The Value of In-Person Events


As a lifelong learner, and entrepreneur who's consistently working toward developing an extraordinary brand experience, I find myself constantly consuming podcasts, digital media, books and articles on a variety of marketing topics. Many, if not all, of the marketing experts I listen to share the same standpoint: connecting with your audience online through social media, visual content, and digital storytelling is the bedrock of building a sustainable, consistent brand. What I haven’t heard many of these experts talk about until recently, is the value of in-person events and experiences.   

I, for one, believe the marketing pendulum is swinging back in the direction of in-person, face-to-face, personalized interactions.

Why? Because the advancement of technology has created the incredible opportunity for anyone with a dream, a laptop, and a bit of tenacity to build a business from anywhere in the world. This opportunity has saturated our feeds with courses and content and information so robust that our brains go into information overload everytime we pop on Facebook, YouTube, Twitter (insert social-media-content-sharing-platform-of-your-choice here — you get the idea).

Don’t get me wrong, I wholeheartedly believe in the value of those online connections — in fact, they often are a catalyst for in-person interactions, but in my experience, there is no better way to create and/or deepen your client connections than by being in the same room with that person.

You see, events are like incubators for connection.

And when that event is in person rather than through a computer screen, the relationships that are formed are stronger and last longer and are more powerful than ever.

There is something profound that happens when people come together as a community; when they get to be who they say they are; when they can show up fully and authentically and with an open heart ...

People remember you. They warm to you. And they want to keep you in their life — by whatever means necessary, which translates to more highly qualified client conversions, word-of-mouth referrals, and a dedicated following of true fans. Or, in other words, the opportunity to create the kind of meaning and impact you desire.

Now, that’s something to celebrate, don’t you think?