Building Connections for Repeat Business: How to Maintain Client Loyalty

It’s no secret that repeat business can be hard to come by in the special events industry. Weddings, bar mitzvahs, retirement parties — these types of events typically happen once or maybe twice for a family, but they likely won’t be knocking on your door for the same celebration every year.

With that said, repeat business is achievable in the events industry — especially for caterers. All you have to do is look in the right places and sell your services accordingly. It’s all about building loyalty with your current clients so that they sing your praises and consider your company for other types of events.

Here are a few ways to nurture your client relationships to build repeat business. 

Start with your product

Of course, the number one key to getting clients to return is to provide high quality that they can’t get anywhere else. If their wedding guests were raving about the hors d’oeuvres for weeks after, there’s a good chance you’ll be top of mind when it comes time to host a baby shower or holiday party. Even the best customer service can’t overcome a poorly made meal, so ensure that you are providing five-star dishes with premium ingredients. 

Branch out to corporate (if you haven’t already)

For those that spend more time on the social event side of the industry, consider expanding your services to the corporate sphere. Businesses are hosting events far more regularly than a couple or a family, so professional clients will bring you a fair share of galas, awards ceremonies, customer appreciation events, trade shows, and the like. Corporate events also tend to have a longer guest list, which exposes your brand far and wide.

Consider your clients’ needs

Part of building loyalty is forming a real relationship with your clients. Get to know who they are, what makes them tick, and what they’re most passionate about in life. Learn about their careers and families, while considering how you can support them in the future. Perhaps your client’s retirement party will impress the company’s CEO and you’ll earn a new corporate client. On the flip side, maybe your corporate gala menu wins over an engaged couple that went back for seconds. The more you know about your clients, the better you can serve all of their needs.

Keep in touch

If you want to stay top of mind with past clients, you can’t disappear from their lives after their event. Follow them on social media and show them some love from time to time. Better yet, share pictures of their event on an anniversary or as a #TBT — when they see you’ve tagged them in it, they’ll be thrilled by the recognition and transported back to that special day. Email follow-ups and holiday cards are also a great way to stay in touch. If you see that a past wedding client is expecting their first child, send a congratulatory card! The idea is to be present without coming across as needy — be there and let them come to you.

With some strategic positioning and genuine relationship-building, you can transform a client base full of one-offs to a thriving group of clients that keep coming back for more.