While some may say there is a million and one reason to attend conferences, when it comes to conferences on marketing I like every attended trade show to bring measurable results. Then it has a truly positive ROI in my eyes (hence, a good reason to be there). Just as 74% of CEOs I believe that a hype is always a wrong thing to spend time on. As marketers we always want to focus on measurable performance — always and everywhere (conferences included).
Besides inspiration that I always draw from a good conference, there are three very specific areas that I am generally looking for: (a) learning something, (b) making new connections and cementing old ones, and (c) getting some additional exposure, thereby gaining better visibility among peers and prospective clients.
To see how this aligns with other conference attendee’s goals and objectives, two weeks ago I’ve put together a multiple options poll where I asked fellow-marketers to vote for their reasons in attending conferences. The poll closed just yesterday and here are its results:
I did expected networking to beat education and publicity, but, frankly, I was expecting a much more confident lead. I can see how much will depend on the type of conference, though.
What do you attend marketing conferences for?