As more of us work remotely, adopt hybrid roles and attend less tradeshows it can feel progressively more difficult to engage with your business to business (B2B) customers. In this highly competitive and digital word, face-to-face engagement remains one of the most powerful and direct ways to build strong customer relationships. Whether you’re hosting clients, prospects, dealers or partners, a well-executed event can help forge business relationships that may otherwise dwindle.
If you’ve ever delivered a customer event, you will know that they don’t just happen by chance. Often internal conversations begin 9-12 months out from the event taking place, defining its overall purpose, preferred format and desired outcomes.
In this blog we explore what’s required to transform a B2B customer event into a standout, memorable and effective brand experience.
Create an impactful identity
There will always be a business objective behind a B2B customer event, be it to raise brand awareness, launch a new product or tease in a forthcoming announcement. Whatever the event objective, bring it to life by creating an event specific identify that can be used as a red thread through all communications and deliverables. It will create the wow factor right from the start.
Engagement starts before the event
Use your pre-event time to create a well-planned communication strategy. Outline clearly who you wish to attend, the value of them attending, and create demand and excitement before the event begins. There are many delegate engagement tools that help gather insight at all stages of an event but pre-event the main deliverables should be a delegate registration website to gather personal data securely, personalised invitations to create demand, and an outline agenda to enable guests to understand the event format and any logistical requirements they may need to consider, such as travel arrangements and hotel accommodation.
Select a venue that creates a talking point
A B2B customer event is often located near a corporate office, a manufacturing plant or flagships dealership to best demonstrate their proposition. Whilst this supports the business objective, they can often be understated venues that lack pizazz. In the UK and Europe, we are surrounded by stunning historic venues, renowned restaurants and sporting stadiums that could offer the talking point required for your B2B customer event. Explore the geographic area, recce museums and wineries, and include culturally significant venues to create an itinerary and experience that will be hard for any customer to turn down.
Allow meaningful conversations to flourish
Aside from seeing company premises, meeting senior teams and getting hands-on with equipment, the number one priority of any B2B customer event is to provide an environment where meaningful conversations can take place. Strike a balance between workshop led sessions, factory tours and product demonstrations and relaxed, social environments that put delegates at ease and allow interactions and conversations to happen without being forced.
Create an unforgettable guest experience
Underpinning the business goal, is a need for guests to enjoy a positive brand experience and to take away memories of the event that will cement relationships going forward. This is achieved through a considered and well-planned guest experience journey where every touchpoint and interaction counts. From an easy registration process and logistical management to travel arrangements, onsite communications and goodie bags, the focus on guest experience can be the difference between a good event and a great one. The devil is aways in the detail!
Behind the scenes event management
It goes without saying that a lot of time and efforts goes into creating a B2B customer event that feels seamless and meticulously planned. An event management agency with experience delivering UK and European customer events will be able to provide insight, guidance and reassurance throughout the decision-making process. An agency can take full responsibility for event logistics management, from venue sourcing and contract negotiations to supplier management and ground support to ensure internal marketing and sales teams are focused on building relationships with key customers.
Post-event engagement and ROI
B2B customer events should be part of a strategic plan for ongoing face to face engagement and business growth. They will rarely be a standalone event, but instead become a recurring get together that provides structure and format to customer and prospects relationship building. Businesses should see such customer events as an investment, with particular focus on post-event activities. These may include thank you communications, event highlights and photos, feedback surveys and follow-up sales meetings. A structured follow-up strategy helps turn positive event experiences into long-term business opportunities.
Successful B2B customer events are built around delivering value throughout the customer journey. From engaging pre-event communications and carefully selected venues to guest experiences, thoughtful gifting and professional execution, every detail contributes to how attendees perceive your brand.
At FMI Agency we have delivered corporate event management for some of the world’s leading brands both in the UK and Europe. We design B2B customer event experiences that strengthen relationships and leave a lasting impression long after the event has ended.
If you are looking to create a B2B customer event that your attendees will remember, then get in touch with us using the form below.
