35 Useful Content Marketing Tools for Beginners and Pros [Infographic]

Storytelling and useful content are what sell. It really is that simple.

But like anything that makes us better, it has many layers that take us from a starting place to a successful ending place. And, if you are in any area of marketing, there really are no better sources of information than Social Media Today, subscribe and let me know if you find it valuable!

We are all drawn to a good story…

The article below was written my Mark Walker-Ford and I am reposting as he wrote it.

Are you looking for ways to improve your content marketing strategy? Want to know the content marketing tools you can use to grow your small business?

The team from PageTraffic share 35 tools you should consider in this infographic.

They break them down into the following categories:

  • Content research
  • Content organization
  • Content creation
  • Content promotion
  • Content marketing analytics
Infographic lists a range of content tools

Tips for Online Sessions – after watching too many awful presentations!

These tips come from too many days of online sessions and wishing the presenters knew to do the following:

These 2017 'polar bear plunge' pics will give you chills
  • Follow the CALL rule: 1. Camera – look into the camera which is the ‘eye’ of your audience. 2. Audio – if we can’t hear you then nothing else matters – get a separate microphone. For less than $100 it will make the biggest difference. 3. Lighting – you should face the light so it reflects on your face. Use your cell in selfie mode to walk around and choose the best spot before you get online. 4. Location – look behind you – that is what will appeal to, or distract, your audience.
  • Choose the right software. Zoom is by far the best, accomodates the most attendees and gives lots of flexibility for the presenters and the participants.
  • Have an agenda! Use the 3-step system: first tell the audience who you are, how you can be contacted and what you are going to cover, step 2 is to give your presentation and finally step 3 do a wrap-up.
  • Leave time for Q&A – seems like all these webinars start by saying there will be a Q&A and then they run over and the Q&A is cut out.
  • Have a title slide for your company name, the topic you are covering, your name and contact information.

Best things I have seen:

  1. One magazine that has been hosting webinars lately has 3 different audience polls that are interpersed between the presentations – very effective and gives the host an idea of the audience interest level. Also good for a few laughs!
  2. A Brady Bunch screen that has two or more participants with open microphones who go back and forth during the presentation – very effective.

Summary – when the presenter/s have followed the CALL rules (and we are not watching from below their chin level!), when there is an agenda, our expectations are managed and we get a complete presentation – then the time is very well spent.

 

Outlook 2021 – #1 in a series for Realtors, Commercial Brokers and Delivery Services

A crisis can be clarifying – be the leader.

What a customer is thinking when they see this sign:
And? What are you offering me if you are closed? Delivery? Good health or thanks? Tell me what’s next – do not waste this opportunity to communicate!

Does it seem like too much of corporate America is just stuck?  Still telling us they are trying and how hard it is for them? 

I keep waiting for some company to grab this opportunity by the throat and take advantage of the huge opportunities right in front of them.

During this quarantine and all that this virus has brought with it – marketers have a first-row seat to guide clients and their organization on how to flip this whole narrative on its back and taking over as a leader of what is to come.

Like what for instance?  Here are three quick ideas for 3 industries… more to come in future blogs.

Realtors – the paradigm has shifted, again.  With full-time in-home living and time to analyze and talk about future needs… here are some conclusions buyers are coming to:

  • Families are looking for new homes that have features previously considered to be for retirees.  As one parent of 3 elementary school children told me “if we have learned one thing during this quarantine our retirement is going to look a lot like this, minus the kids.  Our dream house is starting to look like our yesterday home.  We are thinking of a whole new way of living, and that to us means a house we can grow old in.”
  • Professionals are realizing work from home is absolutely their future, and the 9 to 5/Monday through Friday schedule will be gone too.  That means that offices in quiet sections of the home, with doors and a view of the outdoors will be high priorities.  In this case, the office priority might change the open concept mantra, and mean a bigger home.
  • Deliveries will mean adaptations and structural changes too.  Secure delivery areas, maybe even a refrigeration delivery area.  That means technology for notifications and security rise up in the features of the next home for many buyers.

