Why it pays not to forget about the Cloakroom at your event
Getting all of the little details right can make the difference between a good event and a truly great one.
This isn’t exactly news to you. That’s why you have such a long checklist to run through – from the way finder signage to the welcome drinks, branded menus and the goody bag (surprising, relevant and on budget)?
But you’d be surprised how many times all of this effort gets blown the moment an attendee takes off their coat.
FIRST IMPRESSIONS COUNT, AND LAST…
The one thing that’s rarely prioritised high enough on the list – if it’s there at all – is the Cloakroom.
Failure to consider how you’re going to deal with your guests’ prized belongings can create the wrong impression at the start of an event – or ruin all those positive feelings you’ve worked SO hard to engender right at the end.
A FEW TIPS FOR A GOOD CLOAKROOM EXPERIENCE
1. Create an allocated space for the Cloakroom
Might seem a bit obvious this one, but you need to create an allocated space away from the welcome desk. You don’t want a queue to build whilst you’re registering guests and dealing with their coats, particularly if it’s been raining (which let’s face it, it often is) and they’re keen to divest themselves of their umbrellas and wet jackets.
Keep a steady flow-through and you won’t have disgruntled attendees before they’ve even got into the event.
2. Get the logistics right
Make sure the Cloakroom is big enough to cope with the number of guests. You’d be surprised how many people underestimate the space needed to handle all the gear that accompanies attendees – especially if it’s an event directly after work.
How many coat rails and hangers will you need? How many coats can you realistically get onto one rail? Where will you place bags? Where will you keep umbrellas?
3. Make sure you have enough staff – and equally, that they’re the right ones
Everyone hates having to queue for the Cloakroom, particularly at the end of an event when you just want to get home. Don’t let your attendees’ positive impressions turn to negative ones because you only have one person checking tickets and gathering possessions – especially if that person isn’t exactly a ray of sunshine.
4. Think about what you’ll give them in return, and don’t reach for the book of raffle tickets
The last thing an attendee wants to be handed in return for their expensive Armani Shawl is a tatty raffle ticket that’s looks like it’s straight out of the school tombola. Apart from the disastrous impression it gives in branding terms, they’re easily ripped and lost.
You can pick up ‘off-the-shelf’ paper cloakroom tags or plastic cloakroom tags cheaply. And if you go for the plastic versions, they can be reused time and time again.
Branded Cloakroom Tags are even better. You can have them printed with the event’s branding for consistency – and what client won’t love that?
Or have them printed with your own Event Company’s branding. As well as being able to reuse them for future events, they’re also a great marketing tool to help turn those attendees into future clients.
5. Bring the Cloakroom into the theme and branding of your event
If you’ve spent a lot of time and money on theming all the other areas of the event, make sure you do the same here. Think about the signage, the product placement – even how your Cloakroom staff are dressed. Don’t make it seem like it’s an after-thought.
6. Figure out your liability policy in advance
Even if you get all of your side right, it’s inevitable that someone won’t be able to find their tag or ticket at the end of an event. Also think about how you’ll deal with a complaint that a coat or belongings has been damaged whilst in your care. Don’t leave it until it happens to figure out how you’ll deal with it – make sure your liability policy is clearly spelled from the start.
If you get branded cloakroom tags printed, you could add your disclaimer on the back (that’s another box ticked).
If you’re spending thousands on an event, don’t let the Cloakroom be the one area that’s forgotten in the budget. Make those first – and last impressions – count.
Find out more here: https://www.thecardnetwork.co.uk/