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Strategic Corporate Entertaining Yields Profitable Results

Dallas, TX – Strategic entertaining may seem like an oxymoron when, in fact, it can be a powerful business tool, according to Ashley Forbes Kellogg, president of ForbesRobinson, a Dallas-based special events management company.

“I believe that because of the very nature of entertaining, it’s not taken seriously as a strategic practice,” said Forbes. “However, all companies entertain on some level and that the key to ensuring a return on investment is to approach it in a deliberate way as a business development tool.”

Forbes says you must have a plan in place that targets the right guests, delivers on your intent and helps you realize your goals. Anytime you are a host, whether your guests are eight people around a table at a charity event or 1000 employees, you have an opportunity to entertain and demonstrate what you value.

How do you get the most for the money you are already spending on entertaining?

“There are three main factors and the first is to be clear about your purpose. In my experience, there are essentially two reasons that companies entertain: to demonstrate appreciation or to sell a product or service. Cloaking an ‘ask’ in the guise of a ‘thank you’ is a waste of resources. A guest must know why you are entertaining them,” she said.

Secondly, there must be solid, thoughtful planning and seamless execution. “Execution must appear to be effortless. Knowing what your guests will notice and appreciate is the key to success.”

Finally, attention must be paid to small, personal touches. “Gracious hosts know that mastering the quiet gesture often yields the most impact,” said Forbes, “Because it demonstrates that you’re paying attention.”

Forbes says the ability to deliver the quiet gesture requires planning, strategies and systems woven into your organization’s processes.

She recalled a time she planned and executed an event for a luxury homebuilder in which potential buyers could view specifications for $2 million homes. “The challenge was that the homes were yet to be constructed so the builder could only show diagrams and photographs: snapshots of what ‘might’ be. Upon reviewing the proposal for the sales event, the builder asked why I was recommending purchasing high-quality napkins. I answered that that’s the only thing the guests would touch of ‘real’ quality.”

A low-cost example of mastering the small gesture is to develop a database of persons to target. Populate this database with vital information about each person and anecdotal notations. For example, if Rob is a potential client, note that Rob’s wife name is Betty and that his son just made Eagle Scout.

“How powerful will it be when Rob attends the next company reception and the CEO asks him how his wife, Betty, is doing or congratulates him on his son making Eagle Scout?” asked Forbes.

What is the bottom line for my business?

“At the end of the day, it’s not about being lavish or over the top but about elegant, thoughtful efficiency and money well spent.”

“Corporate America has come to realize that the personal high touch, the quiet gesture is an effective tool for recruiting and retaining high caliber talent and attracting and retaining your selected client base,” she said.

“Regardless of what kind of event you are planning, the key to positively impacting your bottom line is to approach entertaining strategically and to be at all times the gracious host.”

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ForbesRobinson is a special events management and consulting company based in Dallas, TX. With more than 50 years’ experience, ForbesRobinson plans and seamlessly executes social, non-profit and corporate events. For business clients, ForbesRobinson provides project management and creative consulting services for conferences, dinners, events and meetings.

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