If you can provide a safe environment where your client CEOs can meet in a small group, observe Chatham house rules, network with industry peers, dine with each other and hear a fantastic speaker, then you should consider this to be one of the most powerful marketing exercises you can host.
Depending on the reach of your sales teams, these CEOs may or may not have had direct contact with your company. However, when they turn up, they will know who you are and what you do. Their staff and line managers will also know they are attending. Sales efforts are not required. These time-poor individuals have joined your event. That’s enough selling.
I have hosted and initiated many of these types of events with clients. Whether it is best as a breakfast, lunch or dinner event depends on the location or country and the target market. The attendees are always appreciative to be treated well in a small like-minded group. Directly or indirectly, business always came from the events. Best of all, the brand and reputation for your company will be associated with sponsoring this type of industry CEO or leaders forum.
Finding suitable guest speakers can be a challenge. However, the range of issues your CEO clients are facing can be enormous, and this makes for a broad field of possibilities. E.g. If your group of CEOs is from the life science or medical devices space, it would be tempting to get a speaker from this specialised sector. However, the same CEOs may be grappling with new government legislation, diversity issues, staff retention, digital transformation or emerging technology. In this example, if you are not a medical device expert, then it is probably appropriate to tackle a broader issue where all could benefit.
Some industries are being heavily regulated for conflicts and also gratuities. In this instance, you should be sensitive to supplying a lavish or upmarket event free of charge. To prevent these situations arising, I have found that senior leaders like CEOs are more than willing to pay for a decent networking event. The fee may not cover all the cost, but it will mitigate conflict and indebtedness issues.
During these events don’t be surprised to find that the conversation quickly becomes warm and sharing. CEOs are usually great with people and developing relationships in a rapid manner. If this occurs, step back and facilitate introductions and the event rather than be front and centre. It could be appropriate to leverage and continue the group camaraderie by establishing a group using such tools as WhatsApp or closed LinkedIn groups.
Here are some key points to consider when you are planning your CEO community events:
1. Segment your clients into logical vertical markets: Life Science, Telco, Insurance, Manufacturing, Supply Chain Management, Animal Health, Financial Services, Technology etc.
2. Identify the CEO or appropriate level of the person to attend the event. With super large organisations, this may be a divisional head who is a perfect match for a mid-tier CEO. Remember the contact does not have to be dealing directly with your origination, but the invitation is a direct recognition the client company is an important client for your company.
3. Send a professional and appropriate invitation. I prefer a card by post which is handwritten from you. Increasingly my clients are using vehicles like “paperless post” and email. Whichever communication means you use, make sure it is high level and professional.
4. If the group is already established, consider putting a nominal cost on the event.
5. Secure an engaging speaker. The brief should be tight. Keep PowerPoint and selling from the speaker to an absolute minimum. Prioritise discussion and Q&A as part of the session
6. Book a high-class venue with great and appropriate food and beverage. The room should be contained or closed to give privacy to the event.
7. Keep the group to 25 or less. This includes you and any of your team in attendance. A smaller group allows better discussions and for all attendees to meet each other.
8. Plan so that the event has a balance of networking, presentation and free discussion.
9. Keep company branding to a minimum but have some, especially when photos are taken.
10. Consider engaging a photographer but be careful not to be intrusive.
11. Give the group an option to keep the discussion going by participating in a WhatsApp or social group.
12. Schedule similar events with the same group regularly – quarterly or semiannually.
Hosting events and forums like this carries great responsibility and requires discretion. If you can bring groups like this together, it will be the most rewarding marketing experience for your organisation. Quite a contrast to the digital experience.