An interactive and interpersonal exchange can provide various insights and experiences – be it a forum, conference, or an online roundtable meeting – it provides a unique experience that is impossible to replicate in other formats.
The key to a successful event is to get the right people in the room, and the C-suite is the most challenging audience. Not only do marketers highly desire this group, but it is also frustratingly difficult to convene. Top executives will not just leave their offices unless they’re sure to get significant value; otherwise, they’ll just punt an invitation to a representative.
( Also Read: 7 Event Planning Conferences to Attend in 2021 )
Actionable Insights to Attract the C-Suite to your Events
These approaches will shape your plans and boost attendance for your next executive event.
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Know your target
Be transparent about your motivation for bringing these executives together. Know the topics that matter most to them, and determine how you can be of value. Also, consider what you want to achieve by the end of the event. The conversations generated during the event should be sustained by your sales teams.
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Help them discover their vision, not yours
One of the most important business skills you can possess is empathy. Business owners and top management teams are to blame for any lack of empathy because they have a daily mantra of, “We must make sales, immediately!” Know how your offering helps create the desired future for your target C-Suite. Create the necessary associated content and strategically insert it into his or her world.
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Relate to a peer core group
One reason why it’s difficult to attract C-suite executives to events is relevance. C-suite executives will only take time away from their offices if an event promises to be relevant to their business needs.
Make sure that your event provides value by assembling a vital peer group to receive guidance and input on what to include in your event agenda.
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Begin small and scale-up
Top executives desire to connect with peers and exchange ideas. Due to this, it can be challenging to attract them to large-scale events. Rather, look to more intimate formats, like forums, panels, or roundtables events. This will foster the kind of intensive, productive environment that C-suite executives cherish. If you intend to host a large event and want to attract top executives, create an executive track and feature a more exclusive meeting before the event starts.
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Take advantage of your older executives
Leverage the expertise and credibility that your C-suite provides. For instance, if you want to target C-suite tech buyers at your next event, enlist your Chief Technology Officer to help handle the event and share their perspectives during it. If you involve your executive team, your audience will trust that the event will add value to them, rather than just a sales pitch.
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Engagement is more important than attendance
Engagement is the most important thing you can generate at an executive event. Ensure that your content is not sales-focused and based on benefits and features because C-suite executives prefer to hear about results and impact.
Conclusion
You can attract the C-suite executives to your events and make them look forward to coming for future events. However, there are no shortcuts to achieving this; you must convene worthy peers and relevant ideas. By using the proper strategy, your events C-suite events will be worthy.