The Conference Dilemma
There’s a good chance you can only attend one event per year. Picking wisely not only could result in inspiring ideas but also propel your career.
But there’s a legitimate problem we need to address. Many conferences are a complete waste of time and money. If you plan to take time off or stop serving clients, then you’ll want to make the best possible event decision.
That’s why I’ve devised a checklist for you below. This is a filter you can use to truly understand if attending any event is a smart investment.
#1: Who’s the Real Customer?
If you’ve been in marketing for a while, you know that YOU are the product on major social platforms like Facebook. They gather insights about you and sell that data to the highest bidder.
Well, guess what?
The same is true for MANY conferences.
Here’s how you can find out…
If the event has a large expo hall and the ticket price seems too good to be true, then you’re not the customer. For those events, it’s about getting as many people packed into a space and selling you and your data to the sponsors, who are the REAL customers.
#2: Do They Focus on Quality Education?
While it might be nice to walk up to a booth of a familiar brand, that’s probably not why you attend events.
More than likely, you want to learn something so you can advance your career!
When it comes to actual learning, events that tout panels should be a big red flag for you.
Believe it or not, I recently attended an event with more than 1,000 speakers, and nearly all of them were on 15-minute–long panels—with no breaks in between!
There may have been some brilliant speakers there but they barely had time to say anything.
Having been on a lot of panels myself, I love them as a speaker. Why? Because I get a free event ticket and need to do NOTHING to prepare.
The truth is you can experience panels all day long for free on Twitter Spaces!
The best events don’t have any panels. Instead, they have trained professionals who own the stage and deliver exceptional value.
#3: Are Speakers Accessible?
If you’re like me, one of the reasons you go to events is so you can connect with your favorite speakers.
For example, I really wanted to meet Tom Bilyeu.
I attended an event in Los Angeles. He appeared from behind a black curtain, was interviewed, and then disappeared behind that curtain, never to be seen again.
Needless to say, I was very disappointed.
Unfortunately, this is common at many events. Speakers appear minutes before they present and then rush off afterward.
The best events set different expectations with their speakers. They encourage them to continue the discussion in the hallways long after the speaker’s session has ended.
The best conferences ask speakers to remain accessible during the entire conference. This opens up ample opportunities for attendees to make connections with the speakers they really want to meet.
The truly best conferences won’t invite speakers back who don’t place attendees as their top priority.
Here are a few questions you can ask event organizers:
- How will speakers be accessible after their talks?
- How long is the break between sessions so attendees can talk with speakers?
- Are speakers encouraged to attend the entire conference?
A Few Final Thoughts
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It’s my hope that this insider look into conferences equips you to make wise decisions with your marketing conference selection.