How to Turn Client Entertainment Into Lasting Business Loyalty

Entertaining clients over dinner, at hospitality events or at premium experiences has long been a trusted way for businesses to build stronger relationships. From exclusive sporting events to private dining, these occasions help move conversations beyond the boardroom and deepen professional trust. But there is one key factor that many corporates overlook. The positive impact of a great event can fade quickly if it is not anchored with a lasting memory.

Combining a thoughtful gift during the event with a follow-up gift afterwards can transform an evening of good conversation into an experience that keeps your business top of mind long after the final handshake.

The Psychology: Peak-End Rule

Behavioural science offers a clear explanation. Research by Daniel Kahneman and Barbara Fredrickson shows that people judge an experience based on how they felt at its most memorable moment and how it ended. This is known as the Peak-End Rule. In a corporate setting, this means the quality of the dinner or the prestige of the event only goes so far. What really sticks is how the experience peaks and how it concludes.

How Gifting Reinforces the Connection

A carefully chosen gift presented during an event immediately elevates the occasion. It signals attentiveness and care, and makes your business stand out among other partners or suppliers. Whether it is a small branded keepsake, a useful accessory related to the event or a discreet luxury item, the gesture adds meaning to the experience.

The second, often overlooked step is a follow-up gift sent after the event. When a client receives an unexpected thank-you days later, the brain revisits the positive feelings of the event and connects them back to your company. A 2015 study in the Journal of Consumer Psychology found that follow-up gestures extend the emotional impact of a positive experience and make the relationship feel personal rather than transactional.

Putting This Into Practice

For example, imagine hosting key clients at a corporate box during Wimbledon final. On the day, each guest receives a thoughtful gift placed at their seat, perhaps a small premium item branded subtly with the date or event. A few days later, a follow-up arrives at their office. This could be a handwritten note and a gift that ties back to the experience, something truly special that connects with the day, creating strong emotional impact.

This simple second touchpoint keeps the memory alive and opens the door naturally for continued conversation.

The Takeaway

Corporate entertaining is an excellent way to build goodwill in the moment, but it is the thoughtful details that make the connection last. By pairing client events with well-timed gifting during and after, businesses can strengthen loyalty, reinforce relationships and ensure that the last handshake is only the beginning of what comes next.