[{"data":1,"prerenderedAt":2783},["ShallowReactive",2],{"top-banner-en":3,"blog-article-how-to-organize-a-trade-show-en":4},{"prismicDocument":-1},{"prismicDocument":5,"relatedArticles":785,"relatedPages":2149},{"id":6,"uid":7,"url":8,"type":9,"tags":10,"first_publication_date":13,"slugs":14,"linked_documents":16,"lang":17,"data":18,"_source":781},"en_blog_article_organiser-salon-professionnel","how-to-organize-a-trade-show",null,"blog_article",[11,12],"conseil","global","2026-07-02T10:07:55+0000",[15],"comment-organiser-un-salon-pro-avec-succes-",[],"en-us",{"distribution":12,"article_title":19,"author_name":25,"publication_date":26,"banner_image":27,"article_content":38,"main_tag":765,"body":766},[20],{"type":21,"text":22,"spans":23,"direction":24},"heading1","How to successfully organize a trade show?",[],"ltr","Joy GRAND","2025-06-24T06:29:00+0000",{"dimensions":28,"alt":31,"copyright":8,"url":32,"id":33,"edit":34},{"width":29,"height":30},900,600,"Two professionals shake hands at a trade show while wearing name badges for networking.","https://images.prismic.io/digi-www/aFl16Hfc4bHWioEL_Rencontreentreprofessionnelslorsd%E2%80%99unsalonB2B.webp?auto=format,compress","aFl16Hfc4bHWioEL",{"x":35,"y":35,"zoom":36,"background":37},0,1,"transparent",[39,43,46,49,51,58,60,66,77,79,82,84,87,89,94,96,106,108,113,116,118,124,130,133,137,140,143,146,149,151,153,159,161,164,169,173,175,177,183,185,188,190,193,195,200,206,208,211,216,221,226,228,230,235,241,243,246,248,257,259,263,266,268,271,276,280,282,284,287,289,293,296,298,301,306,310,312,314,327,329,334,339,341,344,349,354,356,358,362,365,367,370,375,380,384,388,390,392,395,398,401,404,406,408,413,417,423,425,428,433,437,441,443,445,453,455,460,463,467,469,475,477,482,496,498,502,505,507,511,513,517,519,522,525,528,531,534,536,538,543,545,548,550,558,560,564,569,571,574,579,584,589,596,598,600,603,605,610,618,620,624,630,632,635,639,644,649,653,657,661,663,665,668,670,675,679,681,684,688,692,697,701,705,709,713,717,721,725,727,729,732,734,740,745,753,756,758],{"type":40,"text":41,"spans":42,"direction":24},"paragraph","Today, 73% of French people find the environmental situation concerning. And they are 87 The events world is changing, and organizing a trade show in 2025 requires a more strategic approach than ever.",[],{"type":40,"text":44,"spans":45,"direction":24},"",[],{"type":40,"text":47,"spans":48,"direction":24},"With 98% of attendees and exhibitors favoring face-to-face meetings (Unimev), the potential is enormous, provided you meet their new expectations: an immersive and engaging experience, easier networking, CSR.",[],{"type":40,"text":44,"spans":50,"direction":24},[],{"type":40,"text":52,"spans":53,"direction":24},"This article, like a guide, reveals 9 essential steps to turn your trade show into a success, whether it's your first edition or the next in a long series. Follow the guide!",[54],{"start":55,"end":56,"type":57},36,92,"strong",{"type":40,"text":44,"spans":59,"direction":24},[],{"type":61,"text":62,"spans":63,"direction":24},"heading2","Why organize a trade show in 2025?",[64],{"start":35,"end":65,"type":57},34,{"type":40,"text":67,"spans":68,"direction":24},"In 2025, in-person professional events continue to be favored. A real event trend, as live interactions help exhibitors and attendees grow their business and build trust-based relationships.",[69],{"start":70,"end":71,"type":72,"data":73},70,81,"hyperlink",{"link_type":74,"url":75,"target":76},"Web","https://www.digitevent.com/fr/blog/tendances-evenementiel-2025","_blank",{"type":40,"text":44,"spans":78,"direction":24},[],{"type":40,"text":80,"spans":81,"direction":24},"It's a fact: trade shows that build immersive experiences and optimize interactions between attendees and visitors are in vogue.",[],{"type":40,"text":44,"spans":83,"direction":24},[],{"type":40,"text":85,"spans":86,"direction":24},"And, to boost attendee engagement, every organizer needs to ride the wave of digital event technologies.",[],{"type":40,"text":44,"spans":88,"direction":24},[],{"type":40,"text":90,"spans":91,"direction":24},"These help create hybrid experiences, blending in-person and digital, and build a memorable, differentiating attendee experience. They are also used to intelligently broadcast key messages beyond the trade show's physical and time limits, particularly through streaming and post-event digital communication.",[92],{"start":93,"end":55,"type":57},11,{"type":40,"text":44,"spans":95,"direction":24},[],{"type":40,"text":97,"spans":98,"direction":24},"What's more, in-person events and building physical connections let you offer attendees eco-responsible events, with sustainable immersive experiences. Ideal for proving your CSR commitment!",[99,104],{"start":100,"end":101,"type":72,"data":102},88,110,{"link_type":74,"url":103,"target":76},"https://www.digitevent.com/en/blog/sustainable-event",{"start":105,"end":101,"type":57},72,{"type":40,"text":44,"spans":107,"direction":24},[],{"type":61,"text":109,"spans":110,"direction":24},"9 steps to organize a trade show from A to Z",[111],{"start":35,"end":112,"type":57},44,{"type":40,"text":114,"spans":115,"direction":24},"Whether you're organizing your first trade show or preparing the next edition, go through the following nine steps to leave nothing to chance.",[],{"type":40,"text":44,"spans":117,"direction":24},[],{"type":119,"text":120,"spans":121,"direction":24},"heading3","Define the trade show's objective and positioning",[122],{"start":35,"end":123,"type":57},49,{"type":40,"text":125,"spans":126,"direction":24},"First, set your event objectives. These will set the tone for all your other organizational decisions.",[127],{"start":128,"end":129,"type":57},7,32,{"type":40,"text":131,"spans":132,"direction":24},"Do you want to:",[],{"type":134,"text":135,"spans":136,"direction":24},"list-item","Increase your sales?",[],{"type":134,"text":138,"spans":139,"direction":24},"Facilitate business interactions between your exhibitors and their prospects?",[],{"type":134,"text":141,"spans":142,"direction":24},"Increase your brand's visibility?",[],{"type":134,"text":144,"spans":145,"direction":24},"Educate your audience on a specific topic?",[],{"type":134,"text":147,"spans":148,"direction":24},"Recruit new talent or new students?",[],{"type":40,"text":44,"spans":150,"direction":24},[],{"type":40,"text":44,"spans":152,"direction":24},[],{"type":40,"text":154,"spans":155,"direction":24},"Then analyze your audience to target the right people. The goal: understand what motivates your target audience to attend a trade show, by understanding their needs, preferences, and expectations.",[156],{"start":157,"end":158,"type":57},5,53,{"type":40,"text":44,"spans":160,"direction":24},[],{"type":40,"text":162,"spans":163,"direction":24},"One important note: there are major differences between a B2B trade show and a B2C trade show:",[],{"type":134,"text":165,"spans":166,"direction":24},"B2B trade shows are built on a model based on lead generation and professional networking. Their goal is therefore to maximize qualified meetings and business opportunities.",[167],{"start":35,"end":168,"type":57},15,{"type":134,"text":170,"spans":171,"direction":24},"B2C trade shows are organized around a model based on visitor experience and ticketing. Their goal is therefore to attract an audience and offer them an engaging journey.",[172],{"start":35,"end":168,"type":57},{"type":40,"text":44,"spans":174,"direction":24},[],{"type":40,"text":44,"spans":176,"direction":24},[],{"type":40,"text":178,"spans":179,"direction":24},"Then, using this analysis of your target audience, find a differentiating angle to stand out from other trade shows, with a trending and/or innovative theme.",[180],{"start":181,"end":182,"type":57},51,115,{"type":40,"text":44,"spans":184,"direction":24},[],{"type":40,"text":186,"spans":187,"direction":24},"For example, if your target audience is particularly sensitive to CSR and environmental topics, organizing an eco-responsible trade show could be a good idea.",[],{"type":40,"text":44,"spans":189,"direction":24},[],{"type":40,"text":191,"spans":192,"direction":24},"Another example: if your targets are looking for practical solutions to their problems, focus your trade show on demonstrations of innovative solutions and the sharing of experience (through conferences).",[],{"type":40,"text":44,"spans":194,"direction":24},[],{"type":119,"text":196,"spans":197,"direction":24},"Make your event profitable with the right business model",[198],{"start":35,"end":199,"type":57},56,{"type":40,"text":201,"spans":202,"direction":24},"Next, you need to choose a viable business model that lets you get a real return on investment from your trade show.",[203],{"start":204,"end":205,"type":57},18,48,{"type":40,"text":44,"spans":207,"direction":24},[],{"type":40,"text":209,"spans":210,"direction":24},"Several options are available to you:",[],{"type":134,"text":212,"spans":213,"direction":24},"For B2B trade shows, ticketing is often free for visitors, with monetization coming from booth sales, sponsorship, lead scanning, and paid workshops.",[214],{"start":35,"end":215,"type":57},19,{"type":134,"text":217,"spans":218,"direction":24},"For B2C trade shows, monetization can come from ticketing, exhibitor booths, merchandising, and paid conferences.",[219],{"start":35,"end":220,"type":57},20,{"type":134,"text":222,"spans":223,"direction":24},"For any type of trade show, you can offer services, such as equipment rental or providing a caterer.",[224],{"start":35,"end":225,"type":57},26,{"type":40,"text":44,"spans":227,"direction":24},[],{"type":40,"text":44,"spans":229,"direction":24},[],{"type":40,"text":231,"spans":232,"direction":24},"Set up your ticketing system:",[233],{"start":35,"end":234,"type":57},29,{"type":40,"text":236,"spans":237,"direction":24},"If you want your attendees to pay to attend the trade show, you need to think about how you're going to price access to your event.",[238],{"start":239,"end":240,"type":57},104,130,{"type":40,"text":44,"spans":242,"direction":24},[],{"type":40,"text":244,"spans":245,"direction":24},"Will you set up standard pricing for everyone? Or offer VIP access, with exclusive access to certain conferences or private networking? Again, it all depends on your audience, their expectations, and the budget they can put toward attending such a trade show.",[],{"type":40,"text":44,"spans":247,"direction":24},[],{"type":40,"text":249,"spans":250,"direction":24},"Digitevent is here to help: Need to set up online ticketing simply and securely? With Digitevent and its professional ticketing solution, create an online registration platform with intuitive payment, and track your sales in real time.",[251,252],{"start":35,"end":225,"type":57},{"start":253,"end":254,"type":72,"data":255},86,136,{"link_type":74,"url":256,"target":76},"https://www.digitevent.com/en/feature/online-ticketing-solution-for-registration-paid-events",{"type":40,"text":44,"spans":258,"direction":24},[],{"type":40,"text":260,"spans":261,"direction":24},"Find your sponsors and develop your partnerships:",[262],{"start":35,"end":123,"type":57},{"type":40,"text":264,"spans":265,"direction":24},"Sponsoring your trade show lets you both monetize it and increase the reach of its promotion.",[],{"type":40,"text":44,"spans":267,"direction":24},[],{"type":40,"text":269,"spans":270,"direction":24},"So consider developing your strategy around:",[],{"type":134,"text":272,"spans":273,"direction":24},"Exhibition booth sponsorship, workshops, conferences, VIP events, etc.",[274],{"start":35,"end":275,"type":57},28,{"type":134,"text":277,"spans":278,"direction":24},"Digital sponsorship, through advertising on your app, emails, or your website, for example",[279],{"start":35,"end":215,"type":57},{"type":40,"text":44,"spans":281,"direction":24},[],{"type":40,"text":44,"spans":283,"direction":24},[],{"type":40,"text":285,"spans":286,"direction":24},"Think carefully about the pricing you'll offer for each of these partnership and sponsorship packages. To do this, draw inspiration from trade shows that target audiences similar to yours. Benchmarking lets you offer attractive packages for your targets: it's how you launch a profitable trade show!",[],{"type":40,"text":44,"spans":288,"direction":24},[],{"type":40,"text":290,"spans":291,"direction":24},"Maximize