‘How to Attract the C-Suite to Your Events’ – CMI
Roanne Neuwirth says, “The insights and experience that come from interactive, interpersonal exchange — be it a salon, forum, conference, or a virtual roundtable — offer a unique experience that simply can’t be replicated in other formats and channels.
Getting the right people in the room is key to your event’s success, and no audience is more challenging than the C-suite. The group is highly desired by marketers, but also frustratingly tough to convene. Top executives won’t take time away from the office unless they are convinced they’ll get significant value, and they will readily punt an invitation to their team if the case is not persuasive.
In my work helping companies bring executive clients to the table, I have found three core elements to boost C-suite attendance and participation. The principles hold true whether the event is in-person or virtual.
Content — or your event’s agenda — is the primary hook and it needs to be tailored specifically to your C-suite audience. Executives seek intriguing, surprising, or useful ideas that address their greatest business challenges. They also crave solutions that push beyond common wisdom. Outcomes and impact matter; benefits and features don’t. Executives often shy away from events — particularly those held by vendors — because they fear the sales pitch”.
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