How do you know that the programme is a success?

Any recently introduced concept is always subjected to intense management scrutiny in the early stages of its development. One of the first signs that your programme is being accepted is when you are not continually being asked to demonstrate the business case for every project submitted for approval. As a result the concept may then be championed by a senior executive who is convinced of the overall benefits and seen to be both publicly supportive and personally involved.

Your success will be enhanced by third party endorsements and by clearly demonstrating the impact of the programme via clear measurements relating to coverage (volume, frequency and quality), employee involvement, feedback and ultimately examples of direct business benefits.

For example, numerous sales leads can result from a well-targeted hospitality event. The key to any sale is creating the opportunity to present the benefits of your product to the right person, who has the authority to agree a purchase. Such individuals are in great demand and their time is limited. However they may have a specific social interest, e.g. the ballet or a particular sport. By inviting them to attend a hospitality event which reflects their social interests, you increase the chance of them attending. This then gives you the opportunity to develop links which hopefully will lead to future sale.