B2B events market in growing pains

The events market has changed significantly over the last seven years owing to various factors. While in 2007, the B2B events and conference market was dominated by big occasions with fairly general topics, with lots of “gurus” giving “motivational speeches” and big budgets spent by sponsors, the crisis made itself felt from the second half of 2008 and especially 2009, and sponsorship as well as attendance budgets were cut. This led to a market shrinkage that saw some organizers lose ground and disappear, and the format of events change. Over 2009-2010 we saw the comeback of smaller “networking events” in response to the need to make new contacts, while events became more focused and shorter due to time and budget constraints.

The other factor significantly shaping the events market is technology, along with the social media phenomenon. 2012 and 2013 saw the emergence of new ways to interact between audience and speakers, new ways to network and new ways to give feedback through social media channels and apps.

Marketing wise, we are using different tools now. Think of social advertising, which is replacing traditional advertising, think of the different integrated platforms to announce and sell events or of the direct mailing services that marketers have at hand.

Format wise, the Romanian market is still developing and has a long way to go to catch up with countries such as the UK, Netherlands or US, where we see lots of huge fairs and international conferences, social events, top-notch speakers and creative concepts at the same event. One of the reasons we’re not there yet is budget constraints. We not ready to invest more and we, as event organizers, have to do more with less.

Content wise, B2B conferences are more focused and targeted at a niche, with a more practical approach. Content is king and a good audience is a must.

In my view, successful events are about learning, connecting, creating an experience and being remembered. Since we are celebrating 15 years of Business Review, therefore 15 years of quality business publishing, I would say we are also celebrating 15 years of quality events that are meant as a networking platform for the business community and as a provider of relevant and quality content.

Oana Molodoi