- You can’t charge people to sit in the audience and charge people to sit on the stage at the same time and make them all happy. From Chris Keiff at 1goodreason
- TED and the notion of abstract conceptual thought from Seth Godin. Who often riffs about how conferences could be better – Thanks for the tips!
- Why Hub Spot wont’ exhibit at trade shows anymore from Hub Spot Blog. Which generated some amazing comments.
- It also reminded me of this study from British Airways and HBR. Manaing Across Distance in Todays Economic Climate: The value of face-to-face meetings. http://businessgrants.ba.com/harvard-business-review.pdf
- All wrapped up by an interesting piece in this month communicate magazine (A Middle East Advertising Age with a poor website, so no link) on event marketing, that said “as a general guide the actual cost of your sponsorship should be one third of the total budget because you need to have sufficient funds to leverage it.”
We live in fascinating times… The digital marketing revolution is killing off so many traditional and ultimately ineffective marketing channels that you start to wonder are events next?
The difference is a “good” event, leveraged properly will always give you a fantastic ROI.
However, As event organizers (full disclosure – I work for IQPC one of the worlds biggest (& best in my opinion) conference organizers) we must come up with a format that matches today’s fast paced world, the days of powerpoint presentations in dark rooms are most likely numbered. The mix of new innovative formats leveraging technology, solid topic research and challenging speakers will always create a powerful experience that allows people to both learn and network (face to face).
Balacing that with the reality of the costs, means sponsors are also central to the whole experience. Their involvement, handled correctly does not mean the delegates have to sit and listen to pitches. I attended a Hub Spot event in San Francisco last year, it was full of vendors, and to everyone’s credit, barely a pitch to be heard, I meet some great people, the format was energising and I had pages and pages of notes, all of which galvenized my thinking and has been driving change in our ogranization every since.
I experienced, first hand the power of a good event, and it included sponsors, lot’s of them! I think with all the focus on digitial marketing, social media etc, having a strong link to the physical world (a face2face tie in) is more important than ever.