When it comes to the value of conferences and events, forget about dazzling presentations, flashy slides, and charismatic speakers. The real value lies not in what is presented, but in knowing who showed up. The speaker and their content is almost certainly available on their website or on YouTube.
But what your attendees’ current interests are; what they are currently researching; what topics they will give 30 minutes of their time to - those are secrets locked inside your attendees’ heads - and are only revealed by what they choose to do onsite. Those secrets are worth a lot.
Here’s why:
1.Business Intelligence: The true goldmine for event organizers is in the data itself of who attended and what they liked. Understanding the behavior of attendees, and therefore their interests, provides the most valuable business intelligence. It helps companies tailor their products, services, and marketing strategies to better meet the needs of their audience. It allows for next steps meetings with product specialists in their areas of interest.
2. Lead Generation: Sponsors always want to speak - but only by tracking attendance can you convert that desire to a measurable benefit. Tracking breakout session attendance can literally triple the leads that a sponsor obtains - versus just exhibiting. And these new leads have been educated and qualified from the session material they heard - there is already a point of connection that can be taken forward into the sales process. Tracking session attendance allows businesses to follow up effectively, nurture relationships, and convert leads into customers.
The value of conferences and events extends far beyond what is showcased on stage. It's about the connections made, the insights gained, and the opportunities uncovered through attendee tracking. So, the next time you organize or attend an event, remember: it's not all about the presentations—it's about who came.
Prioritize attendee tracking; it's a powerful tool for driving business growth, enhancing professional development, and fostering meaningful connections. Attendee tracking is easier than you think using RFID technology. Get in touch with us here at TWST Events if you want to learn more.
