"Why get involved with conferences?" Part One

The last few posts have been about getting involved with trade associations (here are parts one and two).

It's conference season again, so let's talk about conferences. 

"Why get involved with trade conferences?"

Sure, you'll meet new prospective customers and spend time with current customers.

But there's something magical about being in person.

Being in person gives you the opportunity to do something you can't do over Zoom, webinars or email:

Host an in-person shared experience with your current and future customers.

Why?

You'll deepen your relationship because shared experiences create memories.

"If you didn't create a memory, it wasn't an economically distinctive experience."

- B. Joseph Pine II, co-author of The Experience Economy

And by the way, a memorable "shared experience" isn't inviting them to your booth.

It's something else.

In tomorrow's post, I'll share how you can host an event that creates memories.

Frequently Asked Questions

Why does being in person at a trade conference offer something virtual formats can't?

Because in-person presence allows for shared experiences, something Zoom calls, webinars, and email simply can't replicate, and those shared experiences are what actually deepen relationships over time.

What does B. Joseph Pine II mean by "if you didn't create a memory, it wasn't an economically distinctive experience"?

That a genuinely valuable experience has to leave a lasting impression to actually count as distinctive. Without a real memory created, the interaction doesn't rise to the level of a meaningful, differentiated experience.

Why does creating a shared memory matter more than simply spending time with prospects and customers?

Because a memory is what actually deepens a relationship over time, simply being present together isn't enough on its own, it's the memorable, shared moment that strengthens the connection.

Why isn't inviting someone to a booth considered a genuine "shared experience"?

Because a booth interaction tends to be more transactional and forgettable, lacking the distinctiveness needed to actually create a lasting memory the way a more deliberate, shared experience would.

What comes next after establishing why shared experiences matter at conferences?

A follow-up piece specifically covering how to host an event that creates these kinds of memories, building directly on this foundational idea about why in-person presence matters in the first place.