Is attending conferences worth it?

I live by the quote of Abigail Adams who said, “Learning is not attained by chance; it must be sought for with ardor and attended to with diligence.”

Being an educator compels me to be a constant learner. As such, I love attending business conferences that cover the latest trends, and feature the best minds who share both successful and failed experiences. My wife Chiqui and I still pursue these learning opportunities to this day, even flying abroad to “sharpen the saw!”

Imagine having access to dozens of rock star speakers from different industries and backgrounds sharing experiences and valuable insights. They are not always available to the public. This is the kind of conference I personally invest in for my own learning and enhancing the template of our Mansmith conferences.

There are four reasons why attending a marketing conference with great topics and rock star speakers are good investments.

1. Be seen!

It is important to be reminded of the networking aphorism: “out of sight, out of mind.” After nearly three years of lockdowns, now is a good time to reconnect and remind people you are still around and to discuss new business possibilities. Networking is even more efficient at bigger events. Be present! In one recent conference, I reconnected with a friend who is working at a multinational company. Not long after, a seven-digit contract fell on my lap.

2. Be inspired!

Jot down your takeaways and be inspired. Just one big idea is already worth the time and money spent attending. Sometimes, it is not what was said but what was triggered by the sharing that allows you to look into something you never considered before. The establishment of Waters Philippines as the first home water system using the network marketing compensation system in the Philippines was a direct result of my attending a conference in Bangkok. Waters later became the market leader.

The inspiration was not just from what was shared but from what I saw and felt.

3. Be connected!

Networking opportunities in the last three years were fairly limited. Now is the time to meet new friends. Print your calling cards again.

I particularly like networking with lifelong learners like me, especially when they come from different industries. After all, the best way to learn is not just by benchmarking within your industry. You can apply the current ways of other industries as possible new practices that can be pioneering in your industry. For instance, our company, Mansmith and Fielders Inc. is an advocacy-based marketing consulting firm, and we have adopted many lessons from professional and nongovernmental organizations.

We have four things in common with many of the delegates. We are always curious, restless as well as eager to find new ways and invest in ourselves.

4. Be unstuck!

By listening carefully, or interacting with the speakers, you can get clarity or gain a new perspective on unresolved issues. The result is instant relief, even joy, to see, think and do things differently.

In 2017, I was in Singapore as part of my serenity walk, i.e., travel with no fixed agenda. I went to a nonmarketing talk, which did not serve me any instant benefit other than new knowledge. But it was enough to make me more curious to know the topic deeper. Five years later, while discussing a perennial business challenge with a client, I remembered my key takeaways then, and was able to connect the dots. It’s a liberating feeling; no knowledge is ever wasted or left unused.

So this 2023 and onward, go back to the conference-learning arena. Be seen, be inspired, be connected and be unstuck! —contributed