Business-to-business events are essential across a wealth of industries. It is these kinds of face-to-face meetings that could be the differentiating factor in a business choosing to partner with you over a competitor or the reason you managed to secure some expertise that could transform the trajectory of growth within your organization.
Here is a guide to mastering the hosting of B2B events that are sure to inspire both you and other people and companies in attendance.
Find the Best Venue
The first step in mastering any kind of B2B event is to understand the objectives of the business-to-business interaction. These aims will then be the catalyst for the rest of the planning to commence, and ultimately, the most crucial element is knowing where your event is going to be held. For instance, if the goal was to host the best launch event for a new product or service, you’ll likely need a staged area to actively promote said product or service. You’ll want to invite PR agencies and influencers within the industry to promote the launch. With this in mind, the event will need to be held somewhere that can be really decorated to fit the branding and feel of the launch. Whereas if it’s a conference to discuss key industry topics or an exhibition space for potential suppliers and partners to be immersed in an array of companies in a sector, the venue would need to be a lot larger and likely have a have a more corporate, formal feel.
Evaluate the volume and demographics of hopeful attendees. Is the event likely to attract intentional companies? Are these likely to be sizable organizations themselves? In this case, you’d want a venue in a key metropolitan area that’s easily accessible for international guests to attend and stay at for a possible few-night stay. Ensure a venue has the correct amenities or infrastructure to display the facilities you’re wanting to, whether that’s catering, meeting rooms, or the necessary technology and audiovisual equipment for presentations. Check the venue’s reputability in the business world; have they previously been the hosting place for other successful formal occasions? Factors like these could be the reason potential eyes choose to or not to attend your event.
Plan an Immersive Itinerary
To gain traction and eyes toward your event before it happens. A detailed agenda is a key enticement for stakeholders and attendees. This is then something that can be added to event invites or promotion notes. It’s equally an important tool for you to then plan the exact details of different sessions and ensure everyone involved understands how the day(s) will run.
Whether it’s an exhibition of various companies, a conference, or a launch, any kind of event will need a welcome address and introduction that sets the tone. Attendees in the business world especially will enjoy feeling welcomed by the organisers rather than just turning up. Have you ever been to an event that’s had no introduction? If the answer is yes, I’m sure it’s not an event you were eager to re-attend or get involved with the organisers. Schedule key speakers no matter the event style, as these can be crucial pull factors and also be the reason for new industry circles and organisations to join. No matter what, the most important sessions will always be networking sessions, lunches, or evenings where attendees can connect and build relationships. If this was missed, the whole initial point would be lost. Allow attendees to come feeling prepared and expectant of what is to come.
Utilize Event Management Software
While planning is so essential, it’s equally as vital to ensure to have a place for all this planning to be. Ensure everyone involved in the logistics of the event knows where these details are in, in an emergency if anything seems to be going wrong. Research the wealth of event management software available online and pick the right one for your industry and event. As with any project management, it’s critical that these tools clearly set out the plans in place, including very detailed down on how attendees will register their arrival. No matter how big or small an event is, this is a guaranteed way to enjoy a seamless running and without it, expect chaos to unfold!
Ensure to undergo Post Event Follow Up and Analysis
Ultimately, events are held to increase business and create leads or sales. In the B2B world, even more, it’s crucial to ensure the goals initially set out are then measured. Will this be an event that needs to reoccur? Has the budget that went into planning been worth it, both quantitatively and qualitatively? Do you have new contacts you need to reach out to to book follow-up meetings and discussions? These are all key factors that should be considered post-event. Think about it like if you had a wedding, you’d hope guests would be talking about it for months after and how memorable it was. That’s the same with a B2B event. To inspire and stand out in your industry, the event doesn’t just end when the actual day does! Ensure nobody leaves with questions or negative feelings; follow up!
Other Things to Consider
Nothing in a B2B event is too minimal to consider. From dress codes, and nearest toilets to exhibition stand sizes, every detail should be meticulously planned to ensure the most seamless experience unfolds for all. While this is an event between businesses, it’s equally an event between people. Make guests feel heard, respected, and immersed in the goal of the day(s), and utilise every digital tool possible to ensure this happens. Consider everything.
Summary
Plan well in advance and tick off every detail, to ensure the best B2B event possible. Leave guests feeling inspired and eager to reconnect with you and your company, with the most organized planning process.
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