An event is a good way to meet your clients, prospects, partners or future employees! Here are a few tips to help you put all the chances on your side and thus favour the success of your event.

Get to know your target

Organizing an event, a webinar, participating in a trade show, and so on, is above all an excellent way to meet and interact with your target audience. Do you know the target you want to address? Do you know how to promote your event to your target audience (social media? flyers? personalized email invitations? etc.)? What's your target audience looking for and what can they gain by coming to the show? How can they easily register for your event? One of the easiest ways to register for events is online: setting up a page dedicated to visitor registration, which involves them filling out a simple form, allows you to assess the number of interested parties, their profile, their profession, etc., and thus make the necessary adaptations if necessary.

Put yourself in your target's shoes

What can they gain from your event? Participation in an event is also the time a visitor takes to get to know you better but their time is precious; their participation must be beneficial to them. Are you offering to teach them new things? Do you want to make them aware of themes that are of interest to their profile? Your targets will participate if there’s something of interest to them: many people sign up for events but don't attend (no show) because certain things in their schedule take priority. So make your event a priority that can't be missed!

Registration should be as simple as possible and should inform the visitor

The online registration form should be simple. It should include the date and place of the event, the speakers and who to contact in case of questions. Please also specify how to get to the event: for instance, a map and brief information about highways or subway lines near the event location (it's not uncommon for events to be located in exhibition halls on the outskirts of large cities, with visitors sometimes coming from very far away). Put a simple registration form on the same page, with fields for the visitor's name, profession, company, email, etc. Keep in mind that the longer and more complicated the registration, the higher the dropout rate for potential applicants.

Organize your budget and your schedule

Control your expenses by planning a budget for the entire event but also for everything before and after: communication, follow-up with participants by email or phone, etc. The budget must take into account all the expenses inherent to the event itself (furniture, etc.) as well as the personnel required and unexpected issues (anticipate 10 to 15% of the total budget for the "unexpected" part). As regards time management, prepare a timeline. Organize and plan each step of the event, the appointments or actions/speeches involving your colleagues present there, the time dedicated to each step, etc., in order not to be overwhelmed by the events.

Use quality speakers

Expert and recognized speakers are a way to attract visitors. For instance, your speakers can take the floor at a conference you've organized during the event. If there are going to be speakers, their speech must be well-prepared, flowing, well-thought-out and captivating. The speaker can also rely on a PowerPoint presentation or a product demonstration if they need to support their remarks with visual aids.

Prepare for after the event

Visitors can quickly move on after attending your event, no matter how perfect it is! A visitor reactivation strategy must therefore be put in place beforehand in order to quickly reactivate visitors and capitalize on the experience they've just had. Program the automated emails in advance, which will be ready to send out less than 24 or 48 hours after the event, so you can offer to discuss the subject further with them thanks to a next step (e.g. more personalized customer meeting). This could also involve passing the visitors' phone numbers onto the sales teams so that they can contact them as soon as possible: don't waste this precious time.

There are numerous examples which show how all aspects concerning the organization of an event must be properly addressed to maximize your chances of success. Hence, this organization also requires time, money as well as discussions with your suppliers and your providers who follow you throughout the adventure. With Boothsquare, you can focus on the essentials and save time when organizing and managing your events: BoothSquare provides you with a software platform that allows you to reduce your costs and improve the quality of the operations involved in organizing your event. BoothSquare directly connects the exhibitor with the team that wishes to book a booth, making interactions between the two parties as smooth as possible so that you can focus on tasks with a higher added value!