How to get audience at B2B events

Events are the mainstay of marketing activity mix in B2B businesses, to generate opportunities. Hence they need to be carefully planned and executed. The key consideration is the quality of audience that comes to attend an event. The following ten factors need focus to get there.

The first factor is the why. Why would a target customer attend your event? These days information about your product and competing products are readily available on the net. Customers will not come just to listen to your sales pitch. It is then imperative we add general interest sessions about the technology or field that you are in. Preferably this session should be conducted by a neutral, respected person of authority on the subject.  Alternatively, people want to hear celebrities, senior policymakers and leaders. These sessions should form the core of the event.

The second factor is networking. People like to meet others in similar situations and discuss how they are addressing similar challenges. People also like to network to scout for talent or find jobs. It is therefore important to highlight the profile of attendees in all communication.

Location: In large metros, with current traffic scenario, event location becomes an important factor. Centrally located venue (or located close to where a majority of your target audience resides) that is well connected and with parking will ensure fewer dropouts.

Timing:  The timing of your event matters a lot.  It is difficult to draw senior people to day events as it interferes with their office work. Evening events or events which start after 4 Pm will usually get better attended. Even dates and days matter. Events closer to month end are less popular. Monday events are shunned. Events that start at the beginning of a long weekend will see less attendance.

Building Hype: It helps to build hype around your event. This can be done by sending a series of communications each highlighting a particular aspect of an event. Having quality speakers, celebrities in attendance, out-of-the-box content helps.

Reminders.: All registrants must be reminded on phone and email one day prior to the event. This ensures reduction in dropouts.

Venue Quality: Quality of revenue reflects on the perceived quality of the event. Choose good hotels or respectable institutions to host your event.

Multiple databases: No one agency can guarantee you 100% coverage of your potential audience. Use multiple databases to reach out to them.

Multiple Platforms: No one platform can reach out to all the potential attendees. Use a combination of emails, telecalling, social media advertising and digital advertising. Depending on the budget you may consider print, radio, outdoor and TV advertising too, but here targeting is difficult hence are expensive per unit of the result. Event listing websites like also increase event’s reach.

Brand association: Big and respected brands draw attendees. If you are a big brand great, if not try to piggyback at events where big brands are present.

We at Channel Technologies manage hundreds of events annually, all the above pointers are based on our experience and may or may not guarantee success in a particular event. So use these guidelines intelligently as you think they would apply to your event.



Using an event app is a must while managing events in these days

That this is the age of digital transformation is something we have all heard and seen.

Happening at an unprecedented pace, this transformation has not left the event industry untouched. A witness to this is the upsurge of event apps in the market.

Here are some reasons why you should consider using a mobile app at your next event.

  1. Save time and money on printing and mailing

If marketing guides and event brochures are littering your venue floor, an event app is all you need. Economise your time and money spent on designing and editing along with avoiding the environmental waste budgets for your paper products!

  1. Showcase agenda on the go

Event apps allow you to display the agenda in a well-organised way so that all participants can plan and personalise their schedules. On a mobile app like MyEventGateway, you have the advantage of sharing speaker profiles, photos, videos or collaterals before, during and even after the event.

  1. Be relevant and timely

No need to worry about any session changes or if a new speaker is joining the list! With instant notifications, you can ensure your participants stay updated. Send messages to all/select registrants via 3 modes: email, push notification and SMS with MyEventGateway.

  1. Manage attendees with CRM

How many back-and-forth emails will you have to send and receive? Is the spreadsheet you were working on yesterday still on your mind? With registration and feedback facilities available on event apps, attendee data management becomes easy.

  1. Automate on-site check-in

If manual check-in lists are the order at your events, it’s time to deploy an event app! With a mobile app that allows check-ins through QR codes, forget the usual snake queues for participants, especially in large-scale events.

  1. Not just mobile, apps are ways to connect

Event apps can actually let your attendees be true participants. Having an activity feed allows attendees to engage with each other during the event and afterwards. A tool for organic conversations to happen which otherwise are not so much possible during conferences!

With mobile technology evolving continually, it only makes sense that your events follow suit. So before you begin executing the plans for your next event, make sure you have decided on the event app you want to use in it.