Something to remember you by?

Most successful business people believe that doing business is about managing relationships. But, before you can manage a relationship, you'll need to establish and build one.

The core purpose of corporate hospitality is to create an environment in which key relationships can be established, developed and burnished. Sometimes the event will have a strong business focus (the new model launch) while other events will be almost pure entertainment (an afternoon at the Rugby match).

And, while people are always looking for new ideas to make their hospitality memorable, it may not be so much the ideas as the manner in which they are executed that will make the difference between a mundane and a memorable event. Anything that the client has not done before will be new. There are also a few principles that need to be observed, whatever event or venue is chosen as the vehicle for your hospitality.

The perfect client match?

Match the experience to the target audience. Obviously there would be no point in inviting young systems designers to an event based around a trip to the Lincolnshire bulb fields; it just would not be their thing. However, a trip to the Three Valleys in January might just appeal to those same youngsters. But even with such an apparently focused event you might still need to be selective. A group of middle aged winter sports enthusiasts would probably enjoy skiing while the younger ones (especially the males) would more likely be into snowboarding. Remember, you want the event to be memorable for them, not you.

While it's tempting to invite everybody with whom you deal to the same event, remember that some will be of more value to you than others. Restrict numbers to those to whom you can attribute the most profit or whose business you really want to secure and then you'll have more available to pay for an outstanding and memorable event. For the others, a lower key event will still provide an opportunity for you to meet and greet without the need to spend half of the margin generated by their business.

Get the value equation right

Quality is important. If you want people to believe that you value them then you'll have to lavish some value on them. Not just a lot of money but also the value of some thought. When it really matters, an exclusive or rare event can add heaps of additional perceived value. For instance, a trip to Silverstone for the Formula One Grand Prix weekend will certainly cost a lot but the clients you take to such a weekend will remember it and will talk about it - and you - for months or years after. And they will talk about you because, for some events, especially sporting related events, part of the kudos is to have been considered important enough to be invited.

If you're thinking of sports hospitality, it's worth talking to a specialist in this area, Passport 2 Sport (www.passport2sport.co.uk). Their events teams understand the tremendous thrill of live sports events, and will design hospitality days packed with well thought-out and classy extras guaranteed to make your client feel special.

Part of the event may be meeting celebrities associated with the event or venue. But make sure that they are known faces. If you are booking an event in a sporting location, ask whether there are likely to be some real "stars" around, even for a short time. Funnily enough, with speakers as opposed to celebrities, it is not necessary for the person to be known - and often the most interesting talks come from non-celebs with great life-stories to tell. (After all, what does a 19 year-old footballer or golfer really have to say?)

Many of those who speak at corporate hospitality events awaken interest simply from the title of their presentation. I recently heard a great after lunch talk entitled 'Memoirs of a bill posters bucket'. For a certain age group, it evoked memories of the Beatles, the Summer of Love, the assassination of President Kennedy and the first shows organised by the Stringfellow brothers; it created a lot of laughter which, in turn, bonded relationships as no other glue can. (Even the description of the poster glue was funny.)

Dare to be different

But perhaps you are really looking for something different. Regular readers may refer back to the July 2004 edition of DeskDemon Express in which we looked at a number of unusual venues in which to entertain. To go one further and seek unusual experiences, try a champagne breakfast in a hot air balloon. One of the largest operators, Virgin Balloon, operates from scores of sites around the country and can cater for groups from two to 19. The perfect way to start (or end - flights also go in the evening) an important day.

Red Letter Days may well be familiar as the company that arranges special treat days out for presents but they also offer corporate hospitality packages with a difference. White water rafting, skydiving or, for less than hyperactive guests, a dusk flight on the London Eye followed by dinner and entertainment on a Thames cruise.

But, perhaps you have to arrange an 'old style' party, in which case, you'll have to work hard to make it memorable. Twizzle (yes, that's really the name) will arrange an event with a magician, or a mind reader, a stilt walker, jugglers, fire-eaters, a fortune teller, a fakir (complete with bed of nails) or even a pickpocket - trust me, it is entertaining. You can have a look-alike "celebrity" to mingle with guests, photo-imaging to create personal T-shirt mementoes and music of every description.

Creativity makes a mark

In today's market, almost any event can become a corporate hospitality vehicle, you usually only have to ask because very few organisations will refuse your money. Use your imagination and remember, it doesn't have to be champagne and canapés; some guests might appreciate a more "hands on" experience. What about a day clearing a canal followed by an evening trip on that same canal and the night spent at a comfortable canal side inn? It will take a bit of organising but, for the right people, will be worth it. Or a cumulative annual event, each year walking a couple of the Munroes followed by a night at Gleneagles? Or a day's deerstalking in the Highlands (photographic only) followed by a night's luxury camping? Or a trip to an arts festival with tickets to events and accommodation in the local luxury hotel?

You know your clients: think what they would appreciate and then give them something to remember you by.