A Blueprint for Balancing Business Goals and Customer Desires to Optimize Event Success

Marketing professionals have been strategizing and organizing events for many years in order to create and sustain communication and relationships with customers and potential customers. However, despite the existence of such events in the marketing industry for months or years now, there is a clear gap with regard to what the executive leadership team expects to achieve from the event and what the attendees expect to gain from the event.

To the leadership team, events are about gaining and expanding sales, profits, and customer loyalty in addition to achieving all of that on the planned budget; however, for the attendees, it is much more. They are a session of contacts, knowledge and experience with what is around the corner for a brand and field. Event marketers end up sandwiched in between the two groups and on the other hand juggle issues of sponsorships, sales, profitability and all time not forgetting coming up with an event that will create the needed stir in the social networks, leave alone satisfying the attendees enough to want to come back in the near future.

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Such a task may be quite challenging for event marketers due to the nature of the set as it is always a balancing of the contradicting needs of both internal and external stakeholders. Trying to achieve a solution which would meet leadership expectations in an event often results in a negative experience for the customer, or vice versa, making it virtually impossible for event marketers to attain satisfaction from all sides. Moreover, the pandemic of the year 2020 added an extra level of complexity for event marketers as they are now faced with competing demands of both live, virtual or a hybrid event. In this piece, we will zoom in on the formula for an effective event and balance between the organizing leadership team and the attendees to create a successful and memorable event.

Extending courtesy such as taking clients out for dinner.

Corporation events are one of those events which many people eagerly anticipate. They are a time when we interact with people we otherwise may not get to interact with in our line of duty or get to interact with colleagues that are physically months due to organizational workload. Between the business happy hours, casual networking meetings, and more casual shared dinners, it is easy for an event marketing professional to ‘wine and dine’ to a new trending restaurant and for the night. However, this is no longer the case in today’s world and that is exactly what has been expected.

Although hybrid events were necessary during the pandemic to maintain the connection between people, it is now a post-pandemic reality, and live events are becoming more and more popular. Unfortunately, people attend the event, are frequently traveling to do so, and spend their time and money to be there, and it is up to the marketing team to ensure it is worth it. From its perspective, attendees want skills, contacts, exposure to others and, yes, enjoyment while they are there.

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In the modern world attendees have a want to roll their sleeves up and get involved in hands-on experiences. Announcing live demonstrations, tutorials and interactive sessions help an event coordinator to be on the right side of the attendees and assure them they are getting value for their time. This makes the attendees not only interact with each other but also amused through creating a branding that is not merely limited to networking dinner but to something that will manifest over and over again. Every now and then, though, there is an indication that it is also picking up and might be strong enough to present a threat to the expected traditional ‘wine and dine’ engagement most attendees anticipate.

Direct access to the experts

It is common for the executive leadership team to use such occasions to ensure that its client account teams meet their potential or existing customers to ensure that they are familiar with each other and culturally aligned More often than not, through creating personal one-on-one interaction with end-users and product gurus, the conversation is likely to go the right way needed.teered in a favorable direction. Marketers are aware that attendees seek direct access to spokespeople and other knowledgeable professionals in their field to get potentially inside or sneak peak information about the next innovations.

Participants have questions, and they ought to have! Well that’s what events are for – communication and consultation. Education follows questions, and the plethora of experts can directly engage with the participants to address those questions.

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