There is no better venue than a VIP special event to showcase your best products and services. While these events are more effort, don’t lose sight of the referrals you may obtain and the satisfied guests you will impress with a job well done. The end result will be business growth in a shrinking economy.
Event planners are known for presenting distinctive events to ensure the festivity is memorable. These show-stopping events might be award ceremonies, balls and masquerades, celebrity golf tournaments, professional sports events, charity events and entertainment openings and wrap parties.
According to the Merriam-Webster dictionary, a VIP, or very important person, is someone of great influence or prestige, especially a high official with special privileges. Examples include celebrities, athletes, heads of state/heads of government, major employers, high rollers, politicians, high-level corporate officers, wealthy individuals, or any other notable person who receives special treatment.
PREPARATION COUNTS
Privacy policies and discretion are extremely important. Event planners must know you are trustworthy to put VIP guests in your hands.
You should take the extra time to ask plenty of questions about the event, audience, expectations, logistics and theme. It is imperative you make quality — even luxurious — recommendations. Event planners are looking for over-the-top service and amenities that will impress their guests.
While budget plays a big role, an experienced event planner knows about return on investment. The goal is a memorable event that will have guests talking for years to come. Their job is to create buzz and to pick up publicity. When customers — or VIP guests — are dissatisfied, they typically tell nine other people. It’s critical for word-of-mouth around the event to be as positive as possible.
If event planners try to cut corners, don’t be afraid to stand your ground on the proper amount of units, portable sinks, hand sanitizing stations, and anything else they will need to accommodate guests. The events — and your reputation — are at stake. No guest wants to pay hundreds of dollars to attend a spectacular VIP event only to be in line for the restroom the entire time.
ENHANCE THE EXPERIENCE
This is the time to pull out all the stops and offer all the comforts of home. Create a pleasant environment with pleasing fragrance and fresh flowers. Showcase your upgraded spacious units or restroom trailers. Depending on the guest list, don’t forget wheelchair-accessible units or baby-changing stations.
Reputation is your biggest asset, so use VIP special events to your advantage. Guests expect to be pampered. Offer flushing units, interior lighting, warm water sinks and all the extras. Other ideas:
• Provide friendly attendants in clean, pressed uniforms.
• Upgrade bathroom tissue to two-ply sheets. Include facial tissue and higher quality paper towels.
• Remove barriers to entry. Avoid mud puddles, large trucks, or other annoying obstacles from blocking units.
• Consider adding potted plants or welcome mats around your units. Work with the event planner to make sure your display fits into the overall theme and decor.
• Keep air flowing and make certain restrooms always smell fresh.
• Place a sticker on restroom doors or mirror with an 800 “emergency service” number. Encourage calls from guests.
FOLLOW-UP IS KEY
Attend VIP events you serve, or put a reliable manager in charge. No matter what, make certain the event planner has a number where you can be reached if a problem arises.
Take time to meet with planners after every event — assess what went well and what needs improvement next time while it is fresh in your memory. Your sincere interest in their feedback will create customer satisfaction, and lead to a loyal and lasting relationship.
Apologize if something went wrong. For the sake of your business, many times this means apologizing even if it’s not your fault or a failure of your equipment. Your reputation and retaining VIP special events is most important, because your next big client may be sitting in the audience.
Don’t forget to tell your customers how much you appreciate their business and loyalty. Send a “thank-you’’ card after each event. And, why stop there? Send a holiday or anniversary card each year to celebrate another year of doing business together. This way they will always remember you for the next event.
A FINAL WORD
There is no better marketing for a business than happy clients. Time, commitment, reliability, trust, good communication and standing by your word will foster a successful relationship. This will help ensure you will be the first business called for the next VIP special event.
