Why open-door events are valuable to your business

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Today, communication is becoming more and more digital. People increasingly work from home, online shopping facilitates the access to goods delivered directly to the home, and human interactions may become fewer. Some people suffer more than others under the effects of increased isolation. Research shows that social isolation and loneliness lead to a higher risk of a variety of physical and mental conditions from high blood pressure and heart disease to depression, cognitive decline, and Alzheimer’s disease (NIH National Institute on Aging, 2019).

Another study shows that people who participate in mass gatherings can benefit from positive well-being (Shruti Tewari, 2012).

Working as a hearing care professional (HCP), personal contact is essential. You meet your clients on a regular basis and build a relationship based on trust. But apart from affecting the participants positively, can social gatherings in the form of events also drive your business? Here are 3 reasons for hosting physical events as a tool to market your products and strengthen your business.

1. Valuable marketing tool

Many people, from leaders to individual participants, are seeing the value of events. A study by Bizzabo on event marketing indicates that 61% of survey respondents believe that in-person events are the most critical marketing channel. Most marketers invest at least 21% of their marketing budget in live events. Although the determination of a specific return on investment (ROI) is challenging, the investment of significant marketing budgets and overall industry support further prove the value of hosting events. And the trend is increasing (Bizzabo, 2020).

2. Events may lead to loyal customers

Live events can create deeper and more memorable experiences than digital events. They affect participants more strongly by activating all human senses. A study shows that 93% of marketers believe in-person events provide attendees with a valuable opportunity to form connections in an increasingly digital world. When participating in an event, people feel that they are part of a larger collective. They can interact with other attendees that share the same interests or face similar challenges. The active exchange between participants can serve as an additional motivator to wearing a hearing aid and may lead to new friendships. Addressing potential clients through hosting in-person events can ultimately lead to a closer and more loyal customer relationship (Bizzabo, 2020).

3. Events drive business goals

95% of Bizzabo survey respondents believe that in-person events can have a major impact on achieving their company’s primary business goals. The majority (85%) of respondents in leadership roles have identified in-person events as critical for their company’s success. Hosting client events can also be a key factor for differentiating from competitors. Especially in a line of business such as hearing care where trust and a positive relationship are key factors (Bizzabo, 2020).

Are you excited to start planning future client events? If yes, the very first step in planning an event is to define the purpose. Every open-door event is different and calls for a tailor-made plan. To make the most of your big day, start with a brief and make sure to set a clear goal. Understanding the audience, you are targeting will put you on track and help you decide the fundamental details. For more tips on how to organize an open-door event, download the guide with 12 steps for a successful event.


Last and most importantly, events need to convey positive feelings and be fun. In May this year, I had the opportunity to participate in the Bernafon Distributors Conference. This is an event hosted bi-annually with Bernafon distributors from all over the world. Of course, Bernafon uses the conference to inform about new products and ultimately drive business. But even more importantly, the event is hosted to share experiences between participants and foster client relationships. Both aspects are not part of the official event agenda. They happen while drinking coffee during breaks or enjoying dinner together. This un-planned social exchange is what makes in-person events so valuable. So, leave some room in your event program for spontaneous interaction to facilitate the exchange between the participants. And, most importantly, present yourself and your co-workers in an approachable manor and always greet your guests with a warm smile.


Bizzabo. (2020). Event Marketing 2020, Benchmarks and Trends Report. New York: Bizzabo.

NIH National Institute on Aging. (2019, April 23). News: Social isolation, loneliness in older people pose health risks. Retrieved from NIH National Institute on Aging: https://www.nia.nih.gov/news/social-isolation-loneliness-older-people-pose-health-risks

Tewari S, Khan S, Hopkins N, Srinivasan N, Reicher S (2012, October 17). Participation in Mass Gatherings Can Benefit Well-Being: Longitudinal and Control Data from a North Indian Hindu Pilgrimage Event. Retrieved from PLoS ONE 7(10): e47291: https://doi.org/10.1371/journal.pone.0047291


About the author:

Myriam Schneider
Myriam Schneider
Myriam has been leading projects and conceptualizing global marketing campaigns in Bernafon’s marketing communication headquarters since spring 2018. With a degree in international hospitality management from EHL and previous work experience in sales and innovation management, she aims for a holistic communication approach and strong customer focus. In her free time, Myriam loves to travel far and often, enjoys plunging into a new world when reading fiction books, and spends sunny days floating in Bern’s home river Aare together with friends.