The Big Ask
Should event organizers provide curated connections?
The significance of the latest Freeman Trends Report is that it gives trade show organizers insight into how to help exhibitors realize more value for their investment while elevating their own. In a recent post, we considered how to optimize the exhibitor experience by providing a prix fixe menu of all-inclusive booth packages.
Another insight worth exploring is that 69% of exhibitors want the list of event attendees for pre- and post-event messaging. Of course they do. But organizers also have a responsibility to attendees. No one expects organizers to betray the trust of their registered guests or infringe on their data privacy. But what if they didn’t have to?
We all understand the importance of permission-based marketing. But event attendees have amped this up to the next level. They have already committed to the ultimate marketing opt-in by paying to attend the event and taking time to show up in person. They are totally invested. Further, many attendees indicated (in a previous report) that preplanned meetings with exhibitors ranked high on their list of preferences. They are there to make connections.
Obviously, attendees don’t want to be spammed with marketing pitches before or after the event. But what if they could request specific information and schedule desirable one-on-one meetings before even leaving home? In the ideal scenario, attendees could skip past the standard sales pitch and ask subject matter experts specific, relevant-to-their-business questions to enable them and exhibitors to get the most value out of time spent on the trade floor.
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Of course, there are software products out there that can help facilitate basic connections. But the research points to an opportunity for event organizers to raise the bar and strengthen their relationship with both attendees and exhibitors. It would require some investment on their part to offer a platform that allows attendees to opt-in for screened messages from exhibitors. It would require those attendees who agree to participate to fill out a profile of the kinds of exhibitors they want to hear from, and the type of communications they want to receive. An online meeting schedule, one informed by the event agenda and designed to put attendees in the driver’s seat, could prove invaluable. It would help attendees tightly schedule appointments with exhibitors who crave a chance to connect with these highly qualified leads.
What’s in it for the show organizer? For starters, the data gleaned from this match-up exercise could prove invaluable in better understanding audience profiles and inclinations. Organizers could monetize it by offering exhibitors pay-to-play access to this new premium service. And the ultimate benefit is that organizers will be building equity for their show as a high-value, must-attend event.
Do you think show organizers should invest in customized technology that lets them curate these connections? It’s a big ask. It’s a huge opportunity.
Read more on BPHConnect.com.
100,000,000% yes and we do it on HLTH. It's not about permission marketing, it's about understand the way to connect the dots between the parties and being a critical link to bring them together. It requires people, technology and investment. Otherwise you are mass market trade show being challenged with the same ROI, ROO discussions going on for the past 20++ years. Our industry can no longer sustain itself on the chance the right people might find each other.
Cofounder @ Jublia
6 个月In the past 11 years of delivering matchmaking technologies at events, I have consistently told clients that the most important is that they have a vision and can invest in planning a meetings programme that fits the unique context of their event. Then, the next course of action is to select a system that best fits their requirements and grow the programme. The system doesn't come first (as much as we technologists hope so!). For an attendee, especially in recent times it is well understood that a balance of orchestrated and serendipitous meetings at an event is highly valuable. The key is in driving the balance for every different individual that attends your event.
This is what Hyve Group does at several of its leading-edge, tech-enabled events, like Shoptalk and Fintech Meetup. Exhibitors love the ROI of the meetings program and attendees find it very valuable as well.
Event Producer | Consultant | Entrepreneur. Connecting people to promote business development and collaboration
6 个月The stronger the value proposition , the stronger the event. I think the same logic applies to industry events to increase b to b activity. While technology is great , I think old fashion sales is the most effective . Knowing the customers needs and wants makes it easier to suggest introductions. Successful introductions create a circular economy. Indeed a huge opportunity ( necessity! )