don’t ditch live events. we need human connection.
by seth fineberg
at large
“we didn’t realize how hard accountants party, and we had a difficult time keeping up. we’re also still recovering from the ‘socializing’ and contemplating having a recovery section at our next booth.”
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certainly, event creators need to consider content first and foremost as a draw. you need a “why” and a practical purpose.
this was just one of the many quotes from vendors who attended the recent quickbooks connect event in las vegas for the first time. it was not surprising to me. i’ve attended qbc and other accounting events for over 20 years. but with live accounting events only just returning, socializing with accountants took more of a spotlight.
moreover, it highlighted the simple fact that despite the myriad methods of obtaining cpe (which, of course, live events do offer), the real pull is the connection and how apparent it is needed now more than ever. having personal experience with putting on a live event in 2022, i witnessed the effect being in person can have.
but live events will survive on the simple fact that accountants need each other. that’s the “why.”
put on all the webinars and podcasts for cpe that you want throughout the year. pack agendas with known thought leaders and topics of true interest to an accountant – ones that may even cause them to rethink their practice or teach something they did not know about an application or process. at the end of the day, the why in a live event will always be about who you are targeting to attend and the prospect of those individuals connecting with one another.
yes, a good mix of rising stars and known and respected names in the profession (and even a bit outside of it) will attract who you want. the promise of conversations from outside breakout rooms and main stages will still keep accountants attending an in-person event.
covid-19’s impact on all businesses and live events was no small thing. and accounting professionals, who have already witnessed much of the same kinds of things at the live events they were going to before, are going to be wary about attending anything new.
the natural pull, the need to be around fellow professionals, will always win out. why? human nature aside, a personal connection brings accountants together year in and out.
over 20 years of overseeing the profession and attending live and digital/virtual events, i’ve discovered that accountants tend to respond better to being spoken with rather than at or to. they will come if they see people who have familiar issues and stories to share or even want to learn similar things. and yes, they do love a good party.
in short, keep the live events coming. however, be mindful, be inclusive, and create opportunities to connect.