As we finalise the agenda and get ready to share more details about this year’s Simpleview EMEA Summit I have been reflecting on my time as a destination marketer, and how industry conferences like this provide opportunities to develop not only your own knowledge and network, but that of wider marketing teams.
I’ve worked in various forms of destination marketing for 15 years now, from both public and private sector perspectives. My roles have included working for Business Improvement Districts, Chambers of Commerce and for both Council and DMO. Throughout my career to date, my proactive approach taken to learning and understanding industry developments, and the willingness to get out and build a network has supported me in growing my understanding, identifying new ways of working and in turn has encouraged me to develop my teams along the way.
If Simpleview EMEA Summit existed when I led a team of destination marketers, I’d have jumped for joy. It provides an invaluable space to meet and network with other marketers dealing with the same issues, the same headaches and the same appetite to support their destination to grow and succeed.
These kinds of opportunities to develop a network and get out to meet peers don’t generally exist in the destination marketing space unless you’re a CEO or senior leader, so to have these types of opportunities as a Marketing Manager, a Digital Marketing Officer or a Social Media content producer really is important. Sharing insights and best practice with each other is a fantastic way to grow, and to support innovation and creative thinking.
Five reasons industry conferences are valuable for successful teams
Here are five reasons why I think industry conferences (and particularly Simpleview EMEA Summit - in my completely biassed opinion) are valuable for growing and supporting successful destination marketing teams.
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Developing a Peer network - This cannot be overlooked. Networking is not just for senior leadership, it’s equally important for the ‘do-ers’ to have a network that they can turn to for support and advice. Having opportunities for teams to network and build relationships with peers doing similar roles in other places is invaluable for development and growth.
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Sharing best practice - Hearing first hand from other teams who have delivered successful campaigns, or utilised systems and processes that have produced effective results is not only motivating, but also provides inspiration for putting ideas into action as a direct result from attending events like conferences and keynote speeches.
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Identifying industry trends - With so many seasonal trends developing, changing user behaviour, and multiple priorities it can be difficult to stay on top of industry trends as part of the day to day. Attending conferences or events gives a dedicated opportunity to take stock of what’s coming up, hear about the big topics that are shaping the industry and gain valuable understanding into how they can be capitalised on within your own organisation and activities.
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Understanding the tools available - Hands up who has a system that is used day to day but your use only really scratches the surface of the capability? Gaining understanding of not only what tools are available but how best to utilise them to improve efficiency and effectiveness is invaluable. When you’re investing in platforms to support your marketing you want to be confident that they’re delivering ROI. Taking time to fully understand these tools and platforms is crucial for this.
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Fostering innovation - Last but by no means least - nothing sparks inspiration more like being away from your desk and hearing from inspirational speakers, sharing new ideas. Being in a room full of peers who work in a similar field is motivating and empowering, resulting in creative thinking and a renewed opportunity for innovation which will benefit your team long into the future.
So next time you’re thinking about whether a conference is worth the investment, think about the cost of what you’re missing out on too. There’s a lot to benefit from when you have an inspired and motivated team.