What is a B2B Event? How to Find the Right Business Event [examples]
It’s easy to get bogged down by professional jargon that you don’t quite understand, such as B2B events. If your industry deals with businesses, you have more than likely entered the B2B domain. There is no better way to market your B2B business than at a B2B event, so this blog is set out to help you understand exactly what a B2B event is and which ones are best for you and your business.
What is a B2B event?
B2B simply means business to business. A typical B2B event is an opportunity for businesses to showcase products or services to other businesses in the hopes of having a business complete a one off purchase from you or for your business to become a supplier for that business. You will also be able to gain invaluable insight into where your business sits within the industry and get a look at what your competitors are doing. It is important to note that B2B events differ greatly from B2C events as the former markets towards businesses and the latter is focussed on the consumer, however both are typically industry specific.
How to select the best B2B event for your business?
Before you dive into booking onto a B2B event, keep in mind that you should be very strategic about your approach to this. First, you need to decipher what your business has to offer. Then you need to understand exactly who your audience are and where they are. For example, there is no point in heading to an exhibition in person if your audience is online. This is why we recommend considering the following steps before booking anything.
1. Review the competition
This is a good way to decipher whether it is worth your time to exhibit. If every single one of your competitors is exhibiting at a specific trade show, you need to decide if you want to as well and what you have to offer that will make you stand out.
2. Find previous exhibitor lists
These are normally available online for you to see, or you could contact the venue to acquire this. It will be a good indication to see what businesses are exhibiting and whether it is worth your time to do so.
3. Attend an industry specific event as a spectator
Make the effort to attend an event as someone who is not exhibiting so you get to experience what potential clientele will experience. While you’re there ask yourself; Which direction are people walking around the venue? Where is the best spot in the hall? Which stands catch your attention?
4. Remember your budget
Always remember your budget for exhibiting in the back of your mind. Be realistic about what you can afford, and scale back any plans that exceed this. A long term marketing strategy will be important for establishing tactics needed to hit business milestones.
5. Footfall figures
You need to be aware of how many people the event draws in and weigh up whether it is worth it. This doesn’t only apply to in person events, but online too. All marketing activity has to be worth your investment.
Our top B2B Venues in the UK
When it comes to exhibition venues in the UK, two well-known locations spring to mind. Located hundreds of miles apart, these venues both have their own charm and draw in crowds in their thousands every year.
ExCeL London hosts 400 events per annum, drawing in 40,000 companies and 4 million people from all around the globe. Due to its size, it is a great venue for networking with fellow industry experts or meet potential customers.
There are 18 exhibition halls, 32 conference suits and lots of additional outdoor space at the NEC. It is also situated in the midlands, not far from Birmingham airport which means it is super accessible.
B2B Events in the UK
With dedicated venues to attend B2B events, you can imagine the volume of events you can attend each year. Each sector will host dedicated events showcasing new products, technology and innovation. With so many events to choose, we’ve decided to highlight our personal favourites. These are either popular events attanded by our clients or shows that challenged our stand design skills due to the calibre of businesses at the events.
1. CV Show @ NEC
This is the leading show for road freight transport in the UK. There were just over 11,000 visitors for their last show and 232 exhibitors! We are normally here with clients such as ProtectAVan.
2. Oceanology @ ExCeL London
Oceanology is an international event that is designed for the world’s marine science and ocean technology communities. We have lots of experience working with businesses exhibiting at Oceanology International – dating back as early as 2006!
3. BETT @ ExCeL London
BETT is another global show that is specifically catered toward the education technology sector.
4. Spring Fair @ NEC
Spring Fair positions itself as ‘the shop for shops’ and is a great place for homeware, gifting and fashion businesses to get an insight into upcoming trends, colours and much more that are set to dominate the industry in the coming months.
B2B Events in Europe
Across Europe there are hundreds of exhibition event spaces. While we haven’t been to them all, our favourite mainland venues are also locations we are able to offer our exhibition services internationally. Some of those are listed below.
The RAI is 5 minutes from the city centre and 8 minutes from Schipol airport which means it is really accessible with over 1.5 million visiting per annum.
Insideout Events work at B2B exhibitions here such as Aquatech, Interclean and IBC.
They have 305,727 square metres of exhibition space and are a big draw for shows such as Medica and Euroshop, both of which are events that Insideout produces exhibition stands for.
This is France’s largest exhibition complex.It boasts a combined 606,312 square feet of equipped interconnected spaces and exhibition spaces that can be utilised all year round.
Hosting around 80 trade fairs and 2,000 conferences annually, the Messe in Cologne is one of Germany’s largest exhibition and conference centres. Insideout Events provide exhibition stands for shows such as Kind und Jugend at this venue.
MRO (Maintenance, Repair, and Overhaul) events are a series of global exhibitions and conferences focused on the aviation industry’s maintenance, repair, and overhaul sector. These events bring together professionals, suppliers, and service providers to showcase the latest innovations, technologies, and services. MRO events are held annually in key regions, including Europe, the Middle East, Asia-Pacific, and the Americas. Some of which, we have experience working with businesses exhibiting at global MRO events.
Remember, be strategic in your approach and your marketing. If you need help, we have all the expertise help you create an effective trade show marketing strategy.
Other B2B event ideas for your business
1. B2B trade shows
Trade shows are a great way to get your business in front of the right audience as they are attending the event knowing what service/product they are hoping to find. Attending a trade show for the first time can be daunting which is why it’s best to know what to wear to B2B events and any trade show tips before you go.
2. Online workshops
Living in the digitised era has opened up a lot of opportunities for businesses. With so many more people accessing the internet now, hosting online events is a great way to reach a wider audience. Plus the added benefit of being more eco friendly too!
3. Social media
Building your brand awareness online is arguably one of the most important marketing avenues to go down for your business. Even if you are predominantly talking to a B2B audience, you have to remember you are talking to people and more people are on social media than are not!
4. Live streaming
Speaking of Social Media, you can live stream your products to your followers. This typically works really well in a B2C setting, but there is nothing to state that you couldn’t do this in a B2B setting either. Social media is all about keeping things fresh and exciting, so make sure your business stands out from the rest.
Are you ready to dip your toe into B2B exhibitions? Struggling to know where to start? Contact us on the form above to see how we can help!