attendee networking:",[292],{"start":35,"end":234,"type":57},{"type":40,"text":294,"spans":295,"direction":24},"To organize a B2B trade show well, you need to think about how to prove to your exhibitors and attendees that you'll help them grow their network and/or their business opportunities.",[],{"type":40,"text":44,"spans":297,"direction":24},[],{"type":40,"text":299,"spans":300,"direction":24},"In particular, consider developing:",[],{"type":134,"text":302,"spans":303,"direction":24},"A lead scanning offer for your exhibitors",[304],{"start":35,"end":305,"type":57},21,{"type":134,"text":307,"spans":308,"direction":24},"A qualified meeting scheduler for your exhibitors",[309],{"start":35,"end":234,"type":57},{"type":40,"text":44,"spans":311,"direction":24},[],{"type":40,"text":44,"spans":313,"direction":24},[],{"type":40,"text":315,"spans":316,"direction":24},"Digitevent is here to help: What if you gave your B2B exhibitors access to the Digitevent collection app? There, they have a dedicated space where they can update their public profile, register their team members, download team badges, or retrieve the leads collected at the trade show. For attendees, offer them our Matchmaking app, which they can use during the trade show to find networking opportunities.",[317,318,322],{"start":35,"end":225,"type":57},{"start":319,"end":239,"type":72,"data":320},75,{"link_type":74,"url":321,"target":76},"https://www.digitevent.com/fr/solution/application-salons-scan-collecte-prospects-exposants",{"start":323,"end":324,"type":72,"data":325},317,332,{"link_type":74,"url":326,"target":76},"https://www.digitevent.com/en/feature/solution-b2b-business-meetings",{"type":40,"text":44,"spans":328,"direction":24},[],{"type":40,"text":330,"spans":331,"direction":24},"Monetize your content and spaces:",[332],{"start":35,"end":333,"type":57},33,{"type":40,"text":335,"spans":336,"direction":24},"Another option to make your event profitable: build your business model around monetizing your trade show's content or its spaces.",[337],{"start":338,"end":182,"type":57},79,{"type":40,"text":44,"spans":340,"direction":24},[],{"type":40,"text":342,"spans":343,"direction":24},"In particular, consider offering:",[],{"type":134,"text":345,"spans":346,"direction":24},"Paid conferences for attendees, such as workshops with industry experts and influencers, or inspiring keynotes.",[347],{"start":35,"end":348,"type":57},30,{"type":134,"text":350,"spans":351,"direction":24},"Private spaces for hosting meetings and product demonstrations, allowing exhibitors to showcase their brand image.",[352],{"start":35,"end":353,"type":57},14,{"type":40,"text":44,"spans":355,"direction":24},[],{"type":40,"text":44,"spans":357,"direction":24},[],{"type":119,"text":359,"spans":360,"direction":24},"Select your trade show venue",[361],{"start":35,"end":275,"type":57},{"type":40,"text":363,"spans":364,"direction":24},"Next step: choosing your event venue. This venue needs to be both practical and allow you to create a differentiating attendee experience.",[],{"type":40,"text":44,"spans":366,"direction":24},[],{"type":40,"text":368,"spans":369,"direction":24},"Here are a few criteria to consider when organizing your trade show:",[],{"type":134,"text":371,"spans":372,"direction":24},"The accessibility of the venue",[373],{"start":35,"end":374,"type":57},17,{"type":134,"text":376,"spans":377,"direction":24},"Its size relative to the estimated number of attendees",[378],{"start":35,"end":379,"type":57},8,{"type":134,"text":381,"spans":382,"direction":24},"The flexibility of the spaces: particularly in relation to the number of booths you want to offer and the different areas you want to design on site",[383],{"start":35,"end":234,"type":57},{"type":134,"text":385,"spans":386,"direction":24},"Included services: lighting, signage, whether providers are included or not.",[387],{"start":35,"end":374,"type":57},{"type":40,"text":44,"spans":389,"direction":24},[],{"type":40,"text":44,"spans":391,"direction":24},[],{"type":40,"text":393,"spans":394,"direction":24},"For example, you could choose to organize your trade show in:",[],{"type":134,"text":396,"spans":397,"direction":24},"A convention center, for a trade show with many attendees expected",[],{"type":134,"text":399,"spans":400,"direction":24},"A hotel, to be able to host attendees over several days",[],{"type":134,"text":402,"spans":403,"direction":24},"An unconventional venue (mansion, loft, villa, manor house, château, etc.) to leave a lasting impression",[],{"type":40,"text":44,"spans":405,"direction":24},[],{"type":40,"text":44,"spans":407,"direction":24},[],{"type":119,"text":409,"spans":410,"direction":24},"Choose your key vendors",[411],{"start":35,"end":412,"type":57},23,{"type":40,"text":414,"spans":415,"direction":24},"At this stage, you need to select vendors aligned with your trade show's vision.",[416],{"start":65,"end":338,"type":57},{"type":40,"text":418,"spans":419,"direction":24},"First, ask yourself whether you need an event agency, or whether you can handle the organization and management of your event in-house from A to Z. Use an agency if you don't have all the required skills (logistics, communication, etc.), or if you lack internal resources.",[420],{"start":421,"end":422,"type":57},40,52,{"type":40,"text":44,"spans":424,"direction":24},[],{"type":40,"text":426,"spans":427,"direction":24},"Then consider these different types of essential vendors:",[],{"type":134,"text":429,"spans":430,"direction":24},"An audiovisual and staging provider, to create an impactful setup",[431],{"start":35,"end":432,"type":57},35,{"type":134,"text":434,"spans":435,"direction":24},"A food and catering provider, who can offer trending options such as food courts or eco-responsible caterers",[436],{"start":35,"end":275,"type":57},{"type":134,"text":438,"spans":439,"direction":24},"A logistics and transport provider, to manage the trade show's setup and visitors",[440],{"start":35,"end":65,"type":57},{"type":40,"text":44,"spans":442,"direction":24},[],{"type":40,"text":44,"spans":444,"direction":24},[],{"type":40,"text":446,"spans":447,"direction":24},"Share your event brief with your potential vendors, and select them with your objectives in mind. Remember that the point of outsourcing these tasks is ultimately to gain efficiency!",[448],{"start":449,"end":450,"type":72,"data":451},6,22,{"link_type":74,"url":452,"target":76},"https://www.digitevent.com/en/blog/event-brief",{"type":40,"text":44,"spans":454,"direction":24},[],{"type":119,"text":456,"spans":457,"direction":24},"Manage your event logistics",[458],{"start":35,"end":459,"type":57},27,{"type":40,"text":461,"spans":462,"direction":24},"The time has come to focus on your event logistics.",[],{"type":40,"text":464,"spans":465,"direction":24},"First, put together your event's detailed program. Choose the trade show's duration, and set the times for each activity (conference, workshop, keynote, presentation, etc.) you plan to run.",[466],{"start":220,"end":123,"type":57},{"type":40,"text":44,"spans":468,"direction":24},[],{"type":40,"text":470,"spans":471,"direction":24},"Then set up staff dedicated to managing the trade show and its security. In particular, consider appointing people to welcome attendees, others to coordinate booths, and security teams.",[472],{"start":473,"end":474,"type":57},12,71,{"type":40,"text":44,"spans":476,"direction":24},[],{"type":40,"text":478,"spans":479,"direction":24},"Finally, don't forget to plan appropriate security measures. In particular, think about how you'll manage access control and evacuation in the event of an emergency.",[480],{"start":348,"end":481,"type":57},59,{"type":40,"text":483,"spans":484,"direction":24},"\nDigitevent is here to help: With our event management platform, manage your badges with ease. Our check-in app lets you print personalized badges for your attendees on site, and streamline your guests' check-in. If needed, also take advantage of our equipment rental offer (printers, labels, lanyards, etc.).",[485,486,491],{"start":36,"end":459,"type":57},{"start":487,"end":488,"type":72,"data":489},99,111,{"link_type":74,"url":490,"target":76},"https://www.digitevent.com/en/feature/checkin-guestlist-event-app-control-register-participants",{"start":492,"end":493,"type":72,"data":494},121,146,{"link_type":74,"url":495,"target":76},"https://www.digitevent.com/en/feature/live-printing-event-badges",{"type":40,"text":44,"spans":497,"direction":24},[],{"type":119,"text":499,"spans":500,"direction":24},"Build your visitor and exhibitor journey",[501],{"start":35,"end":421,"type":57},{"type":40,"text":503,"spans":504,"direction":24},"To optimize the experience of your visitors and exhibitors, you need to design the journey they'll take during your trade show.",[],{"type":40,"text":44,"spans":506,"direction":24},[],{"type":40,"text":508,"spans":509,"direction":24},"First, design your visitor journey. Think about what content they'll have access to during the trade show: venue map, event app, immersive journey, networking areas, etc.?",[510],{"start":128,"end":65,"type":57},{"type":40,"text":44,"spans":512,"direction":24},[],{"type":40,"text":514,"spans":515,"direction":24},"Then fine-tune your exhibitor experience. How will they be able to capture their leads? What levers are available to them to increase their visibility? What ROI can they expect from your event?",[516],{"start":157,"end":421,"type":57},{"type":40,"text":44,"spans":518,"direction":24},[],{"type":40,"text":520,"spans":521,"direction":24},"To do this, define the different offers for exhibitors. Take the time to determine:",[],{"type":134,"text":523,"spans":524,"direction":24},"The number and size of booth spaces",[],{"type":134,"text":526,"spans":527,"direction":24},"The technical services available to them",[],{"type":134,"text":529,"spans":530,"direction":24},"The service offerings they can benefit from",[],{"type":134,"text":532,"spans":533,"direction":24},"The communication services and tools to offer them.",[],{"type":40,"text":44,"spans":535,"direction":24},[],{"type":40,"text":44,"spans":537,"direction":24},[],{"type":40,"text":539,"spans":540,"direction":24},"Then model the trade show's floor plan. You can do this on paper, or using digital tools (such as AutoCAD).",[541],{"start":157,"end":542,"type":57},38,{"type":40,"text":44,"spans":544,"direction":24},[],{"type":40,"text":546,"spans":547,"direction":24},"Finally, remember to select all the digital tools that will help you improve the attendee experience and engagement at your trade show. Define the content that will be made available on your website, or on your event or exhibitor apps.",[],{"type":40,"text":44,"spans":549,"direction":24},[],{"type":40,"text":551,"spans":552,"direction":24},"Digitevent is here to help: To ensure optimal turnout at your trade show, Digitevent helps you create your app in your event's image. Display the program of your various activities, along with a personal schedule they can customize. This helps boost their engagement, and networking at B2B trade shows.",[553,554],{"start":35,"end":225,"type":57},{"start":555,"end":101,"type":72,"data":556},95,{"link_type":74,"url":557,"target":76},"https://www.digitevent.com/en/feature/event-app",{"type":40,"text":44,"spans":559,"direction":24},[],{"type":119,"text":561,"spans":562,"direction":24},"Prepare your trade show's communication plan",[563],{"start":35,"end":112,"type":57},{"type":40,"text":565,"spans":566,"direction":24},"It's time to put together your 360 marketing and communication plan: planning the launch of campaigns across all the channels where your target audience looks for information.",[567],{"start":225,"end":568,"type":57},67,{"type":40,"text":44,"spans":570,"direction":24},[],{"type":40,"text":572,"spans":573,"direction":24},"In particular, you could consider:",[],{"type":134,"text":575,"spans":576,"direction":24},"Promoting your trade show on social media: Facebook, Instagram, X, and why not LinkedIn if it's a B2B trade show.",[577],{"start":35,"end":578,"type":57},41,{"type":134,"text":580,"spans":581,"direction":24},"Developing partnerships with your influencers. Distribute a promotional kit to your speakers, your partners, and your sponsors, and why not to influencers in your industry.",[582],{"start":35,"end":583,"type":57},45,{"type":134,"text":585,"spans":586,"direction":24},"Launching