How Events Can Beat Digital Competitors at Their Own Game

You don’t need me to tell you how frustrating it is to have a potential exhibitor tell you they’re putting more of their marketing budget into digital channels and less into events – therefore, “Check with me next year.”
Nevertheless, we all know even a mediocre event can give marketers a few things they will never be able to get from the Googles, LinkedIns, Facebooks and Amazons of the world. Where we have failed is in communicating that value proposition.
Certainly, the ground has shifted over the last 15 or so years. In his July 15 Wall Street Journal article, Jonathan Taplin traces the path some of the mega-tech companies have taken over the past decade and a half and compares it to the paths our best-known creative industries have taken.
Google’s ad revenue has grown from $1.6 billion in 2000 to $79.4 billion last year.
LinkedIn hasn’t been around as long and is not nearly the monster Google is. But it went at lightning speed from generating $155 million in all of 2011 to $975 million in the first quarter of this year (coincidentally, its first full quarter as a Microsoft property).
Conversely, newspaper ad revenue dropped from $65.8 billion in 2000 to $23.6 billion in 2013, the last year figures were available. Sales of recorded music went from approximately $20 billion a year in 2000 to $8 billion last year.
What is the difference between these rising and falling industries?
Google and LinkedIn are technology platforms that collect and sell data. Newspapers and recording companies provide content. If balance sheets send messages, this one is simple: The platform providers, not the content providers, are making the money.
So what can you do to take advantage of this disruption? Make sure your exhibitors know you can provide the buyers they’re looking for in a way that a data-collecting platform can’t. Then secure those buyers by offering them content so compelling buyers-slash-attendees know your event is the only place this year they are going to get everything they need to run their businesses.
Tell everybody this is where they need to be for the latest information on their industry, the products and services they need right now to innovate their businesses, and the connections they must make to be successful.
Don’t be a platform! Be a community builder and content provider…then watch the rest unfold.
Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com or 323-394-0902.

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