What's the Point of Hosting Conferences, Anyway?
If there’s so much work involved in putting a great conference together, why would anyone go through the effort?
Well, there’s a lot to be said for getting many like-minded individuals in one place at one time.
1. Exposure
No matter your industry, exposure is key if you want to attract new customers and continue to impress those who already know about you. Traditional and digital marketing can only do so much because you’re still at the mercy of hoping people click on your ads or open your direct mailers. With conferences, you put yourself right in front of the people who can make major things happen for your company. Generally speaking, the people who attend conferences are decision makers. They’re the movers and shakers of their employers, often attending trade shows with the intent of making purchases or learning about potential partners with whom they can work in the future.
If you’re not in the direct line of sight, your competitors will be.
Eliminate competition by putting your company’s name at the top of the conference. That brings us to point No. 2.
2. Brand Positioning
You know you’re better than the rest, but how do you tell the world about this fact?
You show them!
Conference events offer the rare opportunity to interact with people in your industry in a face-to-face, real-time environment. Show them who you are, why you’re better, and how your products or services could change their lives.
You’re hosting this party, and your brand is center stage. Now, it’s time to make something of this real-life marketing real estate. Companies that have the cajones to host conferences are leaders in what they do. People remember their brands and instinctively see them as authority figures in their industries.
You want to be the big-name brand everybody looks up to, don’t you?
3. Continuing Education
Lectures, workshops and speakers provide a lot of awesome information during conferences. Break-out sessions and lunch-and-learn groups facilitate a greater understanding of what may have changed as a result of technology, consumers’ expectations or any number of factors.
Getting everyone in one place is a powerful way for leaders to share their knowledge and learn from others who have the know-how to succeed.