email campaigns, particularly to engage your community before the event, and invite attendees to sign up for specific conferences or workshops. For exhibitors, your emails can offer them up-sells, such as additional brand promotion solutions or help designing their booths.",[587],{"start":35,"end":588,"type":57},25,{"type":134,"text":590,"spans":591,"direction":24},"Setting up an event website dedicated to your trade show: essential for boosting its visibility",[592,595],{"start":353,"end":459,"type":72,"data":593},{"link_type":74,"url":594,"target":76},"https://www.digitevent.com/en/blog/event-website-without-designer",{"start":35,"end":459,"type":57},{"type":40,"text":44,"spans":597,"direction":24},[],{"type":40,"text":44,"spans":599,"direction":24},[],{"type":40,"text":601,"spans":602,"direction":24},"Organize your communication plan well ahead of the event, by sharing teasers and the event's program.",[],{"type":40,"text":44,"spans":604,"direction":24},[],{"type":40,"text":606,"spans":607,"direction":24},"And because organizing a trade show doesn't stop at the end of the event, also plan ahead for your post-event communication: recap videos, conference replays, and access to additional inspiring content.",[608],{"start":487,"end":609,"type":57},123,{"type":40,"text":611,"spans":612,"direction":24},"\nDigitevent is here to help: Need to create a website for your trade show? Digitevent lets you create your event website, fully customized, hosted on your own domain name, with no technical skills required. Give your event the online presence it deserves!",[613,614],{"start":36,"end":275,"type":57},{"start":555,"end":615,"type":72,"data":616},120,{"link_type":74,"url":617,"target":76},"https://www.digitevent.com/en/feature/saas-tool-website-creation-event-registrations",{"type":40,"text":44,"spans":619,"direction":24},[],{"type":119,"text":621,"spans":622,"direction":24},"Formalize your trade show's budget",[623],{"start":35,"end":65,"type":57},{"type":40,"text":625,"spans":626,"direction":24},"Now, by gathering all the data from the previous steps, you can formalize your event budget.",[627],{"start":628,"end":629,"type":57},64,91,{"type":40,"text":44,"spans":631,"direction":24},[],{"type":40,"text":633,"spans":634,"direction":24},"To do this, consider the following different expense categories:",[],{"type":134,"text":636,"spans":637,"direction":24},"Venue rental",[638],{"start":35,"end":473,"type":57},{"type":134,"text":640,"spans":641,"direction":24},"Communication and promotion",[642],{"start":35,"end":643,"type":57},13,{"type":134,"text":645,"spans":646,"direction":24},"Logistics",[647],{"start":35,"end":648,"type":57},9,{"type":134,"text":650,"spans":651,"direction":24},"Speakers and vendors involved",[652],{"start":35,"end":220,"type":57},{"type":134,"text":654,"spans":655,"direction":24},"Catering",[656],{"start":35,"end":379,"type":57},{"type":134,"text":658,"spans":659,"direction":24},"Digital tools, such as your online ticketing, your attendee or exhibitor apps, or your all-in-one event management platform.",[660],{"start":35,"end":643,"type":57},{"type":40,"text":44,"spans":662,"direction":24},[],{"type":40,"text":44,"spans":664,"direction":24},[],{"type":40,"text":666,"spans":667,"direction":24},"Careful: be sure to plan a budget margin for unforeseen expenses, since we all know an event rarely goes 100% as planned!",[],{"type":40,"text":44,"spans":669,"direction":24},[],{"type":119,"text":671,"spans":672,"direction":24},"Prepare your strategy for measuring your trade show's success",[673],{"start":35,"end":674,"type":57},61,{"type":40,"text":676,"spans":677,"direction":24},"Last step: define the right KPIs and the data to collect to measure your trade show's success, and optimize your future editions.",[678],{"start":93,"end":199,"type":57},{"type":40,"text":44,"spans":680,"direction":24},[],{"type":40,"text":682,"spans":683,"direction":24},"Among the interesting KPIs, depending on your objectives, you might decide to measure:",[],{"type":134,"text":685,"spans":686,"direction":24},"The number of visitors",[687],{"start":35,"end":450,"type":57},{"type":134,"text":689,"spans":690,"direction":24},"The attendance rate and the no-show rate",[691],{"start":35,"end":215,"type":57},{"type":134,"text":693,"spans":694,"direction":24},"Sales made during the event",[695],{"start":35,"end":696,"type":57},10,{"type":134,"text":698,"spans":699,"direction":24},"The conversion rate from leads to customers",[700],{"start":35,"end":215,"type":57},{"type":134,"text":702,"spans":703,"direction":24},"Cost per lead",[704],{"start":35,"end":643,"type":57},{"type":134,"text":706,"spans":707,"direction":24},"The number of networking connections made between attendees or between exhibitors",[708],{"start":35,"end":55,"type":57},{"type":134,"text":710,"spans":711,"direction":24},"The number of mentions of the event on social media",[712],{"start":35,"end":432,"type":57},{"type":134,"text":714,"spans":715,"direction":24},"The number of press mentions",[716],{"start":35,"end":275,"type":57},{"type":134,"text":718,"spans":719,"direction":24},"The satisfaction rate of your attendees and exhibitors",[720],{"start":35,"end":305,"type":57},{"type":134,"text":722,"spans":723,"direction":24},"The overall ROI of the event",[724],{"start":35,"end":168,"type":57},{"type":40,"text":44,"spans":726,"direction":24},[],{"type":40,"text":44,"spans":728,"direction":24},[],{"type":40,"text":730,"spans":731,"direction":24},"Finally, also remember to analyze feedback from your attendees and exhibitors. It usually contains valuable insights for improving your next edition.",[],{"type":40,"text":44,"spans":733,"direction":24},[],{"type":40,"text":735,"spans":736,"direction":24},"💬 Quote from the Digitevent expert:",[737],{"start":738,"end":55,"type":739},3,"em",{"type":40,"text":741,"spans":742,"direction":24},"\"Organizing a trade show in 2025 is no longer just about filling an exhibition hall. It's about creating lasting connections, proving return on investment, and delivering a flawless experience for visitors and brands alike. Those who succeed will be the ones who combine strategy, smart tech, and a CSR vision..\"",[743],{"start":35,"end":744,"type":739},312,{"type":40,"text":746,"spans":747,"direction":24},"Léna Narcisse, Account Manager at Digitevent\n",[748,752],{"start":35,"end":112,"type":72,"data":749},{"link_type":74,"url":750,"target":751},"https://www.linkedin.com/in/l%C3%A9nanarcisse/","_self",{"start":35,"end":168,"type":57},{"type":40,"text":754,"spans":755,"direction":24},"Congratulations: thanks to these steps, you're ready to organize an engaging trade show that reflects who you are. From defining your objectives to measuring your KPIs, including monetization, logistics, and communication, there's no way to miss the details that will make your event a success!",[],{"type":40,"text":44,"spans":757,"direction":24},[],{"type":40,"text":759,"spans":760,"direction":24},"Want to simplify the organization of your next trade show? Digitevent, the intuitive event management software, supports you every step of the way. Enjoy an all-in-one platform where you'll find all the tools you need to organize your events and boost attendee engagement.",[761],{"start":481,"end":762,"type":72,"data":763},69,{"link_type":74,"url":764,"target":76},"https://www.digitevent.com/fr","news",[767],{"primary":768,"items":777,"id":779,"slice_type":780,"slice_label":8},{"seo_title":769,"seo_meta_descriptions":773},[770],{"type":40,"text":771,"spans":772,"direction":24},"How to organize a trade show in 2025: 9 key steps",[],[774],{"type":40,"text":775,"spans":776,"direction":24},"Trade show 2025: discover 9 key steps to make your event a success, from ticketing to logistics, including communication and sponsors.",[],[778],{},"seo$c9b721c0-ebf2-4ddb-a95e-63360520a690","seo",{"id":782,"lang":783,"type":9,"uid":784},"akYmyBIAAC0AyuED","fr-fr","organiser-salon-professionnel",[786,1635,2033],{"id":787,"uid":788,"url":8,"type":9,"tags":789,"first_publication_date":790,"slugs":791,"linked_documents":793,"lang":17,"data":794,"_source":1632},"en_blog_article_evenementiel-b2b","b2b-events-marketing",[11,12],"2026-07-02T10:08:00+0000",[792],"evenementiel-b2b--le-levier-souvent-sous-exploite-des-marketeurs---et-comment-lactiver",[],{"distribution":12,"article_title":795,"author_name":25,"publication_date":799,"banner_image":800,"article_content":806,"main_tag":765,"body":1619},[796],{"type":21,"text":797,"spans":798,"direction":24},"B2B events: the (often underused) lever for marketers, and how to activate it",[],"2025-07-22T06:29:00+0000",{"dimensions":801,"alt":802,"copyright":8,"url":803,"id":804,"edit":805},{"width":29,"height":30},"Professionals chatting and networking at an in-person B2B event.","https://images.prismic.io/digi-www/aGzo2UMqNJQqHqnF_evenement-b2b-professionnels-header.webp?auto=format,compress","aGzo2UMqNJQqHqnF",{"x":35,"y":35,"zoom":36,"background":37},[807,818,820,823,825,828,830,833,836,838,841,843,846,852,861,865,872,876,878,881,883,886,889,891,894,902,904,907,913,915,918,926,928,931,941,943,946,951,953,956,961,963,966,969,971,974,979,983,987,989,992,995,998,1000,1003,1007,1009,1012,1015,1018,1021,1024,1027,1029,1031,1035,1038,1041,1044,1047,1054,1056,1058,1065,1067,1070,1076,1078,1082,1084,1089,1092,1095,1098,1101,1104,1107,1109,1111,1117,1119,1122,1125,1130,1132,1136,1139,1142,1145,1148,1151,1153,1155,1159,1161,1164,1169,1172,1175,1178,1181,1184,1187,1189,1191,1198,1200,1207,1209,1212,1215,1217,1219,1224,1228,1232,1236,1240,1242,1244,1262,1267,1269,1272,1275,1277,1280,1283,1285,1290,1292,1295,1298,1301,1304,1307,1310,1313,1316,1319,1322,1324,1329,1331,1334,1337,1339,1342,1346,1350,1352,1354,1357,1359,1362,1365,1367,1370,1372,1375,1383,1387,1391,1393,1395,1398,1404,1406,1409,1413,1417,1421,1425,1427,1429,1432,1435,1437,1442,1446,1450,1452,1454,1457,1460,1462,1465,1472,1476,1480,1482,1484,1487,1489,1492,1495,1497,1500,1503,1505,1508,1510,1513,1516,1519,1522,1525,1527,1530,1532,1539,1541,1544,1551,1553,1556,1559,1562,1564,1566,1569,1571,1574,1577,1580,1582,1585,1591,1593,1596,1603,1610,1613],{"type":40,"text":808,"spans":809,"direction":24},"Did you know that only 56% of B2B marketers use in-person events as a channel in their marketing strategy (Forbes)? That's a fairly low number, considering how much B2B decision-makers enjoy networking and meeting professionals live.",[810,815],{"start":811,"end":812,"type":72,"data":813},107,113,{"link_type":74,"url":814,"target":76},"https://www.forbes.com/advisor/business/software/content-marketing-statistics/",{"start":816,"end":817,"type":739},228,232,{"type":40,"text":44,"spans":819,"direction":24},[],{"type":40,"text":821,"spans":822,"direction":24},"It has to be said: B2B events are a promising lever, yet often underused. The reason? A fear of spending too much time on them for too little business return. ",[],{"type":40,"text":44,"spans":824,"direction":24},[],{"type":40,"text":826,"spans":827,"direction":24},"In this complete guide, we reveal every step and key to success for turning events into a growth and visibility driver for your company. All without pulling your hair out!",[],{"type":40,"text":44,"spans":829,"direction":24},[],{"type":61,"text":831,"spans":832,"direction":24},"Why include an event strategy in your B2B marketing plan",[],{"type":40,"text":834,"spans":835,"direction":24},"Still relatively few B2B companies rely on event marketing to reach their audiences, often favoring other levers such as content marketing, advertising, or taking part in events run by other organizations.",[],{"type":40,"text":44,"spans":837,"direction":24},[],{"type":40,"text":839,"spans":840,"direction":24},"Yet B2B events hold real promise for a marketing strategy!",[],{"type":40,"text":44,"spans":842,"direction":24},[],{"type":40,"text":844,"spans":845,"direction":24},"With a well-run business-to-business event, you can: ",[],{"type":134,"text":847,"spans":848,"direction":24},"Bring more human contact into your marketing strategy. Even in B2B, \"people buy from people\": your prospects and customers buy from humans first, not from a company. Through your events, you can build direct interaction with them and create a relationship of trust.",[849,851],{"start":35,"end":850,"type":57},54,{"start":762,"end":629,"type":739},{"type":134,"text":853,"spans":854,"direction":24},"Speed