The Evolution of Events

From sales opportunity to strategic customer relationship tool.

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It's incredible how quickly things can change in the business world. Just a few years ago, events were primarily seen as a way to attract potential new customers and sell products. But today, the landscape has shifted, and events have become more than just a tool to acquire new customers.

According to A2Z Events by Personify's recent exhibitor data survey results, 67% of event exhibitors prioritize visibility when exhibiting at events. In other words, they want to be seen and remembered by attendees, current customers, and industry partners.

Generating leads and enhancing brand reputation are still important, but they take a backseat to this new priority. What's driving this shift? For one thing, events provide a unique opportunity to strengthen relationships with existing customers. By attending events and engaging with companies on a personal level, customers feel more connected to the brand and more likely to remain loyal over time. This can be invaluable in a competitive marketplace with high customer acquisition costs.

But events also offer a chance to connect with new buyers and prospects in a way that other marketing channels simply can't. In today's digital age, face-to-face interactions are rare and valuable, and events provide an opportunity to establish rapport and build trust with potential customers more quickly than through email marketing and social media.

And let's remember the importance of community. More than 40% of exhibitors surveyed felt that events offered a chance to participate in the community created around events. Events allow businesses to connect with like-minded individuals and organizations, share knowledge and ideas, and collaborate on future projects.

All of these factors point to a significant shift in the role of events in the business world. Rather than being a one-time opportunity to sell products or services, events are now crucial to a company's marketing and customer relationship strategy. To be successful, event organizers need to be attuned to this shift and be willing to adapt their approaches to meet the evolving needs of exhibitors and attendees. With the right approach and commitment to meeting the goals of everyone involved, events can continue to thrive as an important part of the business landscape.

How A2Z Events by Personify Can Help
If you're looking to put the ideas in this article into practice, A2Z Events by Personify is a great place to start. As part of their $19 million investment in event management and registration solutions, they have launched the A2Z Events Hub, designed to be a one-stop location for all your event needs. With features like real-time communication, networking tools, and lead retrieval, the hub is designed to make it easy for exhibitors, attendees, and speakers to connect and engage with one another.

Additionally, the hub includes a range of features to make events more manageable and more streamlined for organizers, from registration to tracking analytics to managing floor plans and scheduling sessions. So if you're ready to take your events to the next level and capitalize on the changing role of events in the business world, the A2Z Events Hub is an excellent tool for doing just that.

Chat with one of our events experts today.