Should You Spend More for Your Whole Team to Attend Events?

It’s a question that’s long been debated: Does size matter?

You know what we’re talking about, of course! The amount of presence that your company has at industry events.

An out-of-town conference can cost your company a pretty penny in travel, hotel, and food. That’s not even counting the cost of attending the event itself. And then there are awards banquets and galas, where a smooth talker will certainly try to sell you a table if you’re even nominated or sending more than a few folks. That’s potentially thousands of dollars!

But in some cases, it’s worth sending in an entire team and making a big show of representing your company at these events. You might want to cover the room and talk to as many people as possible. You might want to have a booth to yourself and cover it in your logo, for additional exposure.

You might want to get noticed.

It’s really a matter of figuring out when it’s worth spending the big bucks and sending in your troops, and when it’s better to be conservative and only send the must-attend members of your crew.

But how can you determine which opportunity is which? When do the benefits outweigh the costs?

Here are a few ways to think about the value of having a big presence at industry events:

  • Is This a Networking Opportunity? Networking events give all of your attending team members the chance to meet potential clients, partners, and industry leaders face-to-face. These connections can lead to new business opportunities and valuable partnerships. The more people who attend, the more memorable your company might be. Attendees can spread out and be tasked with forming relationships in certain areas or with specific individuals, making this opportunity a more focused one. Otherwise, “go and meet people” can be a vague and overwhelming objective to put onto a single person or just a few people.
  • Does It Offer Brand Visibility? As stated above, a strong presence helps increase brand awareness and positions your company as a major player in the industry. This is especially helped if you’re at an event where your logo is present, where you’re wearing nametags, where you buy out an entire table, or where it’s otherwise quite noticeable that you came in bulk.
  • Is This a Learning Opportunity? Conferences and trade shows are hotbeds for the latest industry trends and innovations. Those who are included may be inspired by new ideas and strategies for your business. Your team can experience it and talk about it together. Plus, they can talk with other attendees, test new ideas, and get immediate feedback to leverage for product development and other business advancements.

While the investment can be significant, the potential returns in terms of networking, visibility, and direct customer engagement make it worthwhile for many businesses. Tracking ROI on a few regularly occurring events, and talking to others in your industry about their own experiences, can help you make the most informed decisions and get the most from all of your in-person events year over year.

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