up your sales funnel. By building this relationship of trust, you naturally boost your lead generation and business opportunities. A particularly valuable benefit for long sales cycles involving strategic accounts. That's why 73% of B2B decision-makers cite building business partnerships as the main reason that motivates them to attend a B2B event (Good Firms).",[855,856],{"start":35,"end":225,"type":57},{"start":857,"end":858,"type":72,"data":859},357,367,{"link_type":74,"url":860,"target":76},"https://www.goodfirms.co/resources/top-tips-b2b-event-management-registration-sponsorship",{"type":134,"text":862,"spans":863,"direction":24},"Strengthen your customer relationships and loyalty. You can use event formats dedicated to your existing customers to build a sense of belonging to a community.",[864],{"start":35,"end":181,"type":57},{"type":134,"text":866,"spans":867,"direction":24},"Improve your brand image. By organizing your own events, you showcase your company culture in vivo, boosting your brand's visibility.",[868,870],{"start":35,"end":869,"type":57},24,{"start":629,"end":871,"type":739},98,{"type":134,"text":873,"spans":874,"direction":24},"Create reusable marketing content. B2B events complement your content strategy. Film your conferences, showcase testimonials from happy customers, gather field data about your potential customers, and use that data in your marketing plan afterward.",[875],{"start":35,"end":333,"type":57},{"type":40,"text":44,"spans":877,"direction":24},[],{"type":40,"text":879,"spans":880,"direction":24},"Enough to make you want to get started, isn't it?",[],{"type":40,"text":44,"spans":882,"direction":24},[],{"type":61,"text":884,"spans":885,"direction":24},"6 types of B2B events to consider",[],{"type":40,"text":887,"spans":888,"direction":24},"To organize a successful event, you first need to know what format it will take. Here are a few event ideas to consider for your company.",[],{"type":40,"text":44,"spans":890,"direction":24},[],{"type":119,"text":892,"spans":893,"direction":24},"Conferences and keynotes",[],{"type":40,"text":895,"spans":896,"direction":24},"59.2% of B2B event organizers offer conferences open to their audiences (Good Firms). These events let you position your brand as a thought leader and build momentum around a topic your guests care about. Remotely, conferences and keynotes can take the form of webinars.",[897,901],{"start":898,"end":899,"type":72,"data":900},73,83,{"link_type":74,"url":860,"target":76},{"start":811,"end":493,"type":57},{"type":40,"text":44,"spans":903,"direction":24},[],{"type":119,"text":905,"spans":906,"direction":24},"Trade shows",[],{"type":40,"text":908,"spans":909,"direction":24},"Trade shows are marketplaces where your company connects attendees and exhibitors to create business opportunities between buyers and suppliers. This is also a chance for your brand to showcase its own products or services.",[910],{"start":911,"end":912,"type":57},85,143,{"type":40,"text":44,"spans":914,"direction":24},[],{"type":119,"text":916,"spans":917,"direction":24},"Networking events and professional speed dating",[],{"type":40,"text":919,"spans":920,"direction":24},"More than 91% of decision-makers cite networking as the main reason that motivates them (or not) to attend a B2B event (Good Firms). A good reason to launch networking events, which create business opportunities between attendees and help them grow their network. Formats here vary widely: dinners, cocktail parties, themed evenings, meetups, etc. ",[921,923],{"start":615,"end":240,"type":72,"data":922},{"link_type":74,"url":860,"target":76},{"start":924,"end":925,"type":57},182,229,{"type":40,"text":44,"spans":927,"direction":24},[],{"type":119,"text":929,"spans":930,"direction":24},"Seminars ",[],{"type":40,"text":932,"spans":933,"direction":24},"Seminars account for 52.9% of the event types organized by B2B companies (Good Firms). These are educational events aimed at educating the audience on a specific topic. They also let the organizing company generate qualified leads and build credibility for its expertise. ",[934,938],{"start":935,"end":936,"type":72,"data":937},74,84,{"link_type":74,"url":860,"target":76},{"start":939,"end":940,"type":57},125,167,{"type":40,"text":44,"spans":942,"direction":24},[],{"type":119,"text":944,"spans":945,"direction":24},"Workshops and training ",[],{"type":40,"text":947,"spans":948,"direction":24},"Consider creating this type of hands-on event, which helps develop the skills of your prospects and customers. Especially if your goal is to build customer loyalty!",[949],{"start":481,"end":950,"type":57},109,{"type":40,"text":44,"spans":952,"direction":24},[],{"type":119,"text":954,"spans":955,"direction":24},"Product roadshow ",[],{"type":40,"text":957,"spans":958,"direction":24},"Roadshows aren't reserved for big, well-known brands! Organize a series of events where your brand travels to different regions to showcase its product and connect with its audience across its various catchment areas.",[959],{"start":100,"end":960,"type":57},151,{"type":40,"text":44,"spans":962,"direction":24},[],{"type":119,"text":964,"spans":965,"direction":24},"In-person or digital event? ",[],{"type":40,"text":967,"spans":968,"direction":24},"With the rise of digital, B2B brands are increasingly turning to remote events such as webinars or online trade shows. While the costs for this type of event are inevitably lower, they aren't necessarily suited to every goal.",[],{"type":40,"text":44,"spans":970,"direction":24},[],{"type":40,"text":972,"spans":973,"direction":24},"Torn between an in-person or remote event? Here's how to choose: ",[],{"type":134,"text":975,"spans":976,"direction":24},"In-person events, while more expensive, are ideal for deep exchanges and relationship-building.",[977],{"start":35,"end":978,"type":57},16,{"type":134,"text":980,"spans":981,"direction":24},"Digital events are convenient, scalable, and well suited if your targets are spread across many locations, but be careful to keep your audience engaged behind their screens!",[982],{"start":35,"end":353,"type":57},{"type":134,"text":984,"spans":985,"direction":24},"Hybrid events are demanding to produce, but let you combine the impact of in-person with the extended reach of digital.\n",[986],{"start":35,"end":643,"type":57},{"type":40,"text":44,"spans":988,"direction":24},[],{"type":40,"text":990,"spans":991,"direction":24},"It's up to you to choose the format that will hit home with your prospects and customers!",[],{"type":61,"text":993,"spans":994,"direction":24},"5 steps to define your B2B event strategy",[],{"type":40,"text":996,"spans":997,"direction":24},"Want to launch a B2B event strategy that fuels your growth? Here are the key steps to follow.",[],{"type":40,"text":44,"spans":999,"direction":24},[],{"type":119,"text":1001,"spans":1002,"direction":24},"Define your event goals",[],{"type":40,"text":1004,"spans":1005,"direction":24},"First, you need to align your event with your organization's marketing and sales strategy. Your event should serve your company's overall ambition: speeding up acquisition, driving upsell, building credibility for a new offer, etc.",[1006],{"start":950,"end":493,"type":57},{"type":40,"text":44,"spans":1008,"direction":24},[],{"type":40,"text":1010,"spans":1011,"direction":24},"So select your goals, drawing inspiration from the benefits outlined earlier in this article: ",[],{"type":134,"text":1013,"spans":1014,"direction":24},"Lead generation ",[],{"type":134,"text":1016,"spans":1017,"direction":24},"Speeding up your sales cycle",[],{"type":134,"text":1019,"spans":1020,"direction":24},"Customer loyalty",[],{"type":134,"text":1022,"spans":1023,"direction":24},"Building your brand's reputation",[],{"type":134,"text":1025,"spans":1026,"direction":24},"Evangelizing your market. ",[],{"type":40,"text":44,"spans":1028,"direction":24},[],{"type":40,"text":44,"spans":1030,"direction":24},[],{"type":40,"text":1032,"spans":1033,"direction":24},"Select a maximum of two goals to ensure clear execution of your strategy.",[1034],{"start":128,"end":234,"type":57},{"type":40,"text":1036,"spans":1037,"direction":24},"Finally, link a KPI to each goal, for example: ",[],{"type":134,"text":1039,"spans":1040,"direction":24},"For lead generation: number of registrations, attendance rate, number of qualified leads generated, etc. ",[],{"type":134,"text":1042,"spans":1043,"direction":24},"For speeding up your sales cycle: number of post-event meetings generated, conversion of invited leads, etc. ",[],{"type":134,"text":1045,"spans":1046,"direction":24},"For customer loyalty: satisfaction rate, post-event repurchase rate, NPS, etc. ",[],{"type":134,"text":1048,"spans":1049,"direction":24},"For building your brand's visibility: number of social media shares, number of mentions of the event on LinkedIn, etc. ",[1050],{"start":1051,"end":55,"type":72,"data":1052},4,{"link_type":74,"url":1053,"target":76},"https://www.digitevent.com/en/blog/which-kpis-to-measure-for-communication-and-awareness",{"type":40,"text":44,"spans":1055,"direction":24},[],{"type":40,"text":44,"spans":1057,"direction":24},[],{"type":40,"text":1059,"spans":1060,"direction":24},"For 79% of B2B event organizers, attendee numbers are the most relevant KPI, and for 64%, it's the sales generated directly or indirectly by the event (Good Firms). Worth emulating!",[1061],{"start":1062,"end":1063,"type":72,"data":1064},152,162,{"link_type":74,"url":860,"target":76},{"type":40,"text":44,"spans":1066,"direction":24},[],{"type":119,"text":1068,"spans":1069,"direction":24},"Choose your event's targeting ",[],{"type":40,"text":1071,"spans":1072,"direction":24},"95% of B2B event managers say their event's performance depends above all on the choice of audience and the quality of targeting (Good Firms). A good reason to take a close look at the topic and study your target precisely.",[1073],{"start":240,"end":1074,"type":72,"data":1075},140,{"link_type":74,"url":860,"target":76},{"type":40,"text":44,"spans":1077,"direction":24},[],{"type":40,"text":1079,"spans":1080,"direction":24},"To do this, define your priority personas. Are they your existing customers? Your warm prospects? A still-cold audience whose interest you need to spark? Influencers in your\n industry? Potential business partners? Don't hesitate to segment your targets, so you can then tailor your communication, or even the activities during the event itself.",[1081],{"start":215,"end":578,"type":57},{"type":40,"text":44,"spans":1083,"direction":24},[],{"type":40,"text":1085,"spans":1086,"direction":24},"Then study the profile of your target audience (if you haven't already). The goal: determine what its expectations are when it comes to B2B events: ",[1087],{"start":1088,"end":493,"type":57},93,{"type":134,"text":1090,"spans":1091,"direction":24},"Which topics or themes resonate with its current challenges?",[],{"type":134,"text":1093,"spans":1094,"direction":24},"What types of content does it consume: case studies, benchmarks, trends, concrete solutions, etc.?",[],{"type":134,"text":1096,"spans":1097,"direction":24},"What formats does it prefer: conferences, workshops, panel discussions, demos, case studies, etc.?",[],{"type":134,"text":1099,"spans":1100,"direction":24},"What constraints does it have in terms of time and mobility?",[],{"type":134,"text":1102,"spans":1103,"direction":24},"What are its goals when attending a B2B event: learning, discovering trends, networking, etc.?",[],{"type":134,"text":1105,"spans":1106,"direction":24},"How does it find out about events it could attend: LinkedIn, influencers, trade media, professional clubs, associations, etc.?",[],{"type":40,"text":44,"spans":1108,"direction":24},[],{"type":40,"text":44,"spans":1110,"direction":24},[],{"type":40,"text":1112,"spans":1113,"direction":24},"To find out, you can ask other teams in the company (sales or customer service) for information. But don't overlook the idea of asking your customers directly what they think, via a short survey, for example in your newsletter. Nothing is worse than an event that misses its target because nobody listened to it beforehand!",[1114],{"start":1115,"end":1116,"type":57},128,174,{"type":40,"text":44,"spans":1118,"direction":24},[],{"type":119,"text":1120,"spans":1121,"direction":24},"Design