Customer events that engage – 7 tips for a successful event
A customer event is an event where a company invites customers or partners to strengthen the relationship, show something new or say thank you. It can be a breakfast, a customer meetup, a launch or a whole customer day. Here you get seven tips for a customer event that engages, a checklist for before, during and after, and advice on invitations and registration. In Paloma you take registrations from up to 80 participants per event for free.
Meeting customers face to face is one of the most powerful ways to build long-term relationships. Many companies have comparable products, so you need to stand out and create added value. A well-thought-out customer event gives you the chance to strengthen the brand, create new business and make loyal customers feel truly appreciated. It also lets your customers and partners make new contacts through the event. With an event platform you can gather registrations, send confirmations and follow up participants before and after the event.
How do you do it in a way that feels professional, genuine and not like yet another dull sandwich mingle? How do you organize a customer event that people actually remember (and talk about)?
A customer event does not need to be expensive or spectacular to make an impression, but it does need to be well thought out, personal and valuable.
1. Start with the purpose: why are you doing this?
A customer event is a specific type of corporate event where the focus is on deepening the relationship with existing and potential customers. If you are planning a broader event for employees, partners or industry peers, you can read our larger guide to corporate events.
2. Make the event entertaining: even if the topic is dry
A successful customer event is not only informative, it is fun too. Feel free to combine business with pleasure; let the guests take part in valuable knowledge, but make sure it happens in an environment that offers laughter, surprises or inspiration. It can be a fun speaker, live music or interactive elements.
3. Create an invitation that tempts: not just informs
Your digital invitation and registration page are often the first impression. Make sure they both inform (time, venue, dress code, price) and inspire (what does the guest get out of coming?). Use pictures, a personal tone and preferably a clear theme. Make it easy to share on social media. To lower the threshold for taking part, it is important to have a simple registration page for your event.
With an event platform for registrations and event sign-up it becomes easier to gather participants, handle information and create a smooth experience from invitation to follow-up.
4. Make room for meetings: not just the program
Relationships are built in the breaks. Plan in time for mingling, small talk and spontaneous conversations. That is often where the real magic happens; whether it is between you and a customer, or between two guests who have never met before.
5. Collect data: in a respectful way
When people sign up, take the opportunity to collect relevant information (with consent, of course). It can be contact details, areas of interest or feedback after the event. It makes it easier to follow up in a relevant way and gives you valuable insights for future events.
6. Deliver: even if not everything goes to plan
Things can always go wrong. But if you are present, flexible and show commitment, the guests will remember the feeling, not the details. Make sure someone always keeps track of the technology, times and speakers, but do not be afraid to improvise if needed.
7. Follow up quickly: strike while the iron is hot
Send a thank-you email with pictures or highlights. Post on social media and tag participants. Feel free to send out a short survey, not only to collect feedback, but to show that you care. Also suggest the next step: perhaps booking a meeting, taking part in the next event or trying your service.
Customer event checklist
Use the list as support when you plan. It follows the same order as the tips above.
Before: decide the purpose and target audience, choose the date and venue, set a last day for registration, send the invitation in good time, check that the registration works on phones and plan a reminder the day before.
During: check in the guests when they arrive, make sure someone welcomes people at the door, leave time for conversation between program items and note who did not show up.
After: send a thank-you within a couple of days, share pictures and material, ask for feedback and book the next step with the customers who showed interest.
Plan customer events with the right tools
A successful customer event is not only about the content on the day itself. It is also about how easy it is to invite the right people, take registrations, send confirmations and follow up afterward. With an event platform you can gather the whole flow in one place and create a better experience for both the organizer and the participants.
Do you want to make it easier to invite, take registrations and follow up participants? Read more about Paloma's event platform for registrations and event sign-up.
Learn more in our comprehensive guide on how to plan a corporate event
How to take registrations for the customer event
A customer event stands or falls with who comes. That is why it pays to make registration easy and to remind people in time.
This is how it works in Paloma: you send the invitation by email, the guest signs up in a form and gets a confirmation automatically. Everyone registered ends up in a participant list that updates in real time. The day before you send a reminder by SMS, and on site you check in the guests with the app. Afterward you send thank-yous and follow-up to the same list.
The free account includes up to 80 participants per event, which is enough for most customer meetups.
Frequently asked questions about customer events
What is a customer event?
A customer event is an event where companies invite customers or partners to strengthen relationships, present news or create new business opportunities. It can be anything from a breakfast seminar to a larger customer meetup or product launch.
What makes a customer event successful?
A successful customer event has a clear purpose, relevant content and an environment that encourages meetings between participants. It does not need to be big or expensive, but it should be well planned and give the participants clear value.
How do you invite people to a customer event?
Most companies use digital invitations by email or newsletter. The most important thing is that it is easy to sign up and that the information is clear. With an event platform you can gather registrations, send confirmations and handle participants smoothly.
How do you follow up a customer event?
After a customer event it is good to send a thank-you email, share pictures from the event and ask for feedback. A short survey can give valuable insights for future events and help you continue the dialogue with the participants.
How do you plan a customer event?
Start with the purpose. Decide what the participants should get out of the event and then plan the content, venue, invitation and follow-up based on that. A clear theme and a simple registration process make a big difference.
How big does a customer event need to be?
A customer event does not need to be big to have an effect. Smaller events with the right target audience can often create better conversations, stronger relationships and more business opportunities than big gatherings. The most important thing is that the content is relevant to the participants.
What is the difference between a customer event and a customer meetup?
The words are often used for the same thing. A customer meetup usually means a smaller and simpler meeting, for example a breakfast, while a customer event can be anything from an evening to a whole customer day.
Can you take registrations for a customer event for free?
Yes. With Paloma's free account you take registrations from up to 80 participants per event, with a confirmation and a participant list.
How do you get more people to come to the customer event?
Invite in good time, make registration simple and send a reminder the day before, preferably by SMS. A personal invitation from the person who knows the customer usually gives the best results.
Plan your customer event for free
The invitation, registration, participant list and reminders in the same tool. The free account includes up to 80 participants per event.
Create a free accountThis guide is about customer events: purpose, invitation, execution and follow-up. Paloma is a Swedish platform for events, newsletters and SMS that has been around since 2003.