Hosting client events virtually: Business Development and Marketing Subcommittee guide, May 2021

Rachel Kennedy
Ropes & Gray, London
rachel.kennedy@ropesgray.com

Social distancing and travel restrictions means attending face-to-face conferences and networking events are on pause for the near future. More and more events and conferences are becoming virtual, which means a change in tactics when it comes to hosting, attending and networking.

Set out below are hints and tips on hosting successful virtual client social events:

Planning

• Create a concept and key goal for the social event that will appeal to your client audience. Your events coordinator will have broad experience arranging virtual social events and will be able to provide a range of ideas.
• Before sending invitations check with your events coordinator that there are no other clashing events planned or local holidays that would interfere with attendance.
• Virtual events provide the opportunity to connect client contacts and colleagues from different time zones, but ensure the time chosen works for each location. For social events, schedule your get-together around traditional gathering times – such as lunch, afternoon tea or cocktail hour – to help keep the atmosphere relaxed.
• Keep virtual gatherings small where possible to encourage conversation flow. Eight or fewer will allow for everyone to socialise with each other. For larger gatherings, consider structuring the event to include smaller virtual break-out rooms to allow for enhanced interaction.
• Schedule the event for 60–90 minutes which allows the group to warm up and bond in the virtual environment and wrap up before Zoom fatigue sets in.
• Make sure you understand the technology you need, such as Zoom, and test your arrangements in advance and ensure that invitees also have access. The events coordinator should liaise with your IT colleagues to support you on the technical IT arrangements.
• Consider sending a care package ahead of the event to personalise the hospitality. Your events coordinator can advise on appropriate options.

At the event

• As host, receive guests as you would at and in person social event. Open the session 5–10 minutes before the start time to be ready to welcome early-comers. Act as a host and make virtual introductions as necessary.
• Start the event as host by introducing yourself with a mix of professional and personal details, setting the tone for the rest of the introductions. Invite others to introduce themselves similarly.
• Keep things light and social and encourage the regular conversation and story telling that you’d have at an equivalent in person event. This is a time to relax, chat and listen to clients.
• If appropriate as an ice-breaker, implement a fun challenge.
• Ninety minutes tends to be the outer limit before Zoom fatigue sets in so wrap up the gathering on time.

After the event

• Follow up with a brief email of thanks to attendees.
• Offer to help connect attendees to connect with other attendees, including your colleagues, if appropriate.