your event's format",[],{"type":40,"text":1123,"spans":1124,"direction":24},"Now you need to create the concept for your B2B event.",[],{"type":40,"text":1126,"spans":1127,"direction":24},"First, define the key message to convey to your targets, based on the event's goals. What do you want them to remember about your company, your products, your services? ",[1128],{"start":353,"end":1129,"type":57},55,{"type":40,"text":44,"spans":1131,"direction":24},[],{"type":40,"text":1133,"spans":1134,"direction":24},"Then choose your event format based on this message and the audience profile.",[1135],{"start":473,"end":234,"type":57},{"type":40,"text":1137,"spans":1138,"direction":24},"For example: ",[],{"type":134,"text":1140,"spans":1141,"direction":24},"For visibility or thought-leadership goals: a conference, a panel discussion, a webinar",[],{"type":134,"text":1143,"spans":1144,"direction":24},"For targeted leadgen goals: a VIP workshop, a business breakfast, a private demo",[],{"type":134,"text":1146,"spans":1147,"direction":24},"For customer loyalty goals: an afterwork event, a seminar",[],{"type":134,"text":1149,"spans":1150,"direction":24},"For sales acceleration goals: a networking event",[],{"type":40,"text":44,"spans":1152,"direction":24},[],{"type":40,"text":44,"spans":1154,"direction":24},[],{"type":40,"text":1156,"spans":1157,"direction":24},"Be careful to match your event's length to your audience's expectations. While a breakfast or afterwork event might last one to two hours, a themed conference can run up to three hours, and a seminar for highly engaged customers can take up a full day.",[1158],{"start":353,"end":474,"type":57},{"type":40,"text":44,"spans":1160,"direction":24},[],{"type":119,"text":1162,"spans":1163,"direction":24},"Create the journey for your attendees (and exhibitors, if applicable)",[],{"type":40,"text":1165,"spans":1166,"direction":24},"This is the time to design the schedule for your B2B event. ",[1167],{"start":220,"end":1168,"type":57},58,{"type":40,"text":1170,"spans":1171,"direction":24},"Spread the following across the time you have: ",[],{"type":134,"text":1173,"spans":1174,"direction":24},"Welcoming attendees",[],{"type":134,"text":1176,"spans":1177,"direction":24},"The event introduction",[],{"type":134,"text":1179,"spans":1180,"direction":24},"A value-adding segment",[],{"type":134,"text":1182,"spans":1183,"direction":24},"An audience-interaction segment or a social moment",[],{"type":134,"text":1185,"spans":1186,"direction":24},"The event closing",[],{"type":40,"text":44,"spans":1188,"direction":24},[],{"type":40,"text":44,"spans":1190,"direction":24},[],{"type":40,"text":1192,"spans":1193,"direction":24},"Then create your attendee journey. Ask yourself what content attendees need to have on hand to take part in your event: venue map, attendee app, immersive journey, networking meeting spaces, etc.?",[1194,1197],{"start":374,"end":333,"type":72,"data":1195},{"link_type":74,"url":1196,"target":76},"https://www.digitevent.com/en/blog/event-qr-code-6-reasons-to-adopt",{"start":157,"end":333,"type":57},{"type":40,"text":44,"spans":1199,"direction":24},[],{"type":40,"text":1201,"spans":1202,"direction":24},"If you're organizing a B2B trade show, you'll also need to think through the same journey for exhibitors. To do this, define the offers dedicated to them: the features of the booths you rent them, the technical and service provisions you offer them, the communication tools available to them, etc.",[1203],{"start":412,"end":1204,"type":72,"data":1205},37,{"link_type":74,"url":1206,"target":751},"https://www.digitevent.com/en/blog/how-to-organize-a-trade-show",{"type":40,"text":44,"spans":1208,"direction":24},[],{"type":119,"text":1210,"spans":1211,"direction":24},"Choose your tools",[],{"type":40,"text":1213,"spans":1214,"direction":24},"To simplify the organization of your B2B event, and depending on your goals, you might need specific tools.",[],{"type":40,"text":44,"spans":1216,"direction":24},[],{"type":40,"text":1137,"spans":1218,"direction":24},[],{"type":134,"text":1220,"spans":1221,"direction":24},"To organize your event in-house: project and task management tools ",[1222],{"start":35,"end":1223,"type":57},31,{"type":134,"text":1225,"spans":1226,"direction":24},"To communicate about your event: an email tool, marketing content creation tools, etc. ",[1227],{"start":35,"end":1223,"type":57},{"type":134,"text":1229,"spans":1230,"direction":24},"To manage your registrations: a ticketing tool that centralizes and qualifies your guests",[1231],{"start":35,"end":275,"type":57},{"type":134,"text":1233,"spans":1234,"direction":24},"To measure your event's performance: event analytics and reporting tools, a survey tool for sending post-event satisfaction questionnaires, etc. ",[1235],{"start":35,"end":432,"type":57},{"type":134,"text":1237,"spans":1238,"direction":24},"To launch a hybrid event: equipment and a live streaming tool",[1239],{"start":35,"end":869,"type":57},{"type":40,"text":44,"spans":1241,"direction":24},[],{"type":40,"text":44,"spans":1243,"direction":24},[],{"type":40,"text":1245,"spans":1246,"direction":24},"And to make things easier, there's nothing like a dedicated event management platform such as Digitevent. Everything you need is right there: what it takes to create your event website, manage your invitations, your check-in, your badges, and your registration platform. Digitevent also lets you work on attendee engagement by creating your attendee and exhibitor apps, and your event matchmaking.",[1247,1252,1257],{"start":1248,"end":1249,"type":72,"data":1250},216,224,{"link_type":74,"url":1251,"target":76},"https://www.digitevent.com/en/blog/check-in-app-guide",{"start":1253,"end":1254,"type":72,"data":1255},231,237,{"link_type":74,"url":1256,"target":76},"https://www.digitevent.com/en/blog/digital-check-in",{"start":1258,"end":1259,"type":72,"data":1260},379,396,{"link_type":74,"url":1261,"target":76},"https://www.digitevent.com/en/blog/b2b-event-matchmaking",{"type":40,"text":1263,"spans":1264,"direction":24},"\nDiscover how Digitevent supports you for successful B2B events! ",[1265],{"start":36,"end":1204,"type":72,"data":1266},{"link_type":74,"url":764,"target":76},{"type":40,"text":44,"spans":1268,"direction":24},[],{"type":61,"text":1270,"spans":1271,"direction":24},"Best practices for a successful B2B event strategy",[],{"type":40,"text":1273,"spans":1274,"direction":24},"Make your B2B event a success, from planning through to the end, with these keys to success.",[],{"type":40,"text":44,"spans":1276,"direction":24},[],{"type":119,"text":1278,"spans":1279,"direction":24},"Create a well-oiled event brief",[],{"type":40,"text":1281,"spans":1282,"direction":24},"Preparing an event usually requires collaboration, whether with your team, colleagues from other departments, or external partners and vendors.",[],{"type":40,"text":44,"spans":1284,"direction":24},[],{"type":40,"text":1286,"spans":1287,"direction":24},"Your event brief exists precisely to support that collaboration. Clear and structured, it lets you give everyone visibility into the strategy and details of the event.",[1288],{"start":487,"end":1289,"type":57},153,{"type":40,"text":44,"spans":1291,"direction":24},[],{"type":40,"text":1293,"spans":1294,"direction":24},"A good brief includes, in particular: ",[],{"type":134,"text":1296,"spans":1297,"direction":24},"Your event's goals",[],{"type":134,"text":1299,"spans":1300,"direction":24},"The targets",[],{"type":134,"text":1302,"spans":1303,"direction":24},"The concept and theme",[],{"type":134,"text":1305,"spans":1306,"direction":24},"The estimated budget",[],{"type":134,"text":1308,"spans":1309,"direction":24},"The venue and dates",[],{"type":134,"text":1311,"spans":1312,"direction":24},"The program",[],{"type":134,"text":1314,"spans":1315,"direction":24},"Logistical and technical needs",[],{"type":134,"text":1317,"spans":1318,"direction":24},"The communication strategy",[],{"type":134,"text":1320,"spans":1321,"direction":24},"The KPIs used to measure the event's success ",[],{"type":40,"text":44,"spans":1323,"direction":24},[],{"type":40,"text":1325,"spans":1326,"direction":24},"\nTo learn more about this topic, find out how to create an event brief here.",[1327],{"start":333,"end":319,"type":72,"data":1328},{"link_type":74,"url":452,"target":76},{"type":40,"text":44,"spans":1330,"direction":24},[],{"type":119,"text":1332,"spans":1333,"direction":24},"Work on your registration method",[],{"type":40,"text":1335,"spans":1336,"direction":24},"When launching your event, your goal is to maximize registrations and your guests' attendance on the day.",[],{"type":40,"text":44,"spans":1338,"direction":24},[],{"type":40,"text":1340,"spans":1341,"direction":24},"To do this, roll out different offers for: ",[],{"type":134,"text":1343,"spans":1344,"direction":24},"The first attendees to register for the event, following the Early Bird principle, which offers discounted rates",[1345],{"start":35,"end":583,"type":57},{"type":134,"text":1347,"spans":1348,"direction":24},"The last people to register, to maximize your event's turnout",[1349],{"start":35,"end":459,"type":57},{"type":40,"text":44,"spans":1351,"direction":24},[],{"type":40,"text":44,"spans":1353,"direction":24},[],{"type":40,"text":1355,"spans":1356,"direction":24},"The key? Promote your event right up to the day itself, to get the best possible results.",[],{"type":40,"text":44,"spans":1358,"direction":24},[],{"type":119,"text":1360,"spans":1361,"direction":24},"Choose your partners and vendors carefully",[],{"type":40,"text":1363,"spans":1364,"direction":24},"If you organize events often, or if you don't have all the necessary event skills in-house, it's a good idea to bring in external vendors.",[],{"type":40,"text":44,"spans":1366,"direction":24},[],{"type":40,"text":1368,"spans":1369,"direction":24},"Outsourcing your B2B event strategy can help you scale your events and improve their quality.",[],{"type":40,"text":44,"spans":1371,"direction":24},[],{"type":40,"text":1373,"spans":1374,"direction":24},"But to ensure your success, you need to choose these vendors carefully: ",[],{"type":134,"text":1376,"spans":1377,"direction":24},"Check that they're well aligned with your company values, particularly when it comes to CSR and eco-friendly practices",[1378,1379],{"start":35,"end":199,"type":57},{"start":1380,"end":1381,"type":72,"data":1382},96,118,{"link_type":74,"url":103,"target":76},{"type":134,"text":1384,"spans":1385,"direction":24},"Favor vendors who are B2B experts, since B2B events are noticeably different from B2C ones",[1386],{"start":35,"end":333,"type":57},{"type":134,"text":1388,"spans":1389,"direction":24},"Ask to co-build your strategy with your external vendors, to make sure the event aligns with your company culture and values",[1390],{"start":35,"end":199,"type":57},{"type":40,"text":44,"spans":1392,"direction":24},[],{"type":40,"text":44,"spans":1394,"direction":24},[],{"type":119,"text":1396,"spans":1397,"direction":24},"Industrialize your processes as soon as possible ",[],{"type":40,"text":1399,"spans":1400,"direction":24},"Planning an event entirely \"by hand\" can quickly turn into a real headache. To save time, set up shared templates and tools to industrialize the organization of your B2B events.",[1401],{"start":1402,"end":1403,"type":57},97,157,{"type":40,"text":44,"spans":1405,"direction":24},[],{"type":40,"text":1407,"spans":1408,"direction":24},"In particular, think about creating: ",[],{"type":134,"text":1410,"spans":1411,"direction":24},"A standard timeline for each event format",[1412],{"start":35,"end":215,"type":57},{"type":134,"text":1414,"spans":1415,"direction":24},"Templates for invitations, LinkedIn posts, and follow-up emails",[1416],{"start":35,"end":648,"type":57},{"type":134,"text":1418,"spans":1419,"direction":24},"Logistics checklists and production sheets",[1420],{"start":35,"end":220,"type":57},{"type":134,"text":1422,"spans":1423,"direction":24},"A directory of vendors who are vetted and tested",[1424],{"start":35,"end":450,"type":57},{"type":40,"text":44,"spans":1426,"direction":24},[],{"type":40,"text":44,"spans":1428,"direction":24},[],{"type":119,"text":1430,"spans":1431,"direction":24},"Center your strategy on the attendee