We look at the need to get together and ask – does it work?
Conferences are big business. A casual search for any vertical mix of “meeting point”, be it by topic or geography, could keep you and I continually doing the rounds of expensive hotels and free lunches everyday except weekends, until midway thru 2019 – and we haven’t even got through January some twelve months earlier.
Either the common understanding is that; conferences work. Or we are simply creatures of habit, we go because we always did.
Except that, for many – conferences, and the mini exhibitions that accompany these – deliver very little. Particularly for vendors, who splash out large sums but frequently tell us its a lot of cost for what ultimately does not deliver. And similarly for delegates – why is it that Speakers who should know by now how to communicate their corporate benefits, are so frequently unprepared, whose presentations are just so dull? Is it – to put it another way, there are simply better ways of achieving your goal – be it sales prospecting, market info, meeting your peers – than by jumping on the cattle run.
Then again – judging by the highly competent lists of theoretically highly competent decision-makers that always herald every getting-together – these guys would not do it, if it didn’t work. The answer, is to pick and choose the meetings where a/ you want to be visible; and b/ where the delegates that surround you are actually worth meeting.
And sure, there are the classic industry standard get-togethers, that are like the perennial flowers in my front garden. its the same people, the same format, the same booths, the same visibility. If you are not there, then people “assume” you are not anywhere. I am not talking about these. You can put healthcare, and hospitality into those boxes. There are many more.
The trick is to identify conferences that are addressing an actual market need. Nowhere is this more obvious and important, than in the technology arena. And these conferences too are changing. If 2016/2017 were the years of Big Data, and then GDPR – we are now seeing the more discussion based formulae. These are the meetings that you need to go to, because they deliver original thinking.
It has long been recognised that the real hidden benefit of this level of conference – is the casual networking, the informal discussion. Best among the upcoming conferences is the Future of Finance 2018 Discussion, on Feb 19th in London. Organised by IQPC, this promises to be an innovative forum based event, that brings together the people that can shape the industry, and where you can play a part. Worth registering.