The Event is Never About the Event

One thing I've learned in 30 years of performing at golf events is: "the event is never about the event."

We say it's a customer golf retreat and everyone knows we're going to play golf, give some presentations, eat some good meals, have some drinks, and enjoy a great "hang" with our friends. 

But that's not our real purpose in hosting event.

We want to:

  • Create a sense of camaraderie and connection between customers and executives

  • Build being a customer into our client's identity by creating the "people like us do stuff like this, and we're glad you're one of us" feeling.

  • Help executives conversations about problems our existing clients.

  • Show clients and prospects how other people like them are successfully solving their problems with our products.

  • Start conversations between existing users and prospective users about how our products "really work in their particular case."

  • Restart lost deals and customers.

  • Create referral opportunities

Hosting a smooth golf tournament, awards ceremonies, presentations, excellent hotels, and delicious food and beverage are table-stakes.  Everyone's going to have that. 

What you plan  beyond that, however, is what builds the identity, starts the conversations, creates the stories, and positions your company as truly different.  

  • What shared experiences will people develop trust and rapport around?

  • What will starts conversations between strangers?

  • What reduces the "fun thing / work thing" formality, so people can open up and be honest with each other?

  • What experiences will we have during this event that will start conversations with our people after the event?  

  • What referral opportunities are we creating during this event? What will they tell their friends? Colleagues? 

What mechanisms have you build into your event to make sure you get the results you want (rather than the results you've come to expect)?

  • How does your entertainment support your wider goals and objectives for the event?

  • How much time did you spend talking with them about what you expect to achieve at this event?

  • How did they plan to adjust or adapt their performance to help accomplish your objective?

THAT might be worth a conversation.

 

Mike Duseberg