42 . Glasgow Business October 2014


HOSPITABL ARE YOU BEING


Entertaining clients is becoming a serious business as part of focused marketing plans


C


orporate hospitality is big business, and geting bigger all the time. Te market has strengthened in recent years as companies have recovered


from the recession and seen the benefit of puting more thought – and cash – into entertaining existing customers, prospective clients, suppliers or media contacts. Events such as this year’s Commonwealth


Games in Glasgow and the Ryder Cup at Gleneagles have contributed to boosting corporate hospitality packages. A free day out at the football, racecourse or


maybe even an evening at the theatre has become common for many people in business. For the corporate hospitality host, it’s an opportunity to enhance relations with their chosen guests, and to do some informal face-to-face marketing in a more relaxed, non-sales environment. But as corporate hospitality has developed,


it is increasingly being seen, not so much as a sideline to occasionally promote your business or your brand, but as an essential part of your marketing spend, and worthwhile allocating a separate budget to.


Corporate hospitality has also become


more deliverable in terms of measuring a return on investment (ROI). Companies have begun to apply standard business disciplines to their hospitality packages, identifying what was most likely to appeal to their clients and understanding how this could be used as part of a focused marketing plan. Te range of events being considered for


corporate hospitality has also broadened out from the traditional sporting occasion to now include anything and everything from cultural events to spa treatments.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60