Commercial Real Estate Brokers – you have been selling the same thing with a similar message for decades.  Location and square feet are just not going to be enough anymore.  You need to sell innovation and trust – why should I go to an office or a brick and mortar store when I do not need to?  The shopping experience was gone long before this pandemic and offices have simply not kept up with what the worker wants.

Change your story now.  Tell me why I should want to come to your location- have you updated the air systems to improve air quality?  Have you made it easier or better for me to come to work or shop?  How are you showing me you care if I am here?  For too many years I would have been glad if someone acknowledged I was even in their store – yes this customer matters more than repositioning that mannequin.

Do you know in Asia businessmen want to have offices near their children’s school and near medical facilities – families matter.  What is your location near?  Where is their beauty and nature?  How is your wi-fi and where are places to eat? 

Delivery services – right now you are the most impersonal, personal service possible.  No personalization of what we are ordering or when. From your website to the person who drops off the goods and hauls back to their delivery van – there is a different person every time.  No communication.  You are all looking the same, and more of a necessity than a choice. 

Do you want us to keep using your services?  Then build a connection!  Even a note of thanks in with the delivery, a small sample of something new you sell and some form of uniformity with your drivers and delivery people so you have brand recognition. 

There are much bigger ideas, but these are easy to implement, practically free and the window of opportunity for you is closing.

Big flashing light – use this time to think ahead and use what has been presented. All consumers want the same thing – to think it mattered that they chose your services, chose you as their Realtor or worked/shopped in your location. 

The opportunities are here, they are big, they are a pivot to a new mind set. You are ready for this – you can be the leader instead of a loser.

Designing Future Business – Hire a PR Pro To Curate Your Unique POV

With the litany of tasks and costs that come with running a business, should you prioritize hiring professional publicity? What can you expect to get in return? We asked five publicists and designers, and the answer is more concrete than you think (even the publicists told us there is a wrong time to hire them). Here’s exactly how to figure out when it makes sense to hire PR and when it’s better to go it alone.

Hire a publicist when…

You want to tell the story of your business

“As long as there’s a story to tell, we’ll have PR,” says Ari Heckman, founding partner and CEO of ASH. “It’s about brand awareness.” No matter where you are in your career, a publicist’s job is to tell people who you are as a designer. And there’s more at stake than just reputation. Sarah Natkins, head of Camron US, tells AD PRO that PR is key to growing your business and boosting your bottom line. “Building awareness in a smart and strategic way can have a huge impact,” she says. ”If done in the right way, it can help expand a studio, and drive the right business.”

This doesn’t just apply to emerging designers; the right messaging can also help more established firms reach a new clientele. “A great publicist is especially helpful if you’re trying to speak to a particular audience or get the message out about a product you’re creating,” Heckman says.

How will you know when your PR strategy is working? Laura Bindloss, founder of Nylon Consulting, says although everyone’s business goals are different, you should regularly see your name in a variety of publications. “You want a real smattering and you want it consistently,” she says. “You want coverage monthly that can range from quotes to full features, and you want it in a variety of outlets. You want to be positioned as an expert in your field.”

You have a point of view

In order for a publicist to do their best work, Natkins says a designer needs to have a clear brand identity and know who their ideal client is, although they don’t need every detail hammered out. “A good publicist will work with you to help figure this out, and then develop a media strategy that communicates your vision,” she says.

Sarah Barnard, principal at Sarah Barnard Designs (WELL AP, LEED AP), doesn’t currently work with PR, but she credits a previous publicist with encouraging her to craft a specific message and find a niche in the market. Says Barnard, “We really care about a few specific things and those are the things we repeatedly stand on, come back to, and share.”

