How to Leave a Lasting Impression with Your Events VIPs
In the world of corporate external events, creating impact doesn’t stop when the final session ends. It can be difficult to stand out from the crowd of brands competing for the attention of a select few. The most memorable experiences continue long after your guests have left the venue.
What’s the secret? Personalization, thoughtfulness, and intentional touchpoints that extend beyond the event. Our philosophy is best summed up in the book Never Lose a Customer Again by Joey Coleman. The best gifts and experiences aren’t about your brand; they’re about your audience. They should reflect their lifestyle, preferences, and values, making them feel deeply seen and appreciated. That’s the mindset that turns a successful event or interaction into a long-term relationship. So, how do you get there?c
1. Ditch the Branded Swag, Give Them Something They’ll Use Daily
When it comes to external events, especially with VIPs and key clients, skip the water bottles with your logo. Instead, think elevated and useful:
For those guests who spend most of their time on a plane, premium noise-canceling headphones, luxury travel accessories, or their favorite snacks for the plane ride home.
For those guests who are family-oriented: a blanket for movie night, a custom board game, or a day pack filled with items for the park.
For your guests who are foodies: artisanal home goods that match their lifestyle, monogrammed kitchenware, or a personalized blend of spices.
This is one of the most powerful takeaways from Joey Coleman’s work: A branded gift reminds someone of your company. A thoughtful gift reminds them how your company made them feel. When the gift is personal and usable, it triggers a connection to you and your brand every time they use it, not just a one-time novelty.
2. Keep the Experience Going with a Post-Event Surprise
Most guests expect to receive something upon arrival at an event—amenities in hotel rooms, thank-you cards at check-in, or swag bag stations. But the real magic? A surprise that arrives after they’ve returned home.
At Bash Creative, one of our favorite moves was curating a post-event gift that tied back to the experience. We sent personalized carry-on luggage (including a lifetime warranty) that was waiting for our clients at home after a successful event, together with a note that read “May our continued partnership accelerate our success and take us many places Away together. Reliably by your side, Bash Creative.” It was a nod to their extensive travel schedules and a symbol of the journey we took together. The impact? It created buzz, an unexpected wow moment, and solidified a lasting emotional connection. On top of that, every time they pack, board a plane, deplane, and unpack, we have an opportunity to come to their minds.
3. Personalize Touchpoints for Greater Impact
Before your event, consider how you can personalize the VIP experience. For external audiences. We feel the bookend approach is the most successful. This might look like:
A brief call or message from an executive sponsor welcoming them to the event prior to arrival.
A suite amenity tailored to their preferences—think regional wines, favorite snacks, or a coffee table book tied to their industry.
Session tracks or networking pods are curated to their goals or business challenges.
Post-event, follow up with photos featuring them in action, personalized recaps and introductions, or a gift with thank-you notes that reference their role or contribution.
Your events are more than just well-executed productions, they’re an opportunity to create deep brand loyalty and trust. Strategic, thoughtful gifting and surprise moments leave a lasting impression and drive up your value.
We’ve helped countless clients build gifting strategies that extend the brand experience. Whether it’s through elevated packaging, custom messaging, or gifts tailored to guest personas, this small detail yields big ROI.
Bash Creative is an event planning company that specializes in incredible gatherings that go beyond just great design. We’re known for teasing out smart goals for your event and serving up a stylish execution that will keep your guests buzzing. Located in San Francisco, but often found in New York, Austin, Las Vegas, Miami, and beyond.