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An appetite for ROI...

Monday, January 11, 2016 - 13:30

In the latest article in the Unique Insight London series, Bubble Food's Samantha Welstead-Wood concentrates on how caterers ensure a return on investment for their clients.

It is essential that catering and events companies give their clients excellent return on investment by creating something which resonates long after the event itself, whether in discussion or through sharing on social media.

Companies come to us for instance because they know the positioning of their brand or product can be elevated by association, thanks to the creative and intelligent way in which it is showcased.

The key is to approach menus not as simple sustenance, but rather as an immersive experience with ‘food as entertainment’. For instance over the last year or so we have continued to push the envelope by striving to engage all the senses, by utilising everything from animal sounds and visual triggers through to textured serving vessels and specially created scents. In this way we can bring about a heightened emotional response, tapping into memories and creating a stronger impact for the guest, and therefore our client’s event.

What’s more many of our creations, such as miniature edible menus or fish & chip stations complete with salt & vinegar vapour and seaside sounds, act as ‘ice-breakers’ whereby guests happily discuss their expectations and experiences, strangers or not.  

It’s also beneficial to provide value added elements like equipment upgrades or tailored elements for brand experiences. We have found that offering something like our in-house floristry service really sets us apart.

Long-term relationships with suppliers can also ensure that clients receive the best solutions.

On a more practical level, it is essential to get feedback from clients following an event. This will help highlight areas that went well and those that could be improved upon.

For Bubble, the devil is in the detail; a myriad of little touches which together create an immersive experience that ultimately exceeds all expectations. In short, a client’s return on investment should not just be reaped at the event, but for weeks, months and even years to come.

How do your measure and ensure ROI? Join the discussion on the Unique Venues of London Events Professionals Forum or tweet @InsideUVL using the hashtag #UniqueInsight2016