Event marketing plays a key role in building relationships with business partners, acquiring sales opportunities and strengthening the company's position as an industry expert and leader in a selected product segment .
Activities in this area are more focused on providing substantive value, strengthening the network of contacts and creating opportunities for cooperation. Each of them aims not only to promote the brand, but above all to strengthen relationships with business partners, provide valuable content and support sales in the long term.
Event marketing in B2B focuses on building trust, expert position and facilitating long-term, fruitful cooperation .
The most frequently organized marketing events in B2B:
1. Industry conferences and congresses
Conferences or congresses are events that attract professionals from a given industry. A conference usually differs from a congress in the scale of the event , which increases its importance. Congresses are considered to be more prestigious events, bringing together a wider group of participants, often people with a higher position.
Both conferences and congresses are organized with the aim of presenting new solutions, trends and innovations. They allow companies to share knowledge and gain new business contacts, which often translates into future sales opportunities.
They can be organised in person or online, with in-person events providing better conditions for networking and establishing direct contacts.
The most important forms of brand communication during industry conferences and congresses are:
giving a lecture during a forum speech
participation in discussion panels
engaging in behind-the-scenes discussions and networking
branding, implemented through the media offered by the organizer
The basic marketing function performed by conferences and congresses is to build expert position, educate and exchange knowledge and experiences, and thus create a brand image and establish business contacts.
2. Fairs and exhibitions
Trade fairs and exhibitions are a great place to present your offer afghanistan phone number data to a wide audience, including potential customers and business partners. It is also a great opportunity to see the solutions of the competition.
By participating in trade fairs or exhibitions, B2B companies can establish direct contacts with decision-makers, present their products and services and conduct commercial negotiations.
Trade fairs can be local, regional, national or international events . Some events bring together exhibitors and visitors from all over the world.
Participation in trade fairs can take the form of an "expo", when a brand presents its solutions at its own stand and uses other forms of promotion, available through the organizer's media or visits. A visit to a trade fair serves as a trade mission , during which company representatives focus on the possibility of establishing business contacts with other trade fair participants (mainly exhibitors).
Fairs and exhibitions are usually held in a stationary formula , as their main task is to enable the presentation of products on site, but it happens that such events are also organized online.
Apart from presenting products or services, the primary function of trade fairs is to enable the acquisition of sales opportunities and business partners.