Bindloss says her firm, Nylon Consulting, wouldn’t take on a client who didn’t have a strong point of view and a professional website. “The first place we’re going to drive people is your website, and if your website isn’t communicating what we’re trying to pitch, there’s no point in paying us because you’re going to lose the customer when they get to your site.”

You have work to show off (and plenty of projects in the pipeline)

Publicists need finished work to publicize, so wait to hire one until you have plenty of projects under your belt and can hit the ground running. “Ideally, you want to hit a critical mass of work,” says Bindloss. “Enough to give a publicist so that they can run for six months with everything you have currently.” Usually, this means between five and 10 projects that are photographed and ready to publish, with several more lined up over the next six to 12 months. Remember, there’s no benefit to paying a monthly retainer until you can fully take advantage of a publicist’s time and expertise.

You’re better off on your own if…

You can’t comfortably float the fee

“Don’t hire a publicist if it’s a cost that’s going to keep you up at night,” says Bindloss. Although fees depend on the scope of the work, she says, it’s usually about the price of hiring a full-time employee. “Don’t think about PR as a monthly retainer but as an annual cost, like you would be bringing head count into the firm.”

Natkins agrees that monthly retainers tend to vary significantly, depending on what that client needs. “A small firm might start in the 6K range, a more established studio could be upwards of 10K, and a large firm with many projects around the world would go up from there,” she says.

If that sounds too spendy for your business right now, it’s probably best to wait until you have the cash to do it right. Publicity really is a “get what you pay for” service, says Heckman. “Probably like anything else in life, working with a publicist is a good idea if you work with a good publicist. I don’t know that it would have any value if you were just to hire anyone.”

You haven’t found someone you really connect with

A publicist can make or break your reputation, so be sure you take the time to find the right person. “Wait until you find someone you really trust,” says Bindloss. “This is someone who represents you to the press, so make sure you’re proud to have them speaking on your behalf.”

Heckman, whose firm, ASH, has been represented by M18 public relations for the past seven years, says they chose to work together because of a similar culture. “Our companies were aligned, both in their history and trajectory, and shared values,” he says. And, he points out, it’s a two-way street. Just as you’re searching for a firm to represent you, most publicists want to sign clients with a similar worldview. “A good firm is not just going to take on a retainer from any client. They realize that their credibility as a mouthpiece for their clients is based on who their collection of clients are.”

In fact, Heckman says, you can use a firm’s current client list as a guide to help evaluate if it’s a good match for you. “Probably one of the best ways that someone can go about identifying which firm they want to work with, is to find a firm with clients who share your vision, growth strategy, and aesthetic.”

You’re happy to multitask

“There is the small road also, for those who have the fortitude to do it,” says Barnard. As the owner of a small design studio, she prefers the grassroots approach over professional PR, because the authenticity is more representative of the actual experience her clients will have. “The primary benefit is I’ve maintained control over how I present myself to the world because it really is me. An overly polished, less personalized, sterile presence wouldn’t be a match for what they [the clients] are getting anyway. That level of refinement is not real.”

And some social butterflies just love the hustle. Gail Davis, principal at Gail Davis Designs, says she loves meeting people at events, and she’s gotten many opportunities by simply striking up a conversation. “You need to be authentically nice to people, not looking to get something, because you never know who will think about you for a job,” she says. “That’s how it has really worked out for me. We can all benefit by helping each other.”

Both designers stress that, especially if you forgo PR, professional photography is something you should never skimp on. “Snapshots on a job site for your Instagram feed—totally,” Barnard says, “but when it comes time to document your finished work, always hire a professional architectural photographers. A filter can only take you so far.” Davis agrees: “Pictures really tell a story and I want to make sure my story comes across clearly, and that person will think, Yes I need to work with her.”

Thanks to Architectural Digest, from their ADPRO online newsletter.

What’s Your Plan? – What ALL Marketers Can Learn From Real Estate Professionals – Part 2

The job of a real estate team doesn’t end when the transaction closes. In fact, that is just the beginning. A thriving real estate business depends on two vital components: repeat clients and referrals.

