How to organise a B2B event to build client loyalty: the keys to success

Do you want to strengthen the connections you have with your existing customers? Stimulate your business growth? You've come to the right place: B2B events are an effective marketing strategy for buildingcustomer loyalty. We give you our tips for organising a successful, legitimate event that will have a real impact on your business.

1. Defining objectives and target audience

First of all, you need to define what you want from this event. If you're reading this article, it's probably because you want your customersto become loyal clients, and you're right. Creating a strong, lasting bond with your existing customers generates greater profitability over the long term and helps you achieve meaningful financial stability. It also builds trust, improves satisfaction and increases positive word-of-mouth to attract new customers. It’s absolutely all upsides!
Now that your expectations are clear, it's vital to target the customers with whom you will be able to achieve these objectives. Among which customers do you want to build loyalty? Which relationships or collaborations would you like to focus on? Which customers generate the most revenue for your company? Take the time to list your guests to make sure your targeting is relevant.

2. Choice of format and venue for the event

For a B2B event to be a success, it has to be memorable and effective. To achieve this, you need to choose a venue that is consistent with the valuesyou want to convey, the image you want to project and, to stand out, you need to inspire emotion in your customer. You will have to make careful choices and tell a powerful story to leave a lasting impression on your network.

Before making any decisions about the ideal venue or format for your event, we recommend you consider these three points:

Understanding and knowing your audience. To ensure that your loyalty strategy is appropriate, you need to know who you're talking to. If your customer likes to get away from their everyday work environment, or has a particular love of sport or concerts, inviting them to the Stade de France definitely makes sense.
Estimating the number of guests. This estimate will be key to determining the offers that best meet your actual needs. As you can imagine, the number of guests you invite will inevitably have an impact on your planned venue, number of seats, service and budget.
Drawing up a detailed budget. The budgeting stage is essential to the success of your project. Consider costs relating to venue hire, catering, entertainment, equipmentpurchases, logistics, communication, travel, etc.
Our advice: be realistic and consistent with your financial resources. If you have to make a choice, think smaller, but don't skimp on the quality of the services. The success of your strategic challenge depends on it.

Now that you know who your customers are, how many people you want toinvite and what your budget is, you have all the information you need to choose the right venue and maximise your event's chances of success.

3. Effective planning and promotion

To get off to the best possible start, we suggest that you set up a team dedicated to managing and organising your event. The members of this team will be responsible for ensuring that the project runs smoothly, and each member must be aware of their responsibilities and meet the deadlines agreed in advance. The most effective way of planning and coordinating this team is to draw up a detailed schedule, including:

The date and time of the event;
Booking the venue;
Booking the catering;
Sending out invitations;
The strategy for communications and content: e-mails, social media, website, etc. ;
Details of the event programme;
Contacting your sales representatives and stakeholders;
A list of your logistical requirements, resources andtools;
Designing or purchasing whatever you plan to offer your guests: merchandise, gifts, etc. ;
Post-event thanks and requests for feedback.

Important: we suggest you plan ahead as much as possible. The further ahead you plan, the easier it is to avoid unpleasant surprises, plan Bs and last-minute unforeseen events.

4. Creating a memorable experience for the participants

To build customer loyalty, your event needs to be memorable. People often associate this idea with something extravagant or excessive, but in reality, creating an unforgettable experience comes down to one word: personalisation. You already know your customers - the aim is to show them! From the invitation to your final exchange at the end of the event, make sure they feel different and special.

Careful, personalised decor, fascinating speakers, fascinating, interactive presentations, unexpected gifts and, more generally, anything that reflects sharing and your common values are all techniques you can employ. They will increase your audience's engagement, foster their attachment to your brand and ensure that your existing customers become loyal customers.