Jonathan Kazarian

Once you've approved a speaker or exhibitor, your need to build a resource center for them. Ensure they have access to all the information they need leading up to your event. The next step is to ensure you're putting them on a pedestal when they arrive. Your event registration and check-in software should notify you when VIPs arrive so that you can greet them and ensure they are ready to go!

The number one thing you can do is role-play the "elevator pitch". Every single person who is attending a trade show is representing your brand. It's not about 1-pagers and handouts. It's about training the team and practicing the pitch. Teach them how to do initial discovery, how to pitch, and how to do post-pitch discovery to get a meeting booked. Don't just tell them. You need to practice.

The number one metric for measuring the success of a B2B event is return rate. How many people come to your next event? NPS is great, but people speak with their time and money. If they come back, you’re doing something right.

AI can act as a concierge for each attendee. Imagine being able to ask the bot which side events to go to each evening? Or how to get to your next session. In the near future you’ll also be able to ask the bot to do things like provide a summary of a session or a list of people to meet with.

You also need a clear definition of why you are hosting the event. It’s not just about entertaining your audience. What is the underlying narrative and story that the content you curate tells.

Start by building out a speaker portal. Your speaker portal should contain a checklist of information the speaker needs to provide you such as head shots and bios. But also contain information for the speaker such as hotel and travel information. Each speaker should be assigned a speaker liaison who the speaker can ask any questions of and who greets them when they arrive at the venue. The speaker liaison will also be responsible for reviewing the speakers presentation well in advance of their session.