A few years ago, I was contacted by someone in my sphere of influence to help them find an agent to list their house and represent them on a purchase. I knew who had helped them buy the house they were selling—he is a great guy and a solid real estate agent. I inquired with the client as to why they were not using him again, and I quote what his response was: “He was a great guy and we loved working with him, but we can’t remember his name.” His lack of follow-up cost him approximately $20,000 in business that should have been his—if he had only nurtured the relationship.

If your team does a good job in the transaction, then you should expect to do business with the client again in the future, but only if you continue to nurture the relationship, which means you must stay in touch—forever!

At minimum, a 12-month marketing plan should include some kind of touch every 21 days, and should also include:
  • Birthdays (phone call, video message or a card in the mail)
  • Relationship anniversary (phone call, video message or a card in the mail)
  • Mother’s Day, Father’s Day, Grandparents’ Day (phone call, video message or a card in the mail)
  • Home anniversary (include a reminder about their warranty expiring)
  • Market updates on their home values (annually or biannually)
  • Quarterly phone calls followed up with a handwritten card in the mail

In addition, a high-touch relationship marketing plan should also include, at minimum, one client appreciation event per year. It is recommended that you plan 6-8 events throughout the year where you are getting in front of and face-to-face with your top clients and sphere of influence. Some ideas include holiday open houses, movie events, happy hours, Thanksgiving pie giveaways, photos with Santa, sporting events, bowling parties…the list goes on and on.

Lastly, social media has created a unique opportunity for us to elevate our relationships, so pay attention to what people are sharing—they are begging for someone to make them feel seen, heard and appreciated. I will wrap up by sharing one of my favorite quotes from undoubtedly one of the best saleswomen ever, Mary Kay Ash:

“Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.”

Always be looking for ways to connect with your database and you will take your team’s real estate business to a whole new level.

 

I am on hurricane watch right now …

Yes, it’s a fact – as I write this, hoping the power and my internet stay on, the eye of Hurricane Dorian is heading toward Florida. Walt Disney World is closed, the Orlando airport is closed and so are schools, businesses and many others.

Like most publicists when things get serious, we get busy.

Hurricanes and other weather issues, tragedies, unusual circumstances, holidays and other out-of-the-ordinary occurrences are times when our companies and clients need us the most.

Image result for closed due to hurricane sign

Here are a few examples:

  • You are closing when you are usually open, or the reverse (think Black Friday)
  • You have a message for your customers on how to stay safe
Image result for open during hurricane sign
  • Your products or services are essential to help others through (think gas stations, grocery stores, tree trimmers, etc.) and you are available.
  • Times or venues are being changed, but the event is still on. (think sporting events that are held outside )
  • Because of the occurrence you are doing something extraordinary like donating food or fundraising for others in need.
  • You want to reach out to your customers to say you are thinking of them and you care – this outreach can go to your entire audience, but be written for those being affected.
Image result for football game rescheduled
  • Times or venues are being changed, but the event is still on. (think sporting events that are held outside )
  • Because of the occurrence you are doing something extraordinary like donating food or fundraising for others in need.
  • You want to reach out to your customers to say you are thinking of them and you care – this outreach can go to your entire audience, but be written for those being affected.

A PR pro knows how to deploy the message – get it out, reach people who need to know and do it visually and with words chosen to have the right tone, at the right time.

Image result for open during hurricane sign

Members of the media, social media channels, direct communications and every normal communications channel are all pathways to get the message out, and do it right now.

PR tip: Don’t make your drama the focus – unless you have something useful to offer; don’t add to the noise.

But when possible and appropriate, humor is memorable, and how smart of Waffle House to be the one place we all look to for food and information!

