Appreciation Party

[I]“You are cordially invited to attend our annual reunion to be held in the Royal York Hotel in downtown Toronto. The gala event will include dinner, entertainment, camaraderie, and an examination of your hernia repair.”[/I]

This unusual invitation comes from the annual hernia reunion of patients from Shouldice Hospital in Thornhill, Ontario, Canada. What began as a simple get-together for 100 patients of Dr. Edward Earle Shouldice in 1948 has grown to an annual dinner, dancing and entertainment event that attracts about 1,000 patients.

Obviously, Shouldice is not your typical hospital because it believes that a patient’s hospital encounter should be a memorable and pleasant experience. The patients that visit the Shouldice Hospital value camaraderie among doctors, staff, and other patients.

Rather than the cattle car treatment offered by most medical institutions where patients are stalled, called, picked, and poked; Shouldice’s medical facilities resemble a posh country club with 20 acres of landscaped grounds, a solarium, and a putting green. One study found that 49 percent of new patients were referrals from former patients.

Annual celebrations, special sales, or recognizing special events in the lives of your customers are some ways that you can show your appreciation for their business. Some organizations have annual barbecues for their customers to show how much they care. When we lived in Abilene, Texas, the city would hold what was hailed as the “world’s largest barbecue” to show their appreciation for the men and women serving at Dyess Air Force Base. The civic center was used for the event, and members of the chamber of commerce, city council, and other dignitaries were stationed at the entrance to greet the thousands of military personnel that passed through the doors.

During Thanksgiving, we enjoy a huge meal with all the trimmings to celebrate with our family and friends the many things that make us grateful. Good health, close relationships, steady employment, regular customers, and a beautiful island are some of the things we should value.

As a business owner, do you understand what your customers value most from your business? Do you show your appreciation for their continued patronage? One of our clients would have an after-hours special sale periodically for her best customers. It was an invitation only event that gave special deals to show how much she appreciated her customers.

Another client made some major interior changes, and when it was finished he invited regular customers to visit his newly remodeled jewelry story. It was a fancy event where people came in suits and dresses, and each guest was given a gift. Drinks and finger foods were served and a small band softly played while people socialized.

A photographer client who took a lot of high school senior portraits hosted a huge dance for his customers and their friends. It was called the “Summer Bash,” and a committee of young men and women helped plan the event so it would be appealing to their friends. A DJ played music near a large pool, and before the night was out, half of the guests were soaking wet, but all had a great time. We left for Saipan after the first Summer Bash, but we heard that it has become a popular annual event.

Locally, many of the staff at MEGAbyte and their customers love playing computer games, so MEGAbyte decided to spearhead the first ever competition on Saipan for computer gamers. GameCon offers a chance for people to earn bragging rights as the best on island, plus win some great prizes from the sponsors. Plans are to hold the event every year, attract gamers from other countries, and have the best in the Pacific compete with the best in the world.

So whether the event is formal or just fun, there are a lot of ways you can show your appreciation for your customers. Sometimes the best way to show your gratitude is through the little acts of thoughtful service you offer on a regular basis. Knowing your customers’ names, personal information they care to share, and their preferences can make an impact that will turn them into loyal clients.

Just imagine, if Shouldice Hospital can get people excited to attend an annual gala event to have their hernia checked; you should be able to get your best customers to join you for a barbeque or fun appreciation party. Have them invite their friends so they can see how awesome it is to be one of your customers, and you may find more people who want to celebrate with you.

[I](Rik is a business instructor at Northern Marianas College and Janel is the owner of Positively Outrageous Results. They can be contacted at: biz_results@yahoo.com)[/I]