By David Jones, Executive Vice President/CMO
Events are back.
Let’s rephrase that. Events that people want to attend are back. Beaches are crowded, sporting events are sold out, amusement park lines are long and flights are full.
But what about business events? They’re also coming back.
Let’s rephrase that. Business events that people want to attend are coming back.
For 16 months, people have been asking what the “new normal” will look like. When it comes to events, we’re beginning to see the answer. Quite simply, events that tap into passions, promise unique experiences or provide valuable connections are going to flourish.
Gone (or at least struggling) will be marginal trade shows, one-way seminars and gatherings void of networking.
So, what are businesses to do?
First, celebrate! You now have a chance to ditch that boring seminar, dead trade show or unnecessary out-of-town meeting. Second, find or create events that resonate with your customers and employees. Then, go all in on those.
How do you know if your next sales meeting, trade show, product launch, influencer event, consumer activation or training tour will connect with your audience? Put yourself in their shoes and see if the event checks one, or ideally more than one, of the boxes below.
- Does it tap into passions (personal or business)?
- Does is provide new or hard-to-find information?
- Does it offer unique experiences?
- Is it designed for attendee engagement, using hands-on learning?
- Are there valuable networking opportunities?
If the answer is yes to one or more of these questions, it’s probably worth your effort to produce or attend. If not, save your time and money.
Events are back…and now is your chance to do them right!
(And if you need help creating or participating in ones that make a difference, please give us a shout.)