Insanely Good Ideas – What ALL Marketers Can Learn From Real Estate Professionals – Part 1

No one has more interaction with a client over a longer period of time, than a real estate professional.  All marketers can learn from them and so in this two-part blog I will share with you the advice they have for growing your business.

Some of these tips may be ones you have done for years, others could be new and worthwhile, take a look and let’s continue to learn from marketing pros in many different industries.

In Part 1 you’ll learn how to create your vision, identify your audiences, develop marketing goals, establish your Unique Selling Proposition (message) gain 1,000 impressions with a 3-week Instagram campaign and how to do all this within a budget.  Take a look at HubSpot for more excellent ideas.

12 Insanely Successful Real Estate Marketing Ideas from Top Agents

As a real estate professional, you want to grow your business, and marketing plays a large role in capturing the attention of potential clients. A 2018 study by the National Association of Realtors (NAR) found 87% of home buyers purchase their home through a real estate agent. It’s evident there’s a market for real estate agents. But how can you reach prospects?

Below, I’ve compiled some real estate marketing ideas top agents use to promote their businesses. Whether you’re just getting started or are an experienced realtor looking to attract new clients, these marketing tips will help you create a successful marketing plan.

Unique Real Estate Marketing Ideas

  1. Create a website
  2. Build a blog
  3. Develop email marketing campaigns
  4. Employ virtual staging
  5. Try experiential marketing
  6. Partner with local businesses
  7. Run paid Instagram promotion
  8. Use drone photography
  9. Create a Zillow profile
  10. Ask for referrals
  11. Make Your Own Videos
  12.  Co-Host a Webinar

1. Create a website

Many consumers search the internet to investigate products and services before they buy. Creating a website for your real estate business will show prospective clients what you have to offer. Include listings on your site and update them regularly — this will keep prospects coming to your site as they search for properties. And add something a little unexpected to set your website apart. Take this mortgage calculator, and easy value add for visitors.

   2. Build a blog

You can also start a blog and create content optimized for SEO. This ensures your posts show up in prospect search results every time. Tools like Google Analytics and Ahrefs can help you find the search terms and keywords your target clients are looking for and will inspire you with fresh topic ideas.

Make it easy for them to navigate to your main website and link to your profile pages on other real estate sites so they can learn more about you and your business.

And don’t forget to create interesting images for your posts. This infographic would make a great addition to any blog post or email marketing campaign.Image source:

  1. Develop email marketing campaigns

Send a monthly newsletter roundup of your blog content, and reach out to contacts when new property listings are available. Include images of the properties that link to the full listing, a video walkthrough of the property, or a virtual staging of the home.

  1. Employ virtual staging

How can you pique buyer interest? Give them a sneak preview of what the home looks like by using a virtual staging website. Online staging saves you the time and money of physically staging the property. And a 2018 study of 4,200+ homes found 85% of staged homes sold for 6-25% more than unstaged homes.

  1. Try experiential marketing

Experiential marketing engages your prospects and “invites an audience to interact with a business in a real-world situation.” Host a tour of the area you’re selling in, hold an event to teach area homebuyers about the process of buying a home, or arrange an open house and invite buyers to view the home.

  1. Partner with local businesses

Use your local connections and partner with clothing boutiques, home decor showrooms, and coffee shops to promote listings, and invite them to participate in an open house event. For a unique way to encourage prospects to visit your open house, set up pop-up shops in different rooms of the house.

This encourages potential buyers to explore each room, and you can work with the local businesses to determine discounts on goods that can be offered to the home buyers.

  1. Run a paid Instagram promotion

Instagram is another tool to get in touch with home buyers, promote your listings, and grow your brand. And your most beautiful images can reach even more people with a paid promotion.

Instagram ads allow you to pick a target audience, budget, post type (e.g. image, video, carousel), and length of your promotion. And you can use targeted hashtags to ensure posts are presented to the people you’d like to reach.

