An effective client marketing programme has an annual cycle with two layers. The first layer: one larger annual event where all clients come together, a summer party, an end-of-year gathering or a themed event. Budget: €20,000 to €60,000.
The second layer: two to four smaller, intimate events per year for specific customer segments, top clients, new clients, strategic partners. Budget per event: €3,000 to €10,000. The smaller events have on average the highest impact per client because they are more personal.
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