In an increasingly competitive trade conference and exhibition environment, targeted B2B matchmaking is proving to be an investment that delivers measurable returns.
Offering a B2B matchmaking service at events can be costly and time-consuming; which is why many organisers tend not to offer this, hoping their delegates will meet and engage during networking breaks and events. But the truth is, when confronted with thousands of strangers all racing for the coffee station, delegates tend to retreat to a corner to check their mail instead of reaching out to potential new business partners.
A well-organised B2B matchmaking service can take up to six months to orchestrate: reviewing the business models and wishlists of companies who want to participate and researching and reaching out to potential matches requires expertise and perseverance. This means appointing a specialised research partner or upskilling in-house staff to manage the task.
While the extent of the work involved may put off many organisers, feedback from local events indicates that B2B matchmaking services are one of the top drawcards for delegates attending events to secure new business. They are guaranteed meetings with relevant potential business partners in one space and a condensed time frame, they gain new and viable leads, and are thus able to justify their investment in participating in the event. As a differentiator, B2B matchmaking adds measurable value to trade events and is certainly an event feature worth offering. By Leatitia van Straten, chairperson of the Association of African Exhibition Organisers (AAXO)
For more information on AAXO, visit www.aaxo.co.za
All membership inquiries, including a full list of membership benefits and information on how to join, can be directed to aaxo@aaxo.co.za.
