5 minute read

B2B EVENTS

from Business Events Africa — April 2023

by Contact Publications

from Business Events Africa — April 2023, page 45

Article from: Business Events Africa — April 2023

THE LAST WORD

The strength of inventive hospitality and unforgettable company encounters

The bustling world of business-to-business (B2B) events calls for more than just a steaming cup of coffee to fuel connections and drive productivity.

As we strive to make these gatherings more compelling, participants and organisers must go beyond coffee bars to provide innovative, immersive experiences that leave a lasting impression. In this column, we’ll explore the possibilities of linking food, drink, and company image to create connections for attendees — after all, event ROI can turn on a single visitor’s encounter.

1. Food and drink as a creative canvas

Imagine a world where food and drink become an extension of your company identity, transforming your showcase stand into a multi-sensory experience. From serving ice cream in corporate colours, to offering tailored ‘nutraceuticals’, health smoothies, and calming drinks at different times of the day, the possibilities for innovation are limitless. Embracing this creative approach not only delights visitors but also reinforces your company’s presence in their minds, going beyond the branded coffee cup.

2. Sweet – and savoury – connections

As humans, we are hardwired to respond to taste, aroma, and visual appeal. Capitalising on this, participants can use food to establish memorable moments that build lasting connections. Offer sweet and savoury treats tied to your company’s products, services, or themes to engage visitors and spark conversations. For example, a cybersecurity firm could serve up ‘firewall fritters’ or ‘malware macarons’ to forge a playful and memorable association. Creativity is key when crafting these food-based encounters, as they help solidify a mental link between your company and the visitor’s experience.

3. Feelings matter: the emotional impact of hospitality

As the saying goes, people may forget what you said, but they will never forget how you made them feel. By offering delightful, themed food and beverages that align with your company, you generate positive emotions that resonate with visitors long after the event ends. This emotional connection serves as a powerful tool in your B2B toolkit, enhancing your overall showcase ROI.

4. Timing is everything: catering to the rhythm of the day

Event days can be long and tiring for both participants and attendees. By thoughtfully planning your hospitality offerings according to the natural rhythms of the day, you can provide visitors with precisely what they need, when they need it. For example, serve energy-boosting smoothies in the morning, refreshing drinks during the midday slump, and calming herbal teas towards the end of the day. This strategic approach not only demonstrates your understanding of the visitor’s needs but also showcases your company’s attentiveness and adaptability.

5. Customisation and personalisation: make it unique

In a world where consumers are increasingly seeking unique, personalised experiences, B2B events should be no exception. Customise your hospitality offerings to reflect your target audience’s preferences, cultural backgrounds, or dietary requirements. Personalising your food and beverage selection will not only make your visitors feel valued, but also help your company stand out in a sea of generic coffee bars.

6. Don’t forget the presentation

To maximise the impact of your creative food and beverage offerings, remember that presentation is crucial. Pay attention to the details: branded napkins, utensils, plates, and packaging can all contribute to an immersive company encounter. By harmonising your presentation with your overall company aesthetic, you establish a cohesive and memorable interaction that will keep your company top-of-mind for attendees.

In conclusion, the days of relying solely on coffee bars for B2B event hospitality are long gone. By embracing the endless possibilities of creative food and beverage offerings, participants and organisers can craft truly memorable experiences that engage attendees, forge lasting connections, and ultimately drive business growth. It’s time to think outside the coffee cup and invest in innovative, immersive experiences that not only leave a lasting impression but also maximise your event ROI.

As you plan your next B2B gathering, consider incorporating these strategies into your hospitality offerings:

• Experiment with themed food and drink options that align with your company, products, or services.

• Tap into the power of emotions by generating positive, memorable experiences for visitors.

• Cater to the natural rhythms of the day, providing energising, refreshing, or calming options as needed.

• Personalise your offerings to meet the unique preferences and needs of your target audience.

• Pay close attention to the presentation, ensuring a seamless integration of your branding elements.

By harnessing the power of food, drink, and company image, you can elevate your B2B showcase experience and leave a lasting impression on your visitors. So, go ahead and get creative, think beyond the coffee cup, and make your next event an unforgettable one!