The “long tail” on-line event
Companies supporting B2B events, consider increasingly less important to get data about an indistinct “mass” of participants gathering in a conference room or in an exhibition floor. Theu consider increasingly important to get limited and valuable contacts that can be acquired over a longer timeframe.
The online event allows the distribution of the initiatives over an extended timeframe: keynotes, conference sessions, matchmaking and networking activities take place over a period of 6 – 8 weeks.
Various possibilities arise:
- The creation of initiatives for a very specific audience and the proper promotion avoiding overlaps and information overload
- The delivery of information to the attendees with proper notice. Attendees increasingly register in the last few weeks or even just a few days before the event, thus it is important to highlight those potentially of interest to them and explain the related networking dynamics
- The setting up of digital matchmakings (one-2-one meetings, close-up meetings, open house demos) a few weeks after the conference sessions, to increase the initiatives efficiency and effectivness. In fact, there is a greater chance of obtaining the availability of people (it is easier to ask to dedicate an hour and a half two times than three hours all together). Moreover, the fresh audience would be certainly interested
- The in-presence sessions geographical relocation, which allow the organization of specific initiatives targetting the audience of various cities and providing local networking opportunities.