9 Tips for Extending Your Print Brand With Events
6) Define your VIP buyers.
First, define what a VIP buyer is and make sure your definition and that of your exhibitors’ match. You might consider the president of a company the VIP buyer, but your exhibitors might know the director of operations is really the decision-maker.
7) Make your content relevant to the buyers.
Make sure your conference content is relevant to VIP buyers. You won’t attract c-level attendees without strategic-level topics. Consider a private, invitation-only conference track with high-level meetings on topics that shape your industry.
8) Make the VIPs feel like VIPs.
A VIP buyer is going to expect peer-to-peer contact on site. The president of a company doesn’t want to stand around in a crowded booth and talk to a salesperson. At the very least, look into VIP floor hours or scheduled appointments so that VIP-level buyers are meeting with VIP-level sellers. Many organizers are also launching completely new events for their high-level buyers. For example, private events at resort locations where the number of suppliers is limited, and the meetings take place in a board room instead of the traditional exhibit hall.
9) Get value for your dollar.
Finally, if you’re serious about attracting VIP buyers, pay their way—hotel, registration and airfare. But you need to have a plan in place to make sure you’re getting value for your dollar. For instance, set a pre-planned agenda with dinners and meetings with your top 10 exhibitors.