There used to be a distinct divide between the special event, wedding, trade show, conference and meeting industries. Each with their own affiliations and events, specialized publications, distinct vendors and industry figureheads. Sure, there may have been some overlap, but for the most part they were distinct silos on the vast land of the events industry.
The shift
Twitter, Facebook and Blogging have created a shift in our industry.
In a world without social media, I likely would have never heard of Jeff Hurt. I would have happily orbited in my own special events universe; attending ISES, The Special Event Show, Event Solutions and a few other industry events celebrating our own superstars. I would have languished in reading my niche publications and called my close group of industry friends.
But Jeff wasn’t in my Special Events universe. You see, Jeff is a conference & meeting education consultant. But because of his irreverent and smart blog and his constant stream of shared links on Twitter he captured my attention. Jeff didn’t just impact me, he also caught the attention of Event Solutions, a special event publication, at a time they were planning their conference education. Speaking at Event Solutions’ conference awakened a new segment of the industry to Jeff’s knowledge…and so began the smashing of our two worlds.
Not unlike my story about Jeff, I was asked to be a part of Events Asia 2010. Half way around the world, in a country I’ve never been to, a conference organizer was asking her contacts for recommendations on speakers. Two people I have never met suggested that she connect with me. Why? Simply because they had read my blog. I was asked to speak to the event’s delegates and my face-to-face reach, which had until that point been limited to the Western Hemisphere, had now shifted to the East…and so began the collision of our two worlds.
This collision is happening across all segments, all over the world, at breakneck speed. I’m seeing prominent wedding professionals being consulted for conference ideas, conference planners providing technology ideas to special event professionals, meeting planners being interviewed for wedding publications. Social media is challenging our definition of event segmentation.
The events industry is changing and our silos are breaking down. What does this mean to your business?
It likely means:
- you have more competition than ever before
- you have more opportunity than ever before
- good ideas, unique perspectives and having an active voice is more important than ever
- social media should not be ignored
- our business models need to change (that goes for individual businesses, affiliations, industry events, etc)
Lara
How true your post is. I still find it amazing that some people are ignoring social media. It’s a great place to be involved in.
Thanks for your insight.
[on READY2SPARK] The big shift in the events industry – http://www.ready2spark.com/2010/08/the-b… #eventprofs
RT @ready2spark: [on READY2SPARK] The big shift in the events industry – http://www.ready2spark.com/2010/08/the-b… #eventprofs
Have you noticed a SHIFT in the events industry?… http://www.ready2spark.com/2010/08/the-b…
RT @ready2spark: Have you noticed a SHIFT in the events industry?… http://www.ready2spark.com/2010/08/the-b…
Wow! I am truly amazed. Excellent post Lara. We all need to keep a close watch on these developments if we don’t want to be passed by. This is a time of GREAT opportunity, but only those who recognize it will be able to take advantage of it.
Lara, I completely agree. No more accurate statement than that of industry “silos breaking down.” I think that while yes, competition is greater than ever, many people are embracing the idea co-opetition. Some people don’t like hearing this in our economic climate, but I believe there is enough work to go around in our industry. Allying with what we normally see as competition is a valuable resource and commodity to develop new business and relationships and provide existing clients with an unending stream of options and opportunities past our own.
Without a doubt, the biggest contributor to this movement has been the effects of the Social Media world, which, to your point, is what has drawn us all together and enabled us to develop a community “pool” from which we can congregate, share ideas, learn and yes, do business with each other.
@Eric – Well put & great comments. I very much agree with the co-opetition – I think the challenge is that those stuck in status quo will miss this concept.
@Jenise and @Paul – thank you very much. And, thanks to social media I have 3 great event friends 🙂
I’m a big fin of social media. I think it’s a great way to get traffic to a website and to get feed back
Oh Yes this IS going on. The silos are breaking down in the events industry! There is a cross pollination happening. Exciting times ahead and time to take a close look at how we do business!
This is certainly going on today in business as sales dry up in our markets of choice. Our company has always specialized in weddings and we are seeing our competitors suddenly and aggressively working to pick up market share any way they can. There is always a temptation to go after additional sales. At our company it has always been a strong point for us that we can get business away from the larger companies because we specialize. I am not prepared to give up that edge for short term gain