  1. Use drone photography

Take sweeping shots of the home’s exterior and surrounding landscape using drone photography. Purchase a drone or use a drone service, like HouseLensor Sold by Air, to capture the perfect shot.

Use the photos to add an excitement factor to your listings. Video can be used to supplement your virtual tours or walkthroughs and show exterior features like patios and pools.

Don’t have the drone photography chops you need to show your clients’ homes in their best light? Services like Drone Base have thousands of experienced photographers around the globe and specialize in both residential and commercial real estate.

  1. Create a Zillow profile

With over 188 million monthly viewers, Zillow provides the opportunity to get your business in front of thousands of new prospects. This resource from Zillow lists the steps to set up your own profile. Your profile allows you to share your listings with a large audience and connect with potential clients, increasing the likelihood of gaining a new buyer.

  1. Ask for Referrals

Did you know 39% of sellers using a real estate agent found that agent through a referral from friends or family? If you’re not asking for referrals, you should be.

Follow up with buyers a few months after they’ve settled into their new home to ask how they’re doing and include a referral request in your email.

Does it feel like home yet?

Hello [Buyer’s name],

I hope you’re settling into your beautiful home! You picked a great neighborhood to buy it, and I’m so happy to have been able to help you through the process.

I so enjoyed with working with you. If you have any friends or family looking to buy or sell in the area, I’d love the opportunity to work with them. I’m hosting a happy hour next week to talk with people about the current market.

Feel free to share this event link with anyone you think might be interested: [Insert link to event page]

Regards,
[Your name]

Some realtors will offer to plan a housewarming party for their new homeowners and use the party/guest list to meet with potential buyers.

  1. Make Your Own Videos

It’s no secret that video can be a powerful tool for realtors. And it doesn’t have to cost thousands. Whether you go for a highly produced video like the one below featuring client testimonials, or use video software to record a message from your laptop pitching your services to a potential client, video can be a way to set yourself apart from the crowd.

  1. Co-Host a Webinar

Want to make it easy for potential buyers or sellers in your area to understand the current market? Partner with a local lender, title company, or even your favorite staging service and host a webinar on a topic that will interest those thinking of making a real estate move.

For example, you might team up with a local home improvement service to conduct a webinar on the top five most valuable improvements sellers can make to their home to boost sales price. These changes and tastes can differ per state, so this can be valuable information sellers can’t find online.

Real Estate Marketing Plan

Now that you have some marketing ideas, the next question is, “What’s the plan?” Without clear goals for your real estate business and marketing strategy, it’s difficult to measure success. Consider the following points when developing your marketing plan.

  1. Create a vision statement

What do you want to accomplish in the short- and long-term? Develop a vision statement to identify the goals you’d like to reach. This makes it easier to lay out steps for reaching your business’ vision.

  1. Identify your target customer

Who are you marketing to? Will you be marketing to sellers, renters, first-time home buyers, etc.? Identifying the personas you’re selling to paints a clearer picture of who to target with your marketing efforts.

  1. Develop goals

Set goals for your overall marketing initiatives, and summarize which strategies you’ll use to accomplish these goals. What are the business goals you’d like to reach? And what criteria will you use to decide if these goals have been met?

  1. Determine your unique selling proposition

Think about what differentiates you from your competition. Here are some questions you can ask yourself when developing your proposition:

  • What can you offer that others can’t?
  • How does your unique approach or personality create value for prospects?
  • What are the latest pricing, selling, and buying trends in your market?
  • How can you discuss these trends (including the numbers) with prospects?
  1. Determine tools and budget for each strategy

Pick the top marketing ideas that will work for your business, selling proposition, and ideal target market. From there, calculate how much of your budget to allocate to each strategy.

  1. Measure performance

Once you’ve identified the tools you’ll be using to market your business, write down key metrics to measure their success. Determine the timeframe for the strategy or campaign and set a goal. Let’s use a paid Instagram ad as an example:

Campaign: Instagram post promotion

Length of promotion: 3 weeks

Goal: The post should gain 1,000 impressions and have a click-through rate of 1%

With these marketing ideas, you’re sure to wow your potential customers and attract them to your services.