experience",[],{"type":40,"text":1433,"spans":1434,"direction":24},"Every interaction between your company and your targets should add value for the target, not just for your company! To do this, you need to think in terms of attendee experience first and foremost.",[],{"type":40,"text":44,"spans":1436,"direction":24},[],{"type":134,"text":1438,"spans":1439,"direction":24},"Personalize attendee and exhibitor journeys as much as possible, along with the event content, for each of your guest segments",[1440],{"start":35,"end":1441,"type":57},43,{"type":134,"text":1443,"spans":1444,"direction":24},"Choose speakers based on the credibility they carry with your target",[1445],{"start":35,"end":181,"type":57},{"type":134,"text":1447,"spans":1448,"direction":24},"Build in quality interaction and networking moments between attendees ",[1449],{"start":35,"end":181,"type":57},{"type":40,"text":44,"spans":1451,"direction":24},[],{"type":40,"text":44,"spans":1453,"direction":24},[],{"type":119,"text":1455,"spans":1456,"direction":24},"Work on communication before, during, and after the event",[],{"type":40,"text":1458,"spans":1459,"direction":24},"A good event strategy relies on multichannel communication before, during, and after the event.",[],{"type":40,"text":44,"spans":1461,"direction":24},[],{"type":40,"text":1463,"spans":1464,"direction":24},"Think about promoting your event: ",[],{"type":134,"text":1466,"spans":1467,"direction":24},"Beforehand, with teaser videos, creating a dedicated event website, social media posts, email follow-ups, etc. ",[1468,1469],{"start":35,"end":696,"type":57},{"start":129,"end":1470,"type":72,"data":1471},66,{"link_type":74,"url":594,"target":76},{"type":134,"text":1473,"spans":1474,"direction":24},"During, with live-tweeting, video coverage, attendee activities, etc. ",[1475],{"start":35,"end":449,"type":57},{"type":134,"text":1477,"spans":1478,"direction":24},"Afterward, with replays, a recap video, a sales follow-up or nurturing, etc. ",[1479],{"start":35,"end":648,"type":57},{"type":40,"text":44,"spans":1481,"direction":24},[],{"type":40,"text":44,"spans":1483,"direction":24},[],{"type":40,"text":1485,"spans":1486,"direction":24},"Communicating: that's the key to maximizing the ROI of B2B events.",[],{"type":40,"text":44,"spans":1488,"direction":24},[],{"type":61,"text":1490,"spans":1491,"direction":24},"3 examples of B2B companies that turned events into a key to success",[],{"type":40,"text":1493,"spans":1494,"direction":24},"Need some inspiration? Take a look at these three organizations that turned their B2B events into standout moments for attendees.",[],{"type":40,"text":44,"spans":1496,"direction":24},[],{"type":119,"text":1498,"spans":1499,"direction":24},"Business France Mexico and French Healthcare Day ",[],{"type":40,"text":1501,"spans":1502,"direction":24},"French Healthcare Day 2024 is an event organized by Business France Mexico. Each year, this congress brings together experts from the medical sector, executives, and institutions.",[],{"type":40,"text":44,"spans":1504,"direction":24},[],{"type":40,"text":1506,"spans":1507,"direction":24},"In 2024, the event took place in Mexico City on November 26, with more than 200 attendees. The symposium's program included a series of notable talks, including one from Mexico's Minister of Health.",[],{"type":40,"text":44,"spans":1509,"direction":24},[],{"type":40,"text":1511,"spans":1512,"direction":24},"To simplify the management of its event, Business France Mexico adopted the Digitevent event platform, which lets it: ",[],{"type":134,"text":1514,"spans":1515,"direction":24},"Create a personalized registration journey for different types of guests",[],{"type":134,"text":1517,"spans":1518,"direction":24},"Set up a multilingual event website ",[],{"type":134,"text":1520,"spans":1521,"direction":24},"Easily manage invitations, reminders, and confirmations",[],{"type":134,"text":1523,"spans":1524,"direction":24},"Get an overview of key data \n",[],{"type":40,"text":44,"spans":1526,"direction":24},[],{"type":40,"text":1528,"spans":1529,"direction":24},"The platform helped Business France Mexico minimize its no-show rate and create a seamless attendee experience.",[],{"type":40,"text":44,"spans":1531,"direction":24},[],{"type":40,"text":1533,"spans":1534,"direction":24},"To learn more, check out the Business France Mexico case study.",[1535],{"start":168,"end":1536,"type":72,"data":1537},62,{"link_type":74,"url":1538,"target":76},"https://www.digitevent.com/fr/blog/gestion-inscriptions-evenement-business-france-digitevent",{"type":40,"text":44,"spans":1540,"direction":24},[],{"type":119,"text":1542,"spans":1543,"direction":24},"HubSpot and its INBOUND event ",[],{"type":40,"text":1545,"spans":1546,"direction":24},"Every year, marketing software company HubSpot runs its INBOUND event. It's an event dedicated to digital marketing professionals, where they can attend inspiring expert conferences and also network with each other.",[1547],{"start":199,"end":1548,"type":72,"data":1549},63,{"link_type":74,"url":1550,"target":76},"https://www.inbound.com/",{"type":40,"text":44,"spans":1552,"direction":24},[],{"type":40,"text":1554,"spans":1555,"direction":24},"To ensure the success of its B2B event, HubSpot in particular sets up flawless communication before, during, and after: ",[],{"type":134,"text":1557,"spans":1558,"direction":24},"Their website highlights the big-name speakers and offers a simple, easy-to-understand registration funnel.",[],{"type":134,"text":1560,"spans":1561,"direction":24},"The brand shares content from previous editions: videos, content created by past attendees, blog articles, etc. ",[],{"type":40,"text":44,"spans":1563,"direction":24},[],{"type":40,"text":44,"spans":1565,"direction":24},[],{"type":40,"text":1567,"spans":1568,"direction":24},"Tightly run organization, which partly explains the success of this event, now a benchmark in the B2B marketing industry.",[],{"type":40,"text":44,"spans":1570,"direction":24},[],{"type":119,"text":1572,"spans":1573,"direction":24},"Weldom's annual B2B trade show ",[],{"type":40,"text":1575,"spans":1576,"direction":24},"Every year, Weldom organizes a trade show that brings together 2,000 attendees. The event's goal: strengthen ties between the stores, suppliers, and employees that make up the ecosystem of this neighborhood retail chain.",[],{"type":40,"text":1578,"spans":1579,"direction":24},"At the most recent edition, Weldom took the opportunity to launch the Home Index, an indicator that assesses the environmental and social impact of a product offered by the brand.",[],{"type":40,"text":44,"spans":1581,"direction":24},[],{"type":40,"text":1583,"spans":1584,"direction":24},"For this event, Weldom needed a solution to simplify the registration journey, check-in, and guest access management. The company chose Digitevent as a partner, which let it industrialize these processes while ensuring optimal tracking of the event and its outcomes.",[],{"type":40,"text":1586,"spans":1587,"direction":24},"To learn more, check out the Weldom case study here.",[1588],{"start":168,"end":181,"type":72,"data":1589},{"link_type":74,"url":1590,"target":76},"https://www.digitevent.com/fr/blog/weldom-optimisation-gestion-inscriptions-salon-digitevent",{"type":40,"text":44,"spans":1592,"direction":24},[],{"type":40,"text":735,"spans":1594,"direction":24},[1595],{"start":738,"end":55,"type":739},{"type":40,"text":1597,"spans":1598,"direction":24},"\"Organizing a B2B event isn't just about ticking a date off an agenda. It's a real lever for creating connection, boosting your brand, and engaging your audience. A well-thought-out event leaves a mark: it inspires, it connects, and keeps fueling your marketing strategy long after it's over.\"",[1599,1600],{"start":1470,"end":568,"type":739},{"start":1601,"end":1602,"type":739},291,293,{"type":40,"text":1604,"spans":1605,"direction":24},"Raphaël Le Doucen, account manager at Digitevent",[1606,1609],{"start":35,"end":205,"type":72,"data":1607},{"link_type":74,"url":1608,"target":751},"https://www.linkedin.com/in/raphaelledoucen/",{"start":374,"end":205,"type":57},{"type":40,"text":1611,"spans":1612,"direction":24},"\nAs you can tell, events are often the missing link between digital marketing and customer relationships. They fuel your entire funnel, strengthen your brand image, and let you generate content to use all year round.",[],{"type":40,"text":1614,"spans":1615,"direction":24},"\nWant to launch high-impact B2B events too? Digitevent supports you, helping you automate registrations, access control, and attendee engagement from A to Z. Discover the event management platform that makes your life easier, and maximizes the success of your events!",[1616],{"start":1617,"end":1249,"type":72,"data":1618},158,{"link_type":74,"url":764,"target":76},[1620],{"primary":1621,"items":1630,"id":779,"slice_type":780,"slice_label":8},{"seo_title":1622,"seo_meta_descriptions":1626},[1623],{"type":40,"text":1624,"spans":1625,"direction":24},"B2B events: the keys to a successful strategy from A to Z",[],[1627],{"type":40,"text":1628,"spans":1629,"direction":24},"B2B events are often an underused lever for marketers. Discover how to activate it with these steps and keys to success",[],[1631],{},{"id":1633,"lang":783,"type":9,"uid":1634},"akYm7RIAACgAyuGi","evenementiel-b2b",{"id":1636,"uid":1637,"url":8,"type":9,"tags":1638,"first_publication_date":13,"slugs":1640,"linked_documents":1642,"lang":17,"data":1643,"_source":2030},"en_blog_article_organisation-salon-professionnel","trade-show-organization",[11,1639,12],"organizer_type_producer",[1641],"organisation-de-salon-professionnel--comment-rendre-votre-event-rentable-et-pilote-",[],{"distribution":12,"article_title":1644,"author_name":25,"publication_date":1648,"banner_image":1649,"article_content":1656,"main_tag":765,"body":2017},[1645],{"type":21,"text":1646,"spans":1647,"direction":24},"Organizing a trade show: how to make your event profitable and data-driven?",[],"2026-03-03T08:37:00+0000",{"dimensions":1650,"alt":1652,"copyright":8,"url":1653,"id":1654,"edit":1655},{"width":29,"height":1651},604,"Overview of a trade show with booths, a conference area, and a data dashboard illustrating ROI tracking for a B2B event.","https://images.prismic.io/digi-www/aaVQrcFoBIGEg-D5_Group-171-_3_-1-.webp?auto=format,compress","aaVQrcFoBIGEg-D5",{"x":35,"y":35,"zoom":36,"background":37},[1657,1660,1662,1666,1668,1671,1674,1676,1679,1682,1684,1687,1691,1695,1699,1703,1706,1709,1711,1715,1718,1724,1726,1737,1739,1742,1745,1747,1750,1753,1755,1758,1762,1766,1770,1774,1777,1779,1782,1784,1787,1793,1795,1798,1801,1804,1807,1809,1811,1814,1817,1819,1822,1827,1830,1833,1835,1838,1841,1843,1846,1850,1855,1859,1863,1867,1869,1871,1874,1877,1881,1885,1892,1894,1896,1899,1901,1904,1907,1909,1912,1918,1921,1925,1932,1936,1938,1940,1943,1945,1948,1951,1958,1962,1964,1966,1969,1972,1980,1982,1986,1989,1992,1995,1997,1999,2003,2005,2008,2011,2014],{"type":40,"text":1658,"spans":1659,"direction":24},"In France, according to UNIMEV, company investment in events is increasing (source: UNIMEV, reported by CB News). Good news? Yes. But it also means more competition, higher expectations, and more pressure on the profitability of your trade show, whether B2B or consumer-facing.",[],{"type":40,"text":44,"spans":1661,"direction":24},[],{"type":40,"text":1663,"spans":1664,"direction":24},"Problem: many trade shows are full, well-liked, but not really profitable. ",[1665],{"start":35,"end":379,"type":57},{"type":40,"text":44,"spans":1667,"direction":24},[],{"type":40,"text":1669,"spans":1670,"direction":24},"In our recent webinar, we invited Expose and Make a Move to show concretely how to move from an intuition-led trade show to a data-driven business, and optimize the organization of your event strategically.",[],{"type":40,"text":1672,"spans":1673,"direction":24},"Request the replay to discover the full method, or read this article to extract the essential best practices and structure your trade show for profitability.",[],{"type":40,"text":44,"spans":1675,"direction":24},[],{"type":61,"text":1677,"spans":1678,"direction":24},"A full trade show isn't necessarily a profitable one!",[],{"type":40,"text":1680,"spans":1681,"direction":24},"You may have already experienced this: satisfying attendance, exhibitors who are broadly happy, a great image