How To Host An Effective Client Appreciation Event For Your MSP

Robin RobinsMSP Marketing

As an MSP owner, you understand the importance of maintaining strong relationships with your clients while also looking for opportunities to generate new leads. Let’s explore how you can plan and execute a successful client appreciation event that not only shows your clients you value them but also helps you grow your business.

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Defining Success

First things first: what does success look like for your event? You need to be clear on what outcomes you’re after and why. Are you looking to simply appreciate your clients, or do you also want to generate new leads and re-engage with unconverted ones? For example, when we host our networking referral events, we aim to make our clients feel appreciated while also getting them to bring potential leads. It’s all about creating an environment where your clients and leads can interact, which often results in a high conversion rate.

Targeting The Right Audience

Getting the right mix of attendees is crucial. You don’t want to just invite your existing clients. Go a step further and market to your unconverted leads. Reach out to people you’ve had consultations with but who didn’t buy, and invite them as VIP guests. This gives them a chance to see your operations and meet your satisfied clients, which can be very persuasive.

Additionally, ask your clients to bring a colleague, another business owner, or even a vendor they trust. For instance, if I were attending a local event and was asked to bring a vendor, I’d think of Joe Sessions, our printer who does an amazing job. Setting this expectation ensures you get a good mix of attendees and potentially new leads.

Creating A Compelling Event

Now, let’s talk about making your event attractive and valuable. It’s not enough to just have a gathering; you need to provide something extra. Whether it’s educational components, networking opportunities, or both, make sure there’s clear value.

For example, if you’re hosting a wine tasting, don’t just have wine—bring in a sommelier to educate attendees. Or maybe organize a business networking event where attendees can meet other CEOs. Adding these elements makes the event more engaging and worthwhile.

And don’t underestimate the power of local celebrities. They don’t have to be big names like Jay Leno or Magic Johnson. Even a local TV or radio personality can draw a crowd. I remember a financial advisor who hired Dave Ramsey for a dinner workshop; the room was packed beyond capacity because of his local fame. Think creatively about who could attract attendees in your area.

Leveraging Sponsorships

Sponsorships can significantly enhance your event and help manage costs. Approach your vendors and partners for sponsorship opportunities. Use our MDF (Market Development Fund) guide to identify potential sponsors. This is how we managed to have high-profile speakers at our events without breaking the bank.

For instance, if you’re planning a tasting event, distributors might be willing to sponsor it since it helps them sell their products. This not only reduces your costs but also adds credibility to your event.

Ensuring Smooth Event Execution

Planning and logistics are key to a smooth event. Make sure you have a proper registration mechanism in place. Have someone at the door to greet attendees and give them their badges. This might seem simple, but it’s critical. I’ve seen events where people didn’t know who was who because there was no proper check-in process.

If your office is impressive, consider giving tours. Station staff members at various points to introduce themselves and explain their roles. This not only showcases your workspace but also gives a personal touch.

Another great idea is setting up a testimonial station. Ask happy clients to share their experiences on video during the event. These testimonials are invaluable for future marketing efforts.

Engaging And Following Up With Attendees

Engagement doesn’t stop once the event starts. Introduce your unconverted leads to happy clients. For example, if you have a lead named Rob, take him over to meet Debbie, a long-time client. Facilitate conversations that highlight your services’ benefits.

Remember, the event isn’t about making a hard sell. It’s about building relationships. Make brief introductions, keep the atmosphere relaxed, and avoid heavy pitches. After the event, follow up with attendees to see if they’d like to schedule a discovery call. This follow-up is crucial for converting leads into clients.


Hosting a client appreciation event can be a powerful tool for MSPs. By defining your goals, targeting the right audience, creating a compelling event, leveraging sponsorships, ensuring smooth execution, and engaging with attendees, you can make these events a cornerstone of your marketing strategy.

So, start planning your next client appreciation event with these tips in mind. I’m confident that with the right approach, you’ll see fantastic results. If you have any questions or need further assistance, feel free to reach out. Here’s to your success!

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