Have you noticed, in the past events that you organized or attended, that visitors not only come from all backgrounds, seniority, and industries, but they have diverse reasons for being there as well? The most commonly observed reasons from many events are:
- Catching up with old colleagues and friends in the industry (“Missed you buddy!”)
- Checking up on competitors to plan for the next course of action (“Wow, can I get all your brochures? And I ran out of my name cards…”)
- Got an invite from your vendor, so why not skip the office for a while and grab that VIP lunch? (“Boss, I’m there to fact-find about the latest release of …….”)
- Grabbing as many booth freebies to make the time spent worthwhile (Enough said)
The truth is, most event visitors are genuinely interested in discovering business opportunities during an event. But, why does it feel like you couldn’t connect with your audience to unearth such opportunities, and most leave the event without any meaningful conversations at your booth or with your sales teams? If you are the organizer or an exhibitor of the event, it is your job to make their time worthwhile by first getting clarity on their objectives, and adding value through clear, real-time communications of what they need to know, and where they can best achieve their objectives before, during, and after the event.