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There are a number of small and large industry events throughout the year, from localised summits to big global trade shows - but what’s the real value in attending?
Nurturing relationships
In a previous blog we wrote that successful events rely entirely on successful relationships and these relationships are most efficiently nurtured when everyone comes together at trade shows like IMEX America next week.
Without having to diarise 50 separate meetings, in and amongst a busy day-job, you can clear just a couple of days to get them all done at once. Whether it’s a formal one-to-one, a lunchtime catch-up or an evening networking reception the plethora of opportunities mean that those regular touch points with clients and suppliers are achieved.
Serendipity
Beyond the expected faces and the pre-arranged meetings, there is of course the serendipity of being in the room. Whether it’s bumping into someone you’ve lost touch with, someone who’s changed jobs or someone you’ve never met. And with larger events, the odds of meeting someone new are multiplied.
And, whether you believe in fate and divine intervention or not, quite often solutions to problems will present themselves when you’re meeting with so many people in such a short space of time.
Being selective
Obviously this doesn't mean everyone should attend every event - there are so many that we wouldn’t get any work done for a start. So how can you ensure you get the best ROI from the time away from your desk?
Part of this just comes with experience, attending events and noting which ones work for you and which don’t. However, an event that wasn’t valuable five years ago, may now have evolved or might fit better today. Likewise, attending the same event year-on-year could become too familiar and reduce the number of new interactions.
At the end of the day there are many variables to consider; are you looking to just reconnect and have more face-time with existing clients and suppliers? Are you looking to develop new business opportunities? Or is it an end-of-year celebratory event that you want to attend primarily to enjoy the company of those you’ve collaborated with all year? All valid reasons that should inform your registration decisions.
The other side
One of the best reasons for event professionals to attend events is to become a delegate. Experiencing the other side of things can really help inform decisions made about your own events. It creates greater empathy when planning logistics for others and reminds you of the good and bad experiences attendees can have.
We at Black Book make a conscious effort to attend all types of industry events, from small intimate roundtables to the larger cornerstone events. The team will attend trade shows that are more generalist, as well as conferences specifically focused on incentive travel like SITE GB and SITE Global.
We can also make sure your own conferences and networking experiences will allow for your attendees to nurture relationships, leverage serendipity and find real value in being a delegate.
If you’d like to work with us on your next event, get in touch.