As I mentioned before, I was at the SISO Executive Conference last week.
What did I learn?
That times are tough for most people with some events off 40% of their paid conference attendees from 2008. Funny that, as my business has never been better. What I think we are seeing is the transformation of the industry to one that is more agile, flexible and user focused.
Gone are the days when you could put up the tent and push a button and send out hundreds of thousands of emails into the unknown, hoping a gimmick will convince faceless thousands to hit the link entitled ‘register here’. Gone are the days when top executives don’t pick up the phone to speak with key buyers to make sure they’re providing ROI. Gone are the days when events are just project management charts and budgets and internal meetings.
The customer(information consumer) now decides whether they will pay ANY attention to you. The show was good last year, but what’s in it for me now? Maybe I’ll just view a webinar on the subject, I can’t be seen in Las Vegas/Orlando/Kansas City/San Francisco for a week enjoying myself, my own job’s at risk…..
I think that the events business when it comes back(some say in 2011), it will be half the size in terms of employees as it was in 2007. The revenue for events may be the sames(or greater) for the winners…but is there room for a number 3 or 4 show in a market segment anymore which isn’t regional?
Sounds tough? If you are reading this then you’re asking me, Warwick what do I have to do to survive in this business?
Here’s my prescription:
1) Get profit and ROI focused. No matter what position you have, make sure the bottom line is in your sights always;
2) Remove yourself from the office politics as best as you can;
3) Get to know your customers and their customers;
4) Try to make an impact on your job every day and at least every week;
5) Learn from problems and mistakes, and don’t make the same mistake twice;
6) Find extra work to do, volunteer, and take on someone else’s load if at all possible;
7) Learn about social media and how it can help your business;
8) Pay attention to the trends in the marketplace;
9) Network and learn from other companies’ events;
10) Plan for the long term;
11) Read my blog and give me comments, I am about to post some real valuable stuff.
You know where to find me…..