The Pro

Name: Jennifer Sherlock
Title: President
Company: Jenna Communications LLC
Bio: A former morning news anchor and TV reporter for NBC40 outside Atlantic City, NJ, Jennifer Sherlock established Jenna Communications LLC, a Philadelphia-based PR agency, in 2007.

Size Doesn’t Matter
“Every company should be hosting client appreciation events. It could be a way to bring in new clients, or a way to thank existing ones. We’ll ask invitees to bring one guest who’s also a potential client. You want to treat them. You can also add a charity component. And make sure you really think about any self-promos you’ll be giving away; they shouldn’t be cheap because you want to impress and thank clients and prospects.”

Offer More Than Just Dinner
“You want to put your best foot forward and make a good impression. We’ll often do gift bags, with swag like T-shirts and S’well bottles that go fast. Remember to keep the audience in mind. Sometimes I’ll even recommend that the host company has live music or something fun like a mechanical bull, so guests are making memories.”

Get Creative With the Venue
“You can definitely have it in your office space if it’s big enough. Or consider a Monday or Tuesday night at a restaurant or bar, or a new coworking space. They might be able to use some PR as well. See if a restaurant or bar will give out free drink tickets, or have a one-hour open bar. Find one that will work with you. If you have 100 people, that’s more than a normal crowd for a restaurant on a Monday night. Maybe they’ll even go in on the swag with you, or you offer to share your email list with them. There are a lot of fun places that are perfect for these events: Urban Axes (axe-throwing), iFly and Escape Rooms, Golf & Social (an indoor golf course where you can test your golf swing in VR) and SPiN, a ping-pong social club that hosts corporate events. Don’t forget about tours of breweries.”

Host Them Regularly
“I recommend these events once a month so people don’t forget the brand, especially if you’re a new company or new to the area. But make sure you change it up and keep it fresh. It’s nice to have some kind of budget – even if it’s small – for food and drink, maybe music. You want attendees to remember the event and keep coming back. It encourages face-to-face interaction in a time when so many people hide behind their desks.”

Be Strategic With the Guest List
“Focus on select groups. Separate VIP nights from more general events. VIP night should be very specific, while general can be a grand opening or a big anniversary party. And reach out personally to people to invite them. We’ll send out an invite in our emailed newsletter, but we’ll also do personalized, targeted email invites. We might also hand-deliver them for an extra-special touch.”

Be Creative With Controlling Costs
“If you add a charity event component, part of the proceeds can help with costs. The DJ or photographer will often give you a discount if it’s an official charity event. Maybe you share your email list with them so they’re also getting business at the end of the day. If you have a family member who’s a photographer or caterer, use them. Take a look at all your personal resources.”

Don’t Forget the Follow-Up
“During the event, we’ll ask people to work the door and collect emails so we can send out thank yous. Then after the event, you can send out a digital acknowledgement. Make sure it’s personalized. If you had a photographer or a photo booth, include the link in the follow-up so they can view the night. They’re more likely to want to work with you when they remember and have memories of the event. A raffle is a way to incentivize opening an email. Tell them to keep an eye out because you’ll be announcing the winner by email. You can see who opens it by asking them to send you a new client who will get a free 30-minute consultation and in exchange the attendee gets a gift, like a discount or a giveaway. It gets the communication rolling and it also thanks them for their time.”