Does it seem to you like every publication you can think of now has its own event that competes with an organizer who once had the only conference in their space?
From the icons of the mainstream media like the New York Times and the Wall Street Journal to the smallest niche digital trade publication, they seem determined to steal the sponsors away from the nearest association annual tradeshow.
Why would they do that? After all, you’re not getting into their business.
The best answer to that may be, why aren’t you?
Publishers are getting into events because they figured out what you’ve known for a while: That’s where the money is.
Why aren’t association shows doing a better job of competing with sharp-elbowed publishers who are branching out into events? This is not the only arena in which trade associations have been slow to adjust to a disrupted marketplace.
Consumers – who, by the way, are also B-to-B customers and partners – have quickly gotten used to the online marketplace that’s available to them 24/7. They know that there is not only a place that’s always open for them to buy products, it’s also open for them to obtain information all day and night.
I’m certainly not suggesting that event organizers go into the magazine business. (Publishers don’t even want to do that anymore.)
I am suggesting, however, that you think about going into the community-building business, which is exactly the business publishers have been in for a while.
Publishers have done this, first, by providing a news report to their community members. Why can’t you stay in contact with your community on a regular basis as a news source?
They do it by acknowledging the members of its community who do outstanding things. Why can’t you do that? Why do you wait until the annual awards banquet to recognize achievement in the industry you serve? Especially given all the digital tools you now have available to you?
Why can’t you use those same digital tools to become the 24/7 arena where your community members meet?
Why can’t you be more like a publisher?No Fields Found.