I’ve often ruminated that of all the thousands of events that exist, only 5% represent those that I’d consider as ‘must attend.’ These are the events where your absence will be noted, whether you are an attendee, speaker, sponsor or exhibitor. They are the kinds of events that prompt a ‘fear of missing out” (FoMO)– the fear that it will somehow cost you in some way if you aren’t there.
Every year there are a few events that I consistently attend for purposes of networking or to hear the latest event strategies and tactics. Primarily, I attend as a way to show prospective clients that I’m still in business!
Can you name a FoMO event?
Just so we are on the same page, examples of what I would consider FoMO events both past and present include: Macworld, CES, TEDx, DEMO, and Comdex. I’m sure that you could also name a few that fit the criteria for you. As you can tell from my list, being considered a FoMO event does not guarantee long term viability- so having such status once does not confer ‘life time status’ in the FoMO club. But at least in the here and now – or for those that no longer exist, the “there and then” – they carry that kind of importance to many..
For those of you who are managing a FoMO event, you have my congratulations. For the rest of us, the challenge is how to develop a one. They don’t just emerge from nowhere; they must be developed and nurtured to achieve that kind of status. How?
Here are my tips for developing a show that can become a FoMO event:
- Make sure the “right” people are showing up. As Malcolm Gladwell described them in The Tipping Point, they are the influentials, connectors, and mavens. You need to find ways for them to see value in attending your event. Their presence will help to start a ‘movement’ and a buzz.
- Make sure that YOU have, or can develop, direct connections to at least 10 of these influentials, connectors and mavens. It will help not only your event, but also your own personal industry profile, and potentially your career.
- Make sure that you know or can connect with someone who knows the next great thing in your market. And since any vibrant market will have more than one next great thing, make sure you have or can make direct connections with at least 10 of these people. When you begin to hear common themes about the next thing(s) from multiple sources, you’ll be better positioned to anticipate and incorporate them within your event.
- Ensure that you have or can make connections with the key decision makers of the top 10 companies that would be the primary funders for your event in terms of spending money as sponsors. For guidance on how to start that, check out my previous post with Dave Lutz.
- Have 10 really dynamic and interactive things on the schedule that allow the movers and shakers, as well as their followers, to get together for networking opportunities (e.g. receptions, community projects, open round table sessions, morning runs, etc.)
- Market the event as a ‘must attend’, but be sure to be able to back it up with your agenda and your creativity in building and executing the event. Being persuasive with your advocacy will be key. Equally important, have those contacts you have developed and nurtured (the influentials, etc.) help you get the word out.
It’s hard work, of course. And I’d estimate that 95% of events don’t have all six of these items. But I think it’s the right set of tasks to do the job.
If you’re responsible for a particular event – how does it measure up? Why not add one or two of the elements to your show? You’ll be glad you did.