By Karla Cedillo*
As the year draws to a close, I decided to write this article from the floor of Expo FAC 2024, an exhibition specializing in the pharmacy sector. From there I was able to observe the vibrant movement of an event that comes to life every year, and like all the others organized by RX, its main objective is to build and generate business opportunities for clients and audiences, regardless of their place of origin or the industry to which they belong.
Walking through the halls, I came across one of the most valuable spaces at RX Mexico events: the Elite Club area. This exclusive program was designed to foster effective business relationships between our exhibitors and the qualified buyers who attend the event. Its purpose is to connect people interested in doing business, optimizing their time.
The value of these interactions is indisputable and quantifiable: in 2023 alone, our company's events generated more than 11,500 business meetings, representing a 34% growth compared to 2022. In a context where the recovery of consumer confidence is crucial – especially in a post-pandemic world – this data becomes highly relevant.
Constant growth
During 2024, our company events have generated 13,154 Club Elite appointments, which indicates a 13% growth compared to the previous year. Thanks to in-person business appointments, 75% of buyers confirmed that they would close a deal after the meetings, and 69% of them will do so within less than six months.
Club Elite activities add significant value and help ensure our exhibitors' return on investment (ROI), as 84% of participants in this concept are decision makers and recommend purchases.
These figures reflect the dynamics of trade shows and similar events, and underline the importance of face-to-face interactions in fostering business relationships, closing deals, and generating business. The increase in the number of such meetings in recent years suggests that quality has become a fundamental element in the development of events.
The trend is very marked
Compared to other industry programs, Club Elite has positioned itself as a highly effective solution for fostering business relationships during trade shows and expos; it outperforms similar programs in terms of appointment generation, deal closing rate, and attendee profile quality. Additionally, its focus on creating meaningful connections makes it a valuable option for exhibitors and buyers alike.
This trend will undoubtedly set the pace at which face-to-face meetings will continue to support the development of trade shows; as professionals seek more meaningful connections, the demand for events that offer effective networking opportunities will continue to grow. In this context, organisers that prioritise the quality of interactions will be better positioned to attract buyers and exhibitors, and ensure their relevance in a highly competitive market.
Source: RX.