B2B event planning: Winning back audiences with a data-driven approach
Digital is now essential everywhere, all the time, to such an extent that the real challenge is becoming our ability to tear ourselves away from it. Despite accelerating digital growth in all areas, the B2B event planning sector is struggling to integrate new technologies at the core of event design. This habit of adopting a “traditional” approach means the sector is coming up against two issues. On the one hand, trade shows are increasingly losing their appeal. On the other, the sector is failing to embrace a data-driven approach that could make its communications more engaging and help maximise exhibitor and attendee numbers.
Attractiveness is a challenge for B2B event planning
Winning back audiences can only happen through digital. B2B trade shows are suffering from a poor image: their corporate communication and the absence of a “wow effect” to draw crowds are having a negative impact on their attractiveness.
In a context where people are increasingly unwilling to travel without a prior appointment or meeting, exhibitors are more particular about the trade shows they invest in. Requirements related to ROI are encouraging many to turn to more attractive events.
Trade show organisers must stand out in order to address this issue and raise their profile. Similarly to a catering-type service, event planners could offer a digital service available via venue hire and including, for example, free WiFi, interactive modules and virtual personal assistants.
A data-driven strategy to interact with your audience and build their loyalty
This range of digital services is the first step towards a data-driven approach to B2B event planning. For this sector, using data gathered via digital can be a major boost for growth. In-depth and relevant knowledge of visitors, their behaviour and history can enable exhibitors to interact with them more effectively and meet their expectations.
Data-driven marketing can also enable organisers to develop a proximity targeting strategy, based on geolocation, data comparison and the ability to push personal notifications containing premium offers.
WiFi then becomes the cornerstone of these new-generation trade shows. There are major stakes involved: taking ownership of data, which is essential to better understand clients and target audiences, in order to draw more attendees and use information gathered to prepare subsequent trade shows.
For B2B event planning, which remains very traditional, the transition to digital is key to developing a modern and attractive growth strategy. Achieving this now essential aim cannot be done without data: a crucial and innovative tool to better understand and interact with audiences.
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