August 2021

FUNCTION VENUES
INDUSTRY COMMENT
Business Events
Fresh Air Thinking on
Loyalty
Andrew White says now is not the time to discount but to think
about a rebate on total annual spend for business events
THE MARKET is back, apparently. Without
doubt it depends on who you talk to and the
type of venue in question.
City centres are struggling and London,
particularly where the inbound tourist
market is, is only just starting to open
again. Fresh air is the hot ticket and it’s a
key decider for corporates as they plan to
restart their events. Unique and historic
venues have always been favourites for the
corporate – add in acres of space and it’s a
double tick.
However, as the UK reopens and Covid
abates, cities will become more combative
with their offers for corporate events. So
how can countryside venues hold onto their
current heightened demand?
Having ‘demand’ implies that things
will be less rate conscious. Rather like the
housing market during the stamp duty
holiday – why discount when demand is
high? What you are far better to do is to look
at clients’ total demand for events:
• Where are the other events that clients are
putting on?
• Could your venue potentially host all of
them or a proportion of them?
• Ultimately, what is the total demand you
could host?
GETTY IMAGES
Rather than hosting one or two of a client's
events, work towards becoming a preferred
event supplier. And at this point you could
start thinking of a discount or a rebate on
their total annual spend. It’s a win-win
situation where you gain loyalty, and your
client achieves a cost saving.
WORKING WITH AN AGENT
This tactic, that all the hotel and venue
chains use, is particularly useful to bring
into play with an agent who will be pushing
for increased commission. Find out the
agent’s total demand for your local area –
understand the competitors they are working
with and what business you could convert
from these competitors. Agents regularly
work to override agreements and it’s a surefire
way of gaining more business.
The one thing the pandemic taught us is
the value of relationships and support. It’s
important to show this with your clients,
whether it’s through a regular newsletter,
client events or a drop to their office to
remind them you are there. People buy
people and you will be astounded at the
power of relationships in the events sector.
Exclusive Collection, a group of independent
countryside hotels, has created an exemplary
network of event professionals. The network
not only drives business to Exclusive, but
it has also built relationships and business
opportunities with each other, and the
members share best practices between
themselves meaning loyalty is at an all-time
high.
Offering a discount now will only lead
to undermining your rates longer term.
Countryside venues are at a huge advantage
and should be spending time understanding
and developing relationships with their
current and past clients, as well as gleaning
what their competitor set is up to.
By building relationships, even shaking
hands (who’d have thought it!), it will have
an enormous impact on demand. Regularly
remind potential clients of your location,
history and surroundings and you’ll see
business enquire, confirm and repay.
Your biggest asset is your location and, let’s
face it, what’s the cost of fresh air?
BELOW: Pennyhill Park, one of Exclusive
Collection’s independent countryside hotels
where customer loyalty is at an all-time high
ABOUT THE AUTHOR
Andrew White is MD of Triggerfish Communications,
a specialist in helping heritage venues and leisure
attractions build awareness and market share in the
business of events. www.triggerfish.co.uk
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