Are you part of a luxury car company? Is this your first time holding a client event? Do you know the basics of creating a successful corporate affair?
If you don’t have any clue as to how luxury car companies hold their client events, then read on. From getting the help of a reputable digital branding agency to looking for appropriate venues, we share with you some helpful basic tips for creating a memorable client event that is on-brand and on point.
Luxury car companies are not just selling automobiles; it is about the whole ownership experience. More than the badge, it is the perception of driving a car that has top-class features and a pedigree of sophistication and class.
Many aspire to drive luxury cars. From elegant executive sedans to heart-stopping sports cars, these are the wheels that dreams are made of. From the striking good looks of the exteriors to the opulence of the interior cabin, everything is made with careful consideration and exquisite craftsmanship.
While different luxury car companies have different branding identities – their focus may be on safety, technology, performance, or sheer lavish luxuries – they typically share a common desire to please the people who patronize their products.
If you find yourself working for a luxury car company and it is your first time handling a client event, you have to brace yourself. It is not as simple as planning a regular party. There are specific considerations and peculiarities that you have to bear in mind.
Of course, it will seriously help if you can work together with an experienced branding company. Their expertise in helping you marry the branding requirements with current realities will be especially helpful in carrying out your task and achieving success.
From doing market research to making decisions on whether you want racing events, luxury travel auctions, or some other personalized client appreciation event, here are some very basic tips for formulating your plan, executing it without a hitch, and conquering your goals:
1. Devise a Strategy Based on the Mission and Vision
The first thing to do is to create a strategy. It must be a sound plan that includes your business and branding goals. Everything must be aligned with the brand mission and vision. Why are you doing this event? What do you plan to accomplish? Is it primarily a branding or selling event?
Your plans should see to it that the client event is presented according to the company’s branding guidelines. It should carry the same tone of voice and talk to the ideal target market. Normally, there are global guidelines that are already in place, but if you are launching a client event in the local market, then local considerations must also be taken into account.
It will be ideal if you can seek the services of a branding agency that can be your one-stop shop for your branding and communication needs. From advertising, corporate branding and naming, digital services down to the most minute details of your corporate stationery or report design, their insight and industry exposure can bring to the table innovative, research-backed, and sustainable solutions.
2. Choose a Theme and Venue
Based on your overall event plan, choose an appropriate theme and venue for the event.
If it’s a car launch, for example, then think of a theme that best suits the personality of the car. A coupé can use a city concept or an SUV can use a rough-and-rugged theme. If it’s just a client appreciation event, then maybe you can tie it in with your company’s anniversary. It can also have a seasonal theme such as a Christmas or New Year bash.
Where you hold the event will also figure in how “luxurious” your party can be. Popular options for venues are five-star restaurants (that should be booked exclusively for the party), luxury yachts, high-end resorts, or even private residences where a person of distinction acts as your host. Other out-of-the-box ideas include all-expense paid jaunts to private islands, glamping (glamorous camping) experiences, or for the more adventurous clients, destination drives to extreme adventure spots.
3. Set a Budget
After finalizing your event plan, then you can draft the budget.
While you have to keep in mind the audience that you are preparing the event for, you also have to remind yourself of the bottom line. Your budget must be cost-effective and include how you can get a decent return on your investment.
Once your budget is approved, you can then move on and prepare for your event.
4. Roll Out Your Plan
Aside from choosing the venue, preparing the food and beverages to be served, creating the program, booking any entertainment or production numbers, and purchasing tokens, you must also include rolling out your communications.
From save-the-date notices and invitations to thank-you cards and other client correspondence, check if you also need to digitize other forms of communication. Your guest list can already be stored on a tablet, for instance. You should also see if you can use digital technology when presenting your vehicle or if there’s any audio-visual production that you need to present during the event.
Delegate as much as you can, but call for regular meetings to check if everyone is on schedule. Do not forget to do final rehearsals and run-throughs just to see if there is anything that you may have overlooked.
5. Measure the Results
Conduct a post-event evaluation within your company. The feedback will be helpful next time you need to throw a client event again. In some instances, such as a product launch, you can send out an electronic survey to the guests,for example, to ask for their thoughts and suggestions.
You can also measure the results in terms of the number of inquiries, leads generated or even the numbers of cars sold during and immediately after the event. If you have invited some media members (although some launches conduct a separate media event), you can also measure the media values generated through PR.
When you want to achieve a spectacular result for your client event, it would be best to ask for assistance from the experts. Brand strategy agencies can tap from their experience and apply their expertise to help you gain a better understanding of your market. This way, you can also devise a sound plan and execute it with great finesse.