Why do people go to conferences even though online learning and books are a better deal? You might say for the networking. Because of relationships. For the experience. For fun. These are all reasons to go to a conference rather than buy a book or take an online class.
But sometimes members do not feel like they can network. And sometimes they do not want to network. And sometimes they do not expect to network. Maybe they are even a little afraid to engage in networking. It is not the networking they want; they are there for the learning.
So why not buy a book for $15? Or why not take comparable online courses for a fraction of the price?
Because of permission.
When you invest in a conference, you give yourself permission to take the time to be there. Once you buy a book or an online conference, it is always with you. There is no sense of urgency. Usually, there is no date it needs to be done by. So many books go unread, and many online learning courses go unused.
Most of us have this problem. I have purchased books and let them sit on the shelf. I have registered for online courses to get a few modules through and not continue.
When we register for a conference, we are committed. We have to go; the travel is booked. Once we are there, we feel compelled to do as much as we can. Conferences and in-person events are worth it because we engage. You can’t put a conference on a shelf. You can’t put a conference off.
Help members give themselves permission to attend and give them the opportunity to treat themselves to a few days out of the office, a few days of learning, and a few days of experiences.