The Last Conference You’ve Attended, Could Have Been an Email.
When I think of significant events that involve large groups of people, I automatically think of music concerts. Imagine the awe, the excitement, the collective energy you would feel attending the original Live Aid. Imagine seeing the famous Freddie Mercury perform with Queen as the crowd stomps and claps to "We Will Rock You." Imagine the grand light shows of Rammstein and Kiss. The craziness and energy of Wu Tang or Metallica. The packed arenas for Taylor Swift or Beyoncé.
That is the stuff of legends!
To me, attending any event with a large crowd and a substantial ticket price has to be magnificent. That is my expectation. I anticipate being fully stimulated, engaging most of my senses. The excitement, the ritual of arriving, and seeing numerous excited and passionate people. Witnessing your tribe. Marveling at how many people share your passion, work, background, or interests. Being surrounded by all of it is a once-in-a-lifetime opportunity, when done correctly.
Unfortunately, events and conferences these days are nothing more than dull celebrations of mediocre achievements strung together with limited catering and a fake façade. But most importantly, there is absolutely nothing new or exciting. Essentially, this information could have been sent via email, saving tons of time and money.
But the biggest issue I have with conferences is the content. You see, if you provide the same information that I can easily find online with a simple tap of my finger, why should I pay for a ticket? Why should I take time off work to attend? Sure, there are networking opportunities and a break from your daily routine, but this is not just a networking event. Making new friends and connections should be a natural byproduct of attending these events, which are supposed to inspire and educate us.
It is nothing but stale. The last few corporate conferences I have attended literally felt like wakes or funerals. People were visibly exhausted, and it looked more like a prison yard walk than an exciting opportunity. Most attendees were sent there by their companies to network or speak at these events, but there was zero excitement.
I want us to first acknowledge that this is a problem and then collectively work to fix it. In 2023, there is a significant spotlight on how brands are born, behave, and engage their community and customers. More and more consumers demand to be delighted, wowed, and captivated. Many brands are putting customer experience at the forefront of their growth and impact.
Conferences, by default, are an extension of these brands. Every participant, speaker, and investor must make a collective effort to produce events that tantalize the senses of the attendees. Make it feel like Live Aid. Embrace the spirit of Freddie Mercury - true showmanship.
Make it so exciting that when people leave the event, they have nothing to say but this: "Man! You HAD to be there!"
Anything less than that kind of response is a failure and should have been an email.
