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Events: Are They Worth The Time?
February 18, 2009 
A core principle of executive engagement is that time, not money, is the scarcest resource for an executive. Before you can show demonstrate your product's return on investment, you have to demonstrate your return on the executive's time.
Consider executive events as an example. For a senior executive, it is not the out-of-pocket cost of the conference that makes the difference, even in this economy. What matters is the time cost.
So what makes an event worth an executive's time?
According to a recent survey by the IT Services Marketing Association (ITSMA), executives are not interested in the traditional boondoggles. Julie Schwartz writes that executives want learning and networking with peers.
Senior client executives want to learn about new ideas and new approaches to tackling different problems they are facing, and they want to be in the room with peers and subject matter experts. The specific topics chosen are important draws.
In addition, "senior executives want the opportunity to influence the strategy and direction of their providers," resulting in high ratings for advisory councils.
Overall, the ITSMA survey reinforced the cardinal rule of executive engagement. "The one thing senior executives don’t want is a sales pitch."
advisory councils, events | in Marketing 
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Reader Comments (1)
Mark:
I actually believe that live events are hugely valuable, but you need to know how to play them correctly.
For the executive, sitting in sessions can be a massive waste of time. Especially if it's in an industry they already know a ton about.
Conversely, if you look at a live event as an opportunity solely to meet people and network, or as I suggest, go a step and actually report from the event from your company voice, then the events value magnifies exponentially.
Think about it. You're taking advantage of like minded people already being assembled in a small space. Key people who would make great interviews are there. Plus anything you write will be associated with the brand of the event. There's an implied endorsement, plus anything you create will rank high in search.
Reporting at live events for businesses is a core part of my business. And if you do it, you can get recognized as an industry thought leader in just days. I've got an article that details all the benefits (PDF also available)
http://www.sparkmediasolutions.com/report.html