Creating a marketing plan will help you set goals for your marketing campaigns and develop the steps to reach these goals.

Written by Meredith Hart

Making Deals At Dinner – Much More Than Great Food

Photo by Louis Hansel on Unsplash

Dinner parties are “on par” with golf for being an opportunity to enhance and expand a relationship; and to make a deal.  

#1 – For you, the host and your staff this is not social, it is work.  Each person sits at a different table, with the skill to keep the conversation light and appropriate.  Training must include potential worst case scenarios, a few ‘what if’s”, how to steer away from topics that could ruin the mood and to steer toward key moments that make the event memorable. Plan the evening with your ultimate purpose in mind.

#2 – Low centerpieces, if any – low-ish lights, soft music and comfortable chairs are all a must.

#3 – Food that is easy to eat (BBQ ribs are a no-no), dietary options and not too much emphasis on the wine and cocktails.  

#4 – A beautiful, calm setting, a team that knows how to guide a successful evening and staying focused can turn a dinner into a deal.

Below is a wonderful article from Claire Hoffman in BizBash (with thanks), that asks the experts how to plan and execute a successful dinner event:

Small, seated dinners have long been a popular way for companies and brands to thank their employees or entertain V.I.P. clients in an intimate setting. But as any event planner knows, hosting an effective dinner takes much more than just gathering guests for a great meal.

While social dinner parties might be focused on reconnecting with friends, corporate dinners are usually a bit more strategic—the company wants to convey some sort of message to key stakeholders. As such, ease of communication is crucial, and that goal should bleed into everything from the decor and the catering to the seating chart and the timing of toasts.

“Corporate events [need to] think ahead to a sound system, a scripted message, and who is sitting next to whom to promote a positive networking environment,” explains David Merrell, the C.E.O. and creative director of AOO Events in Los Angeles. “There needs to be a certain return on investment for the money the company is spending [on this dinner].”

But that doesn’t mean the dinner needs to be all business, adds Christopher

Confero, the owner of Atlanta-based design firm Confero. “Just because it may be in a setting with fellow professionals, don’t forget to soften the space. Dim the lights, add beautiful decor pieces—anything that communicates to the guests they are appreciated and highly valued as employees and colleagues.”

Here are some more tips for creating effective dinners for corporate groups.

Design everything with the goal of facilitating conversations.
For seated dinners, centerpieces should either be below or above the sight line, so guests can talk throughout the meal. “If you place your elbow on the table and sit your chin on the palm of your hand, low decor should always be below that height,” says Confero. “If you raise your arm all the way up, tall decor should be above palm level there as well.”

It’s also important to avoid super-wide tables. “You want to be able to speak with the person across from you in a natural tone,” notes Jennifer Coman, the director of marketing and events for Los Angeles catering firm Haute Chefs L.A. “Comfortable chairs are also key, and something with a cushion is always appreciated.”

Entertainment-wise, it’s nice to have ambient noise in the background to cut down on awkward silences. Confero suggests live jazz music, or light music piped in through an audio system.

But if the event’s host wants more extensive entertainment, such as a performance of some sort, make sure it’s chosen with purpose. “If you are going to grab their attention away [from conversations], that distraction should be tying them back to the message, brand, or purpose of the event,” says Merrell.

Lighting is also an important consideration. “It is one of those things that when done well, it transforms the environment,” says Coman. “With corporate dinners, you need lighting that is not so dim that it feels like a club, but you don’t want it so bright that it feels medicinal.”

Confero suggests using a lot of candles on the table. “The more the better, with varying heights and varieties,” he explains. “Typically candles will be a bit cheaper than other centerpieces, and everyone looks ravishing in candlelight.”

