And how can events really stand out? What can they do differently?

Well, I think they need to get a better idea of who their audience is.

It's not just a target potential audience.

universe of potential targets.

It really is drilling down, really understanding your customers.

Now, if you come from an event company that's in that business already, you have kind of a head start on that versus a company that's just serving a specific market in a certain area.

But the question you want when you're planning an event, and this is believe in the article I said why should this particular person interrupt everything else competing for their time and money to attend right what's that mean so it's not other events it's like I'd like to spend the weekend with my nephew I'd like to go on vacation I'd like to be able to you know work 12 hours to get the backlog of work and not go to an event where I have no idea whether it will be valuable or not I don't know if I'll be you know if you're a decision maker I don't know if I go to the event and they're going to give my name to everyone in the world and I'm going to get pestered the next six months, you know, and I won't get anything else out of it.

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