The real value of an event is everything related to the ability to demotivate its participants to establish professional or personal relationships between them.
The organization of a B2B event responds to two types of basic motivations: Either we use it for internal purposes of the company or to obtain commercial benefits.
In either case, we can measure the success or failure of our events by knowing the real values they provide and measuring them.
Core values for B2B events
1- Professional Value
The professional value is the one that emerges from receiving information and examples of good practices to improve or solve particular problems. One way to ensure that your event provides professional value will depend on the quality and relevance of the topics to be discussed by the invited speakers or lecturers and, on the other hand, on the homogeneity of the list of attendees so that they can learn from each other. and exchange information about what they are doing differently or better.
Another professional value is the ability to get new customers, partners, or suppliers.
To do this you must follow three steps:
- Pre-provide the list of participants to generate interest in relationships.
- Communicate in a timely manner the main relevant issues that will be discussed.
- Follow up with the participants by sending the content shared during the event.
2- Value of innovation
People attend networking events to access new markets and find ways to collaborate. They also want to see the innovative offer of the organizer or sponsors through demonstrations.
The best way to ensure innovation value will be to have sponsors who can succeed with your products or solutions and do everything possible to provide them with the necessary visibility.
3- Reputational value
The more prominent names of sponsors you can involve in your event, the happier attendees will be as their reputations will be enhanced by being able to interact and do business with well-known brands. Therefore, it seeks the collaboration and sponsorship of renowned companies, speakers, and attendees.
4- Social value
The social value of events should not be underestimated. People are social creatures and social value not only has to do with business relationships but also with creating or strengthening our personal contacts with others.
In face-to-face events, the importance of spontaneous moments of relationship must be taken into account, such as coffee or lunch breaks. In virtual or hybrid events, we must facilitate personal contact by promoting networking spaces on social networks.
5- Emotional value
Your events should generate excitement in attendees. Evoking an emotional response makes it easier for attendees to communicate and actively participate.
Choose your guest list carefully and based on how your attendees relate to each other. Invite speakers or sponsors who are able to inspire connection between themselves and the attendees to create an environment of empathy.
6- Hedonic value
Hedonism is the vital attitude of people seeking pleasure. In other words, it is a psychological mechanism by which, once we have satisfied a desire, it no longer satisfies us sufficiently and we create another need.
Make sure that your event has an offer of high-level sensory pleasures: good gastronomy, a good physical environment and, of course, a suitable atmosphere.
The participants themselves should be the protagonists in any networking event. Getting them to interact positively with each other is the best way to transmit all the values we have talked about and to achieve our goal.
At PGR+ Marketing & Technology, we are specialists in generating value for our clients' events. Our offer of services in the organization of corporate events, whether internal or external, cover the different temporal stages of an event, offering value before, during and after an event:
- Providing the most appropriate content and attendee lists for your offer.
- Monitoring and controlling that everything goes well during your event, concentrating on the hedonistic and emotional values that emanate simultaneously with its development.
- Carrying out the subsequent follow-up of all the participants, to collect their opinions, provide the information and conclusions drawn and, above all, be able to specify the commercial actions.
The team of professionals at PGR Marketing & Technology work together, taking care of even the smallest detail and contributing the most innovative and creative ideas in order to turn each company event, even in the most difficult moments, into an unforgettable experience.
