Secrets to a successful B2B sales or internal conference
Over the course of my career, I have produced more than 150 events. I have had the privilege of working in diverse locations, including Shanghai, Bali, across the United States and locally in Australia. Each event has been a memorable experience, with no room for error.
Numerous events have left a lasting impression on me, with one standout being a franchisee event I worked on. This event provided invaluable lessons spanning from effective stakeholder engagement, to navigating a situation where the talent didn't follow the brief and memories of the gala seating plan where changes were made right up to doors.
When you're in the midst of a live event, the pressure is evident. You have one chance to shine and there's no opportunity to turn back time. People are often quicker to point out mistakes than to compliment the good work that has been done. Running a successful event requires planning, creativity and putting yourself in the shoes of the delegate. If companies are investing in conferences and attendees are missing a day or two in the office, your event needs to be worthwhile.
Planning and overseeing events require a skilled and organised person for several key reasons:
Stakeholder Management:
Stakeholder management is the top priority when producing events. Keeping multiple stakeholders informed and feeling comfortable is key to establishing trust and critical to the success of any event.
Event Planning Logistics: In addition to stakeholder management, event producers must also juggle a variety of other responsibilities, including:
Delegate Experience: Ultimately, the delegate experience is absolutely critical. There is little point in investing significant resources into an event if attendees do not walk away feeling that they have learned something new or been inspired in some way. Creatively sharing the event's content and message is essential to achieving this.
Content Development: Creating compelling content and messaging is critical to the event's success.
Budget Management: Carefully managing the event budget is essential.
Scheduling: Coordinating schedules for venues, vendors, speakers and attendees is a complex task.
Venue, Food & Beverage: Selecting the right venue and catering options can make or break an event.
Audio Visual, Theming, Talent: Bringing in the appropriate technical, creative, and talent is key. No one wants terrible audio when they are trying to listen to a great speaker.
Why conferences work for B2B:
Networking and building connections:
Conferences provide unique opportunities for face-to-face interaction and relationship building that simply can't be replicated online. Being able to meet with peers, customers and industry contacts in person allows for deeper, more meaningful connections to form.
Immersion and Comradery:
Attending a conference immerses participants in the live event, allowing for a level of focus and engagement that's difficult to achieve remotely. The shared experience of being together in the same physical space fosters a sense of community and camaraderie among attendees. This can be a powerful driver of culture and morale within an organisation and it's a great way to show your employees that you care about their development by investing in them.
Bottom Line Impact:
When executed well, conferences can have a tangible impact on a company's bottom line. The connections made, ideas exchanged and energy generated can lead to new business opportunities, partnerships and innovations. The investment in attending or hosting a conference can pay dividends through increased sales, productivity and competitive advantage.
Question: what was the best conference you’ve ever been to and what made it great?
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