Deciding to organize an event is not trivial. This requires financial and human investment and conveys the company’s brand image. The stakes are therefore high. We offer you some tips to make your events as successful as possible so that they are a source of profit for your business.
1. Clearly define your target and objectives. The event must be integrated into the overall communication strategy. So define what your goal is: should I attract new prospects? Retain my customers? Launch a new offer on the market?
2. Type of event: There are many types of events: seminar, breakfast, conference, technical workshop, exhibition, trade fair, evening, VIP event, team building, open day,…. Choose the method that best suits your objective and your target. So, to re-motivate your employees after a reorganization, opt instead for a day of team building
in a place of relaxation outside the company. To train your network of computer resellers on your new product, prefer a technical workshop where participants can ‘touch’ the product and attend a demonstration. To thank your best customers, invite them to a VIP party and book the more relaxed evenings to liven up your network of partners.
3. The date: to fix it, study the events organized in your region on the same target to avoid interactions. Prefer Tuesday and Thursday and avoid school holidays and periods of high activity in the profession or sector of activity you are targeting.
4. The place: You can hold your event in your premises, in a seminar room, in an offbeat place, … the choice will be made according to the message you want to convey, the image you want to convey (top range, modern, ecological, ..) and the tone you want to give to your event.
5. Internal or external? Do you have the skills and resources to manage this event? Or do you want to delegate all or part of the work to an event agency? If this is the case, you will need to give the agency a brief or specifications so that it can make several proposals that meet your expectations. As soon as the parties agree, the agency will set up a retro-planning with you and take charge of the entire organization of your event, from the start of the project to its success.
6. Communication: in order for your target to attend the event, you must inform them. If the target is small and precise, the best is to send an invitation to all the contacts (electronic invitation, ‘card’ for VIPs, SMS, etc.). Do not hesitate to follow up by phone after sending. The criteria for success lie in the base to which you will send the invitation (is it qualified, up to date, well targeted?) And in the graphics and the catchphrase you have chosen. To reach a new target, you will need to communicate in the various media affecting it (specialized press, radio, specialized websites, newsletters, etc.) well in advance of the date of your event.
7. D-day: take care of the signage, reception (badges, welcome coffee), entertainment, stick to the planned schedule as best as possible, and leave a trace for visitors (goodies, documentation, etc.). Prepare an evaluation questionnaire and encourage participants to complete it. Do not neglect the absent but send them the presentations or contact them directly.
8. Measurement and exploitation of results: exploit your event by measuring the number of present compared to your objective, by re-contacting all the participants and by following up on short-term projects if there are any. If you have new contacts, enter them in your customer base and if you can, register this event in continuity
To succeed with your B to B event, it is therefore imperative to define your target and objective, to do it well upstream, to respect a retro-planning, to communicate as much as possible to create traffic and to exploit all the data. harvested the same day.