​Doesn’t your event deserve the Right audience?

One of the key objectives of any event is to meet and engage with target accounts, have meaningful conversations and come away with some decent leads, and hosting your own conference gives you complete control of the agenda, and the invitation list.  

It makes sense that if you build your own agenda, offer compelling content and host your event in a good and convenient venue you can attract an audience who are interested in your offering and are at the right stage in their buying cycle. 

You have a strong story; they have a requirement – voila!

Sadly, it’s not that easy. All too often companies make considerable investment in building their own events but fail to invest in securing the right delegates to register.  The result?  A mad rush at the last minute to get ‘bums on seats’, to fill the conference room and avoid the embarrassment of their sponsors and guest speakers talking to an empty room. This serves one purpose – the room is indeed full but there’s a possibility its full of people who want a day out and a free lunch on you.

So how to get the right people on your delegate list? 

We support vendors with audience acquisition and management services for all types of events across EMEA, from executive briefings and regional seminars through to large scale conferences with thousands of attendees. Here are our top tips for success:

Articulate the value
It sounds simple, but what value will attendees realise from the event?  
We write a value proposition that clearly articulates the ‘why attend’, tailoring the message for each key vertical, market or product focus.  This enables us to target specific personas and buying groups with relevant messages.

A clear audience acquisition campaign
Our event experts work alongside the existing events team to design, execute and manage an audience acquisition campaign to drive interest from the right profile of audience.  The program is multi-touch, multi-tactic and is designed to raise awareness and drive interest then convert that interest into registrations.  

Keep talking to registered delegates
It’s so easy to keep the focus on registrations and lose sight of maintaining a conversation with registered delegates.   We build a nurture stream for registered folks, keeping them informed with event news, ancillary events, cool demos and new speakers.  We also run a ‘bring a colleague’ program to enlist registrants (and speakers!) as influencers within their networks.

Add value with a concierge service!
To really provide value-add over and above digital communication we offer a concierge service to enable VIP delegates to achieve a bespoke event experience.  We advise on session to attend, arrange meetings with senior execs, offer private meeting space and facilitate any travel and logistical support they need.  This layer of VIP service ensures your high profile delegates place value on the event and significantly reduces the number of dreaded no-shows.

If you would like to avoid the ‘rent a crowd’ approach to audience acquisition and would like to learn more about the Yellow Spider approach, please get in touch.  We’d be delighted to chat through our experience and how we could help you maximise your ROI with the right audience at your next event.

​MEET THE AUTHOR: LOUISE BROOKER
Louise joined Sophy in 2015 after eight years as a B2B professional services Account Director working with some of the largest tech corporations in the world, and 10 years as Head of Marketing at an IT distribution and integration vendor.  Louise is a subject matter expert on all things Partner Program and Channel related. ​

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