in a conversation I overheard. He expressed how the company hosting the event were so hands-on. Every member of staff was there (before anybody guests had arrived) wearing their logo’d polo shirts, so when guests/players arrived, the account manager would welcome and most importantly introduce the person to the other players in their team. For somebody turning up, who perhaps doesn’t know their account manager and doesn’t know anybody there, this instantly puts them at ease for a most enjoyable day.
One player who was obviously somebody who did the golf circuit (handicap of 5 – hate him!) said that he loved attending this particular golf day, the client were so friendly, great golf course and yes he had to drive all the way back to Yorkshire that night. That shows pretty good dedication for a supplier I would say.
However, no matter how successful a corporate event is run and managed, it is the relationship either built up before the event or on the event, which will determine the future success of corporate hospitality thereafter.