The different types of BtoB events for building customer loyalty

BtoB events are essential tools for companies looking to boost their growth. Each type of event significantly strengthens your relationship with your business partners. Whatever your business sector or the size of your organisation, these meetings help engage customers and build loyalty. Even more so when you invite participants to experience an exceptional setting.

This is what many companies have chosen to do at Stade de France over the last 25 years. Associating a brand with a legendary location inevitably acts as a catalyst, offering a host of benefits. By way of inspiration for your next major BtoB meeting, here are a few types of event that have been a major success.

Trade fairs and exhibitions

Trade fairs and exhibitions are essential marketing events for maximising customer satisfaction. These events are an excellent opportunity to present your products, services and innovations to a targeted audience of professionals. This excellent space for meeting customers and prospects gives you the chance to strengthen existing business relationships and make new contacts.

To ensure the success of your BtoB trade show, you need to take a strategic approach. This involves defining clear objectives for your participation in the event and preparing your stands and promotional material. The ideal strategy is to select a reputable venue and date, and promote the event effectively to attract as many participants as possible. An idea that’s always a winner? Offering a top-of-the-range catering service! This is a great way to offer your guests a welcoming experience featuring the very best culinary delights.

Discover how to create top-of-the-range BtoB events! These are all sources of inspiration to help you develop the best strategies in this area. Finally, remember to gather feedback from the various participants after the event. This feedback is useful for assessing customer satisfaction and identifying possible areas for improvement in the medium and long term.

Conferences and seminars

How can you share your expertise and communicate about your business sector? All you need to do is hold a conference or organise a seminar. These are opportunities for your company to position itself as an expert in its field and strengthen its credibility with the public. Depending on the number of people you are planning to invite, choose an adaptable room that suits the expected audience. Make sure that the space is equipped with state-of-the-art audiovisual tools so that your guests can hear and understand you.

To leave a lasting impression on participants, this type of corporate gathering should alternate between formal and more relaxed moments. Start with a warm welcome over hot drinks before getting down to business by thanking your supporters, listing figures and announcing future objectives. After this kind of dense content, you can offer a sit-down lunch or a cocktail reception, depending on the number of guests. Continue the programme by organising a fun group activity that will leave a lasting impression and create shared memories.

At the end of the day, plan a scene that combines video, sound and light. From DJs to karaoke or live music, you're spoilt for choice when it comes to entertainment. Stade de France is the ideal setting for this type of corporate event. Discover the many testimonials from professionals who can attest to the positive impact of these conventions on customer and employee loyalty.

Webinars and online training

Easy to create, webinars and online training are used to disseminate information and help participants develop their skills. Setting up this new kind of virtual event is important for reaching a wider audience, without geographical or logistical constraints.

These presentations can cover a wide range of topics, from commercial presentations of new products and services to demonstrations of best practices in your sector. Choose an appropriate social mediaplatform to promote your event effectively.

The very next day, make sure you follow up with the different contacts you have made with the aim of generating a Call to Action which is synonymous with commercial commitment. One good hack is to invite them to a networking event in the near future.

Exclusive events and networking

How can you stand out from the overly traditional BtoB events? By organising an exclusive event or networking session. These custom-made events are an opportunity for your company to expand its business relationships, thank your partners and customers for their loyalty and get them more involved with your brand. This is an excellent way of raising your company's profile and boosting your sales.

Exclusive events can take many forms, from private dinners and gala evenings to guided tours. And to mark the occasion, there's nothing quite like an invitation to enjoy the view from a private box at a concert, football match, rugby match or other sporting event. As Julie Bastien, Director of Communications and Digital Strategy at FRAIKIN, explains, this last technique offers a guaranteed "wow effect". Your main objectives are to create a sense of belonging to your brand and to strengthen the emotional ties between your company and your customers. You can easily build loyalty by personalising the experience for each customer and offering activities tailored to their interests and preferences.

To give participants a pleasant surprise, opt for a demonstration of your product at the heart of the sporting or musical event. The aim is to create dynamic content and offer your audience an immersive, interactive experience. What better way to make a strong and engaging impression?

A successful BtoB event

The venue and the atmosphere are integral elements of a BtoB event. Both should reflect your brand image and make your guests feel special and valued. This the choice many companies have made, from SMEs to large industrial groups. From France TV to the SNCF and Sagem, read testimonials from managers across all business sectors and see for yourself.

Booking catering, a VIP lounge or a private box to attend a sporting event or concert? Organising a seminar, convention, company party, study day or exhibition? Stade de France offers a wide range of services for all these occasions. You even get access to a team of event experts who can help you plan and organise the festivities. Get in touch with our sales team today to make your project a reality and take the next step in your company's growth.