Best Practice Report

Event Strategy: Decision Drivers For Single-City Or Multi-City European Customer Events

January 1st, 2018
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst

Summary

Customer conference planners must decide whether to host a single, multi-day event at a major convention venue or a series of smaller-scale events. Large customer conferences are especially common in the US. However, B2B teams in Europe must weigh the convenience of single-location events against the need to offer their local customers and sales teams opportunities to meet without needing to travel outside their home countries. In this report, we describe the internal and external drivers to consider when developing a European customer event strategy in order to drive optimal customer experience and achieve marketing goals.

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