I just finished reading an article in Bizbash that addressed the impact that journalists are having on the business as event producers. The connection between events and publications certainly makes sense, as publications have ready access to some of the key elements to a successful event, given their database of potential attendees (through their subscriber lists) and the rich prospective event content that’s available from the material generated by journalists. Admittedly, those are important elements to making a successful event.
But a publication, whether print or online, is a quite different communications vehicle than an in-person conference. People without a strong events background often underestimate the logistics associated with producing an event, inclusive of the sustained work needed to attract attendees and the many on-site details associated with making the event successful. And you need to remember that the overriding goal is to make an event sustainable – aka profitable – so that it carries on year over year. A successful event is not “an” event (singular), but rather one of a series that happens year after year.
That being said, I find some of the more interesting things being done in the business are being done by people whose background is not in the traditional event/conference business. They are not hampered by the attitude that “the only way to do it is the way we’ve always done it.” Since these are not the people who typically manage industry events, I encourage you to look further afield if you’re looking for new ideas. Attendees want value – rather than adherence to traditional approaches – and the event business can benefit from the invigoration that the new players bring.
Events offer a lot of value, but they are not the only potential source for that value. If you’re smart, you’ll recognize that there are a number of options available to your audience for the things that event do well: brand development, lead generation and prospect nurturing, and information exchange, etc… The reality is that the biggest competitor for your events isn’t likely not to be another event. Recognize that any organization that can engage decision makers can emerge in a moment and eat your lunch.
So don’t disregard the ‘new’ guys. Pay heed, as they may well be your biggest threat.