on social media, and yet a thin margin.",[],{"type":40,"text":44,"spans":1683,"direction":24},[],{"type":40,"text":1685,"spans":1686,"direction":24},"In practice, the warning signs are often the same:",[],{"type":134,"text":1688,"spans":1689,"direction":24},"Exhibitor pricing that's hard to justify",[1690],{"start":35,"end":421,"type":57},{"type":134,"text":1692,"spans":1693,"direction":24},"Sponsorship that's hard to sell",[1694],{"start":35,"end":1223,"type":57},{"type":134,"text":1696,"spans":1697,"direction":24},"Few indicators to demonstrate exhibitor ROI",[1698],{"start":35,"end":353,"type":57},{"type":134,"text":1700,"spans":1701,"direction":24},"Partners becoming more demanding from one edition to the next, in an increasingly competitive market\n",[1702],{"start":35,"end":129,"type":57},{"type":40,"text":1704,"spans":1705,"direction":24},"If your trade show seems to be working, it isn't creating enough measurable value. The result? It's hard to convince new exhibitors, build loyalty, and raise prices.",[],{"type":40,"text":1707,"spans":1708,"direction":24},"For a long time, organizing a trade show relied on a simple model: selling square meters. But today, that model belongs to the past. ",[],{"type":40,"text":44,"spans":1710,"direction":24},[],{"type":40,"text":1712,"spans":1713,"direction":24},"Today, exhibitors no longer buy just a booth. They buy useful visibility, qualified leads, business meetings, and access to a precisely defined target audience.",[1714],{"start":449,"end":112,"type":57},{"type":40,"text":1716,"spans":1717,"direction":24},"In other words: they invest to get a measurable result.",[],{"type":40,"text":1719,"spans":1720,"direction":24},"A trade show or consumer event can no longer be run like a simple fair or exhibition. It's structured as a genuine event business model.",[1721],{"start":1722,"end":1723,"type":57},105,135,{"type":40,"text":44,"spans":1725,"direction":24},[],{"type":40,"text":1727,"spans":1728,"direction":24},"\"For a long time, we sold square meters. Today, exhibitors no longer buy a booth: they invest to reach the right audience, generate concrete opportunities, and get a measurable return on their participation. The only equation that matters is simple: engaged visitors create value for exhibitors, and that value becomes the engine of the organizer's revenue. If one link is missing, the business model weakens.\", Jonathan Astruc, Co-founder of Digitevent",[1729,1731,1736],{"start":35,"end":1730,"type":739},410,{"start":1732,"end":1733,"type":72,"data":1734},412,453,{"link_type":74,"url":1735,"target":76},"https://www.linkedin.com/in/jonathan-astruc/",{"start":1732,"end":1733,"type":57},{"type":40,"text":44,"spans":1738,"direction":24},[],{"type":61,"text":1740,"spans":1741,"direction":24},"The prerequisites for successfully organizing a profitable trade show",[],{"type":40,"text":1743,"spans":1744,"direction":24},"Organizing a profitable trade show doesn't start with choosing the venue or laying out the booths. It starts with a strategic question: who are you really creating value for?",[],{"type":40,"text":44,"spans":1746,"direction":24},[],{"type":119,"text":1748,"spans":1749,"direction":24},"Know your audience inside out: visitors and exhibitors",[],{"type":40,"text":1751,"spans":1752,"direction":24},"Wondering why some trade shows raise their prices without pushback, while others struggle to fill their space? The answer comes down to one word: audience.",[],{"type":40,"text":44,"spans":1754,"direction":24},[],{"type":40,"text":1756,"spans":1757,"direction":24},"To successfully organize your trade show, you need to know precisely:",[],{"type":134,"text":1759,"spans":1760,"direction":24},"Visitor profiles (role, industry, decision-making level)",[1761],{"start":35,"end":978,"type":57},{"type":134,"text":1763,"spans":1764,"direction":24},"Their purchasing project",[1765],{"start":35,"end":869,"type":57},{"type":134,"text":1767,"spans":1768,"direction":24},"The business objectives of exhibitors",[1769],{"start":35,"end":412,"type":57},{"type":134,"text":1771,"spans":1772,"direction":24},"Their budget capacity and their role in the decision-making process\n",[1773],{"start":35,"end":305,"type":57},{"type":40,"text":1775,"spans":1776,"direction":24},"When your target audience is qualified and engaged, exhibitors generate relevant leads, business meetings are productive, and post-event sales increase. The result? You can justify your pricing, increasing perceived value and building a sustainable model for your trade show's success.",[],{"type":40,"text":44,"spans":1778,"direction":24},[],{"type":40,"text":1780,"spans":1781,"direction":24},"And remember that a trade show is first and foremost a business ecosystem that can evolve from one edition to the next: new industries, new decision-makers, new needs. Without regularly updating your audience data, you're steering by intuition instead of targeting your audience effectively.",[],{"type":40,"text":44,"spans":1783,"direction":24},[],{"type":119,"text":1785,"spans":1786,"direction":24},"Identity and storytelling: the underrated levers",[],{"type":40,"text":1788,"spans":1789,"direction":24},"We often talk about location, capacity, catering, scheduling, or event logistics management. But rarely about identity. Yet a successful trade show also relies on a coherent marketing strategy and a differentiating value proposition.",[1790],{"start":1791,"end":1792,"type":57},163,233,{"type":40,"text":44,"spans":1794,"direction":24},[],{"type":40,"text":1796,"spans":1797,"direction":24},"Ask yourself these questions:",[],{"type":134,"text":1799,"spans":1800,"direction":24},"What is your mission in your industry?",[],{"type":134,"text":1802,"spans":1803,"direction":24},"What specific problem are you addressing?",[],{"type":134,"text":1805,"spans":1806,"direction":24},"Why this trade show rather than another one, in today's competitive landscape?",[],{"type":40,"text":44,"spans":1808,"direction":24},[],{"type":40,"text":44,"spans":1810,"direction":24},[],{"type":40,"text":1812,"spans":1813,"direction":24},"Clearly defining your identity helps you target the right audience, attract new, aligned exhibitors, and structure consistent communication. ",[],{"type":40,"text":1815,"spans":1816,"direction":24},"To play up your storytelling, don't hesitate to use levers that involve exhibitors and visitors ahead of time, to create a sense of belonging, such as pre-event meetups or webinars, or a dedicated activity before the show's official opening.",[],{"type":40,"text":44,"spans":1818,"direction":24},[],{"type":61,"text":1820,"spans":1821,"direction":24},"Using data to run your event and increase revenue",[],{"type":40,"text":1823,"spans":1824,"direction":24},"Want to organize a trade show that's profitable? Then you need to move beyond steering by intuition.",[1825],{"start":379,"end":234,"type":72,"data":1826},{"link_type":74,"url":1206,"target":76},{"type":40,"text":1828,"spans":1829,"direction":24},"Without data, there's no way to prove exhibitor ROI, justify your pricing, or optimize your business model. You're flying blind.",[],{"type":40,"text":1831,"spans":1832,"direction":24},"A modern trade show is run like a business, with precise indicators and decisions based on facts.",[],{"type":40,"text":44,"spans":1834,"direction":24},[],{"type":119,"text":1836,"spans":1837,"direction":24},"The 5 factors that actually create ROI for exhibitors",[],{"type":40,"text":1839,"spans":1840,"direction":24},"Exhibitors don't invest just to be present. They invest to generate results.",[],{"type":40,"text":44,"spans":1842,"direction":24},[],{"type":40,"text":1844,"spans":1845,"direction":24},"Here's what concretely creates value for them: ",[],{"type":134,"text":1847,"spans":1848,"direction":24},"Useful, targeted visibility with the right audience",[1849],{"start":35,"end":459,"type":57},{"type":134,"text":1851,"spans":1852,"direction":24},"Speaking opportunities with strong editorial value, reusable after the event",[1853],{"start":35,"end":1854,"type":57},50,{"type":134,"text":1856,"spans":1857,"direction":24},"Quality of leads collected, not their volume",[1858],{"start":35,"end":225,"type":57},{"type":134,"text":1860,"spans":1861,"direction":24},"Qualified business meetings",[1862],{"start":35,"end":459,"type":57},{"type":134,"text":1864,"spans":1865,"direction":24},"Interactions with the right audience (decision-makers, influencers)",[1866],{"start":35,"end":55,"type":57},{"type":40,"text":44,"spans":1868,"direction":24},[],{"type":40,"text":44,"spans":1870,"direction":24},[],{"type":119,"text":1872,"spans":1873,"direction":24},"The KPIs that really matter",[],{"type":40,"text":1875,"spans":1876,"direction":24},"Here are the key metrics for steering your trade show organization: ",[],{"type":134,"text":1878,"spans":1879,"direction":24},"Audience KPIs: visitor profiles, % core target audience, % decision-makers, breakdown by job function and/or industry",[1880],{"start":35,"end":168,"type":57},{"type":134,"text":1882,"spans":1883,"direction":24},"Engagement and content KPIs : digital interest in the program, participation rate in conferences and/or workshops, feedback",[1884],{"start":35,"end":459,"type":57},{"type":134,"text":1886,"spans":1887,"direction":24},"Business and interaction KPIs : leads collected (scanning of badges), qualification,  scoring, notes, meetings held, sales analysis, exhibitor ROI",[1888,1889],{"start":35,"end":348,"type":57},{"start":674,"end":568,"type":72,"data":1890},{"link_type":74,"url":1891,"target":76},"https://www.digitevent.com/fr/blog/badge-evenementiel",{"type":40,"text":44,"spans":1893,"direction":24},[],{"type":40,"text":44,"spans":1895,"direction":24},[],{"type":40,"text":1897,"spans":1898,"direction":24},"The trick to use? Ask at the right time. Satisfaction surveys are often sent too late. Send them right away at the end of the event, or during a social gathering you organize with your exhibitors a few days after your event. This way, you gather more qualitative, more actionable feedback, to concretely improve the next edition.",[],{"type":40,"text":44,"spans":1900,"direction":24},[],{"type":61,"text":1902,"spans":1903,"direction":24},"The method for evolving your trade show without losing your identity",[],{"type":40,"text":1905,"spans":1906,"direction":24},"A trade show is a fragile ecosystem. Changing too much at once can create organizational risks and a confusing experience for visitors, as well as prevent exhibitors from properly preparing for the show. Here's the method for structuring your trade show more intelligently without completely transforming it overnight.",[],{"type":40,"text":44,"spans":1908,"direction":24},[],{"type":119,"text":1910,"spans":1911,"direction":24},"Step 1: put the fundamentals in place",[],{"type":40,"text":1913,"spans":1914,"direction":24},"Before adding tools or options, you need to clarify what you're selling. A profitable trade show relies on a clear offer, simple to understand for both your exhibitors and your audience.",[1915,1917],{"start":811,"end":1916,"type":57},108,{"start":950,"end":615,"type":57},{"type":40,"text":1919,"spans":1920,"direction":24},"Focus first on three pillars: ",[],{"type":134,"text":1922,"spans":1923,"direction":24},"Booth sales, by setting up a coherent booth layout and guaranteeing a minimum qualified audience ",[1924],{"start":35,"end":93,"type":57},{"type":134,"text":1926,"spans":1927,"direction":24},"Simple ticketing, by communicating about audience quality and visitor typology ",[1928,1931],{"start":128,"end":978,"type":72,"data":1929},{"link_type":74,"url":1930,"target":76},"https://www.digitevent.com/en/blog/ticketing-software",{"start":35,"end":978,"type":57},{"type":134,"text":1933,"spans":1934,"direction":24},"Sponsorship, through clear materials, simple offers, and understandable packages",[1935],{"start":35,"end":93,"type":57},{"type":40,"text":44,"spans":1937,"direction":24},[],{"type":40,"text":44,"spans":1939,"direction":24},[],{"type":40,"text":1941,"spans":1942,"direction":24},"These fundamentals secure the organization of your trade show.",[],{"type":40,"text":44,"spans":1944,"direction":24},[],{"type":119,"text":1946,"spans":1947,"direction":24},"Step 2: deploy tools with high ROI impact",[],{"type":40,"text":1949,"spans":1950,"direction":24},"Once the foundation is solid, you