Prep the event’s host on ways to keep the conversation flowing.
The dinner’s host should be responsible for keeping guests engaged and comfortable. One way to do that is with planned conversation topics. “With social or corporate dinners, many times guests aren’t familiar with the person sitting next to them,” says Merrell. “Lead questions from the host can break the silence, so always have some in your back pocket.”

Confero notes that this method also works if the party has multiple tables. One person seated at each table should be prepared with talking points. “Always put one large personality at each table,” he suggests. “If there is a lull in energy, they can jump in to pick things up. But be aware that you haven’t cast a bulldozer in this role—you don’t want someone dominating, only facilitating.”

One out-of-the-box way to facilitate conversation with a smaller group is the Jeffersonian Dinner method, where the entire table discusses one topic rather than having their own conversations with their seatmates. (BizBash covered this topic in a GatherGeeks podcast with Convers(ate) founders Taylor Buonocore Guthrie and Mollie Kinsman Khine.)

Toasts are also a great way for the host to thank everyone for coming and remind guests of the events’ purpose. “Make sure you have a sound system, or that the person giving the toast is loud enough for everyone to hear,” notes Merrell. “I also always encourage guests to not just toast with alcohol, wine, or champagne, but any drink that the guest has—you don’t want to promote drinking if [not all attendees] drink.”

As for timing, Coman says that toasts and other speeches should never be planned right before or during dessert. “We’ve seen it done, and you lose the crowd,” she says. “The best time for any ‘talking’ is going to be right when guests are getting warmed up and freshly seated, and between the first and second course.”

Think through the seating arrangements.
While assigned seating may be a good idea for dinner parties in general, it can be especially crucial for corporate dinners, says Merrell. “Meaningful business conversations and networking is one of the most important outcomes of the event,” he notes. “Seating configurations, the makeup of the guests attending, and the purpose of the gathering always dictate who is close to whom, and should always be considered separately from one event to the next.”

Confero adds that the client or host company should be involved in this process, since they know how best to group guests.

For dinners with multiple tables, it might make sense to play what Confero calls “a simple game of musical chairs.” “Each of your three courses is spent at a different table with various guests,” he explains. “It takes a bit more work for whoever is creating the seating arrangements—and of course on the kitchen and servers—but if you don’t have a large number of dietary restrictions it’s highly worth it to spend as much time as possible with different guests.”

Ask for dietary restrictions in advance—and keep catering simple.
In a corporate environment, it is especially important that guests with dietary restrictions don’t feel uncomfortable in front of their peers. “It is almost a given nowadays that you ask for restrictions such as allergies, gluten-free, or vegan,” says Merrell. “Asking up front sends the message that you care about the guests’ experience.”

With some exceptions depending on the group demographics, corporate dinners are usually not the time to get too experimental with catering. “Corporate dinners tend to stick more comfortably in the fish, chicken, and beef categories, and rarely venture beyond that,” says Merrell. Coman agrees. “Seated corporate dinners call for a plated, coursed meal with an option for restrictive diets and an easy switch-up for anyone with a serious allergy, for example. With our corporate clients, they always have a list of any executives that have allergies or dietary restrictions. In the rare case they do not [have a list], we work with our client to design a menu that is amenable to on-the-spot changes without sacrificing flavor,” she explains.

Like every other aspect of the dinner, though, food should never take away from the conversations. “You’d never want to be left ‘holding a skewer’ or having appetizers that take more than one easy bite in a corporate setting,” notes Coman. “It can cause for an awkward moment when needing to have a professional conversation.”

Confero agrees, adding that serving soup and pasta are not always the best idea. “There are always exceptions, but they are usually messy and loud,” he notes.

But, he adds, the dessert course may be a chance to get a bit more creative. “After a large meal, get guests up and moving around,” Confero suggests. “Make the dessert course something more relaxed and interactive. With space permitting, instead of serving the final course at the table, make it a couple stations scattered around the room.”