Transforming In-person Events
Popular in-person events all over North America are announcing that they are closing for good or heading back to Zoom. Even with our fantastic community, we haven't been immune to this trend. We announced that our recent Owner Summit would be our last and recently shared that the Digital PM Summit would take place online. It stinks in one way, but it also feels like a huge opportunity to rethink why we gather. And in addition to that, how we make connecting in real life more accessible regardless of how our companies are doing. When we're down is when we really need to see that friendly face and hear those nuggets of wisdom. So let's dive into why being with one another is so important and how we can make that happen.
Being Together Matters Now More than Ever.
There's a beauty to the ease and accessibility of online events. And they have their place in this new wacky world. But coming home from the first Bureau Local Meetup in Minneapolis has lit a fire under my butt. 30+ people came together to share how things are going and visit one of the iconic shops in their community, Clockwork. The laughs, energy, and yes (sorry introverts) hugs were everything we've been missing. Most people had to drive less than 30 minutes and thanks to Parallax picking up the tab on some delicious empanadas and pizza, it was free to attend.
Why In-person Events Matter?
What it boils down to is that there are some things that just need to be done face-to-face, to have the greatest value. Think about the most memorable events you’ve ever attended, where you learned something that changed how you work, made new friends -- and probably where you had the most fun. Were ANY of those times when you were sitting in front of a computer screen?
Here are a few reasons getting back to the personal touch is crucial.
Learning: Many people learn best in person, where all the senses can contribute to a total educational experience. Seeing body language in person as people present in meetings, walking around a physical space together, and being able to focus on the moment all help cement your experience.
Connecting: There is absolutely no substitute for meeting people in person. It’s impossible to connect with someone virtually the same way you can standing in front of them. It helps make and strengthen business relationships as well as friendships that can last for decades. Many of the people I talk with today I met at an event over 10 years ago.
Focus: When you're in the same physical space you're just more engaged. Look at the photo above this article. Nobody is looking at their phone or checking email on another screen. They are listening to another human share a valuable experience.
Community: Regardless of the programming, which may be the same as a virtual event, there’s a sense of connectedness with a group that people don't get online. Sharing a positive (or negative) experience at an event creates a sense of belonging. And that's why the Bureau is here, to help us realize we aren't alone on this rewarding but difficult journey.
Pop-up Events: A New Idea
Along with the Bureau Local Meetups (22 cities and counting!), we're looking to create more valuable events by not planning way in advance. That is the chicken and egg challenge of a big in-person event. You've got to find the venue a year in advance, try and have speakers lined up six months out and give everyone who wants to attend as much advance notice as possible so they can plan and get approval to attend. For an event like the Digital PM Summit, this could mean committing to $100k in expenses before a single ticket gets bought. And that's scary for any company. Especially when the world is changing so fast.
It also means you have to stick with high-level content that is more universally relevant. And in many cases less valuable.
So what if instead we plan for more focused, smaller events? Like the AI and Your Agency event we recently announced. We can plan it on the fly, leverage member agencies with event spaces to avoid the long lead time and venue contracts, and keep the costs more reasonable. And while we might bring in some really knowledgeable folks on the pop-up topic, we can also tap into the collective brain power of the community to share what's working and what's not. That's the origin of the Bureau right there!
If you'd like to know more about the AI and Your Agency event, we've got an interest list right here for you. We'll share more on the evolution of Bureau in-person events soon.