can activate measurable levers, such as: ",[],{"type":134,"text":1952,"spans":1953,"direction":24},"Lead scanning and exhibitor reporting. The technology you use should let you score a lead (hot / warm / cold), add notes to each profile, and sync leads to a CRM. This tool should be more than a file to process later, but a real tool for immediate sales management.",[1954,1957],{"start":35,"end":1204,"type":72,"data":1955},{"link_type":74,"url":1956,"target":76},"https://www.digitevent.com/en/feature/exhibitor-application",{"start":35,"end":1204,"type":57},{"type":134,"text":1959,"spans":1960,"direction":24},"The exhibitor marketplace, a marketplace that lets exhibitors add extra services to their booth. It allows the organizer to generate additional revenue through a single point of purchase, and simplifies the exhibitor's journey. It also helps exhibitors prepare to communicate effectively. It's a good lever for organizers to increase the average exhibitor spend.",[1961],{"start":35,"end":588,"type":57},{"type":40,"text":44,"spans":1963,"direction":24},[],{"type":40,"text":44,"spans":1965,"direction":24},[],{"type":119,"text":1967,"spans":1968,"direction":24},"Step 3: put structuring business levers in place",[],{"type":40,"text":1970,"spans":1971,"direction":24},"For trade shows focused on lead generation, certain features make the difference.",[],{"type":40,"text":1973,"spans":1974,"direction":24},"This is particularly true for qualified business meetings. The idea: organize a schedule allowing 5 to 10 qualified meetings per day for each exhibitor. This lever requires some upfront preparation, with the deployment of a matchmaking platform, early communication, and dedicated activities. But the impact on exhibitor ROI is major.",[1975,1977],{"start":348,"end":1976,"type":57},57,{"start":1249,"end":1978,"type":72,"data":1979},244,{"link_type":74,"url":326,"target":76},{"type":40,"text":44,"spans":1981,"direction":24},[],{"type":40,"text":1983,"spans":1984,"direction":24},"You can also think about business spaces dedicated to targeted networking, also known as VIP areas or lounges. These spaces should be reserved for the right profiles, namely decision-makers. This requires a detailed understanding of your visitor base.\n",[1985],{"start":588,"end":898,"type":57},{"type":40,"text":1987,"spans":1988,"direction":24},"To increase the perceived value of your trade show, you can for example: ",[],{"type":134,"text":1990,"spans":1991,"direction":24},"Set up an engaging activity in a dedicated area of the show",[],{"type":134,"text":1993,"spans":1994,"direction":24},"Organize a dinner after the event to bring together carefully selected profiles",[],{"type":40,"text":44,"spans":1996,"direction":24},[],{"type":40,"text":44,"spans":1998,"direction":24},[],{"type":40,"text":2000,"spans":2001,"direction":24},"Finally, sponsored conferences and workshops are particularly interesting. You allow your exhibitors to take the floor, to be showcased as experts, but with strict content moderation, to maintain a well-honed editorial line that isn't too commercial. ",[2002],{"start":379,"end":112,"type":57},{"type":40,"text":44,"spans":2004,"direction":24},[],{"type":61,"text":2006,"spans":2007,"direction":24},"Move from an intuition-led trade show to a data-driven business",[],{"type":40,"text":2009,"spans":2010,"direction":24},"Want to organize a truly profitable trade show, with clear indicators and a structured business model?\n",[],{"type":40,"text":2012,"spans":2013,"direction":24},"In the replay of our webinar with Expose and Make a Move, Yann Azran breaks down the concrete levers used to evolve the Congrès du VTC, which held its third edition in 2026 with 3,000 participants. Positioning, offer, data, exhibitor ROI: it's all explained, backed by figures.",[],{"type":40,"text":2015,"spans":2016,"direction":24},"If you want to turn the organization of your trade show into a sustainable growth engine, request the replay by contacting our team and walk away with an actionable method.",[],[2018],{"primary":2019,"items":2028,"id":779,"slice_type":780,"slice_label":8},{"seo_title":2020,"seo_meta_descriptions":2024},[2021],{"type":40,"text":2022,"spans":2023,"direction":24}," Organizing a trade show: making your event profitable",[],[2025],{"type":40,"text":2026,"spans":2027,"direction":24},"Concrete advice for making your trade show organization profitable, data-driven, and focused on exhibitor ROI",[],[2029],{},{"id":2031,"lang":783,"type":9,"uid":2032},"akYmxBIAACsAyuD0","organisation-salon-professionnel",{"id":2034,"uid":2035,"url":8,"type":9,"tags":2036,"first_publication_date":2037,"slugs":2038,"linked_documents":2040,"lang":17,"data":2041,"_source":2146},"en_blog_article_on-vous-raconte-la-bonne-idee-madge-masque-badge","madge-mask-badge-story",[12],"2026-07-02T10:07:48+0000",[2039],"on-vous-raconte--la-bonne-idee-madge-le-masque--badge-",[],{"distribution":12,"article_title":2042,"author_name":2046,"publication_date":2047,"banner_image":2048,"article_content":2056,"main_tag":765,"body":2133},[2043],{"type":21,"text":2044,"spans":2045},"Let's tell you about it: the great idea behind Madge, the mask + badge!",[],"Syrian Fis","2020-12-15T23:00:00+0000",{"dimensions":2049,"alt":2051,"copyright":8,"url":2052,"id":2053,"edit":2054},{"width":29,"height":2050},509,"the Madge badge and mask","https://images.prismic.io/digi-www/bcdbb91e-eb05-4093-8a6f-9c79ad557ee0_madge+cover.png?auto=format%2Ccompress&rect=0%2C0%2C743%2C420&w=900&h=509","X5mj7xUAACYADkyc",{"x":35,"y":35,"zoom":2055,"background":37},1.1002444987775062,[2057,2060,2063,2068,2072,2074,2079,2084,2089,2094,2104,2108,2112,2116,2121,2124,2129,2131],{"type":40,"text":2058,"spans":2059,"direction":24},"It's the right idea at the right time: Nicolas Olive, event project manager and resourceful designer, is the inventor of the Madge, the mask that doubles as a badge for practical, 100% Covid-friendly events.",[],{"type":40,"text":2061,"spans":2062,"direction":24},"Digitevent wanted to interview him quickly so he could tell us more about the origin of his idea, its development, and his vision for the future of events: ",[],{"type":134,"text":2064,"spans":2065,"direction":24},"Hello Nicolas, and congratulations on the success the Madge is having. First of all, how did the idea for the Madge come to you, and how long had you had it in mind? ",[2066],{"start":35,"end":2067,"type":57},166,{"type":40,"text":2069,"spans":2070,"direction":24},"The idea came to me when I saw masks used as advertising supports for brands or products, but I didn't see any mask with real usefulness or real added value. \n\nSo I asked myself in what ways a mask could be used in events, and by listing the different elements found in almost every event, I very quickly found the idea of combining the mask with a badge or a ticket, to control access to a venue or an event. ",[2071],{"start":35,"end":1730,"type":739},{"type":40,"text":44,"spans":2073,"direction":24},[],{"type":134,"text":2075,"spans":2076,"direction":24},"Do you think the current and future health situation will force the events industry to adapt with original solutions like the Madge? ",[2077],{"start":35,"end":2078,"type":57},133,{"type":40,"text":2080,"spans":2081,"direction":24},"Yes, I think so. For my part, I'm simply offering a solution that can help restart the business and bring events back. We'll need to get used to living with the virus, at least until we find a vaccine or the risk of contamination drops considerably. In the meantime, we'll definitely need creative solutions. ",[2082],{"start":35,"end":2083,"type":739},309,{"type":134,"text":2085,"spans":2086,"direction":24},"What's your opinion on the need to keep holding in-person or hybrid events? ",[2087],{"start":35,"end":2088,"type":57},76,{"type":40,"text":2090,"spans":2091,"direction":24},"Agencies and service providers had to adapt quickly so as not to lose the entire budgets committed, or events that could very easily be made hybrid or digital.\n\nWe did indeed have to fight against postponements and cancellations. But let's not forget that the whole point of events is bringing people together for a given time in a given space. So there's a notion of Human, with a capital H, at the heart of the event.",[2092],{"start":35,"end":2093,"type":739},419,{"type":40,"text":2095,"spans":2096,"direction":24},"For me, digital is a tool for events, but it can in no way replace being there in person. I think the next step would be to ask what digital innovation we can actually develop to turn our future events into true 360° experiences. (At Digitevent, we believe this comes through the possibilities of networking and interactions between participants)",[2097,2099],{"start":35,"end":2098,"type":739},230,{"start":2100,"end":2101,"type":72,"data":2102},297,307,{"link_type":74,"url":2103,"target":76},"https://www.digitevent.com/en/feature/networking-chat-application",{"type":40,"text":2105,"spans":2106,"direction":24},"I think we should instead focus on the user experience and hybrid interactivity rather than imagining that digital will completely replace in-person events.  ",[2107],{"start":35,"end":1617,"type":739},{"type":134,"text":2109,"spans":2110,"direction":24},"Great! A more practical question now. What would the price range for a Madge be for an advertiser? ",[2111],{"start":35,"end":487,"type":57},{"type":40,"text":2113,"spans":2114,"direction":24},"We're between €6 and €8 excl. tax, printed (graphics + personalized technique) and delivered blister-packed.",[2115],{"start":35,"end":1916,"type":739},{"type":40,"text":2117,"spans":2118,"direction":24},"As you'll have understood, the Madge is a clever solution that addresses the events industry's current challenges. 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members",[],{"type":134,"text":2705,"spans":2706,"direction":24},"Assign access and badges",[],{"type":134,"text":2708,"spans":2709,"direction":24},"Track each member's activity",[],{"type":40,"text":2711,"spans":2712,"direction":24},"Exhibitors can manage their team independently from their dedicated space.",[2713],{"start":168,"end":898,"type":57},{"question":2715,"answer":2719},[2716],{"type":2369,"text":2717,"spans":2718,"direction":24},"How can you give exhibitors more visibility at a trade show?",[],[2720,2723,2726,2729,2732],{"type":40,"text":2721,"spans":2722,"direction":24},"Exhibitors can:",[],{"type":134,"text":2724,"spans":2725,"direction":24},"Create a customized showcase profile",[],{"type":134,"text":2727,"spans":2728,"direction":24},"Present their business and their team",[],{"type":134,"text":2730,"spans":2731,"direction":24},"Highlight their booth",[],{"type":40,"text":2733,"spans":2734,"direction":24},"This improves their visibility on the event website and the attendee app.",[2735],{"start":1223,"end":105,"type":57},{"question":2737,"answer":2741},[2738],{"type":2369,"text":2739,"spans":2740,"direction":24},"How can you optimize meeting scheduling for exhibitors?",[],[2742,2744,2747,2750,2753],{"type":40,"text":2721,"spans":2743,"direction":24},[],{"type":134,"text":2745,"spans":2746,"direction":24},"View their teams' meetings",[],{"type":134,"text":2748,"spans":2749,"direction":24},"Add or modify time slots",[],{"type":134,"text":2751,"spans":2752,"direction":24},"Optimize their schedule",[],{"type":40,"text":2754,"spans":2755,"direction":24},"This helps maximize the number of business interactions during the event.",[2756],{"start":93,"end":105,"type":57},{"question":2758,"answer":2762},[2759],{"type":2369,"text":2760,"spans":2761,"direction":24},"How can you showcase sponsors and partners at an event?",[],[2763,2766,2769,2772,2775],{"type":40,"text":2764,"spans":2765,"direction":24},"To increase sponsor value:",[],{"type":134,"text":2767,"spans":2768,"direction":24},"Offer visibility spaces (profiles, content)",[],{"type":134,"text":2770,"spans":2771,"direction":24},"Enable sponsoring of workshops or conferences",[],{"type":134,"text":2773,"spans":2774,"direction":24},"Generate qualified leads",[],{"type":40,"text":2776,"spans":2777,"direction":24},"Exhibitors thus benefit from multiple visibility and engagement channels.",[2778],{"start":234,"end":105,"type":57},"faq$a3b75030-4a19-473e-9b3e-d032f26184c5",{"id":2781,"lang":783,"type":2225,"uid":2782},"Z_OdFBEAACgAln3e","espace-exposant",1784899145033]