Open Door events, the launch of a new product or service, or even company anniversaries are all valuable opportunities to strengthen relationships with your clients. Too often underused, Open Door days are excellent tools for connecting with both prospects and existing clients—provided they are well-prepared in advance and meaningfully followed up afterward.
The Importance of Detail During Open Door Events
Client relationships are often limited to external exchanges or phone calls. Few companies take the initiative to open their doors and organise guided tours of their production facilities. Hosting
As Netty Thines, Managing Director of Mediation SA, explains, “An Open Door Day should not happen at just any time or in any way. This event reflects the image of your company—every detail must be carefully thought through.” For example, make sure the lawn is mowed and all offices are tidy on the day of your Open Door Day.
The Changing Expectations of Clients at Open Door Events
Today, client expectations have evolved. Open Door events have become a powerful lever for delivering meaningful content. Thanks to the internet, consumers are informed in real time and have become true experts. They are looking for tangible insights—details about how products are made, how the company operates—not just events filled with champagne and glitter.
Furthermore, with the growing importance of sustainability and corporate social responsibility, Open Door events offer a perfect platform to communicate the company’s ethical values and commitment to human rights and environmental protection. To ensure these messages are well conveyed, it’s recommended to invite local press or enlist the help of an event agency.
Fostering Loyalty Through Open Door Events
Celebrating a company anniversary during an Open Door Day is a great way to build customer loyalty. According to Netty Thines, “In times of uncertainty, celebrating your anniversary is a way to thank clients for their loyalty while reassuring them about the stability and continuity of your business.” These events also foster direct interactions between clients and staff, building more human connections that strengthen emotional ties with the company.
Measuring the Impact of Open Door Events
Finally, it’s essential to measure the return on investment (ROI) of your Open Door event. This can be done through surveys distributed to participants or through more in-depth studies conducted by a specialised agency. The results should be carefully analysed to understand how your company is perceived—and, if needed, to adjust future actions accordingly.
