Running a successful client event

Hosting your first ever client event would be a nerve-wracking prospect for many agents, but during a pandemic, and at a time when the Omicron variant was spreading rapidly, the pressure was especially intense.

This was the situation Swords Travel associate David Knight was in after meticulously planning a travel show for late January. “Doing my first event during the pandemic was brave, and a real learning curve,” he admits.

Knight joined Swords Travel in 2019 as a homeworker, and began planning the travel show in November 2021, in a bid to drive enquiries from his local area of Essex. “It was a real opportunity, as sadly lots of local travel agencies had closed down during the pandemic,” he explains.

ATTRACTING INTEREST

People were encouraged to pre-register their attendance and Knight distributed 4,500 leaflets to local homes, highlighting the “Covid-secure environment”, a charity raffle and the range of suppliers at the London Chigwell Prince Regent Hotel.

Knight distributed posters locally and promoted the show on local parenting Facebook groups and via a paid promotion with an Essex-based Instagram influencer.

Venue hire was Knight’s biggest expense at £750, with an additional £75 for hot drinks. He charged suppliers for attendance, which covered the majority of costs, alongside a contribution from Swords Travel and £70 from Knight.

The event took place between 10.30am and 4pm on 23 January, attracting 44 pre-registered guests and 12 walk-ins. "I would have liked more people but financially it was worth it," Knight says. There [are] also 4,500 flyers in local homes, which is massive for brand awareness.”

Suppliers included Classic Collection Holidays, Club Med, Cyplon Holidays, Domes Resorts, Gold Medal, Iberostar Hotels & Resorts, If Only, Inghams, Inside Asia Tours, MSC Cruises and Virgin Voyages.

“It was the first event in two years for many suppliers, and I didn’t want there to be any overlap between them,” Knight explains.

Alongside donating prizes for a charity raffle, Knight also asked suppliers for exclusive experiences for anyone booking within seven days. Classic Collection offered free airport lounge passes and Inside Asia promoted a complimentary cooking class. 

Knight is now working on five enquiries from the day. These include a multigenerational family interested in Florida with Gold Medal and an enquiry for a Vietnam twin-centre honeymoon with Inside Asia.

HOSTING IN A PANDEMIC

Knight says pandemic-era events require understanding, flexibility and intense planning. “I started planning in November and didn’t realise Omicron would rear its head,” he adds. While the venue had the capacity for 24 suppliers, Knight opted for just 11, to ease any concerns about crowded spaces. He also had a back-up date arranged and “planned for every eventuality”.

Swords Travel has hosted virtual and physical events, but this was Knight’s first experience. For others planning their inaugural event, he advises: “Get a strong business plan together, work out your finances and plan early. Planning is really stressful, but the buzz on the day is great and getting brand awareness in the local area is key.”

Knight is now considering a second event, adding: “Next time I will start four weeks earlier, as I had sleepless nights. I will pick a niche, maybe cruise, and do it in a smaller venue.”