Prioritizing Growth and Development

Meeting planning and event professionals are some of the busiest people out there.  Whether they are on the ‘buyer’ side of things or the ‘supplier’ side of things or in the middle doing both, they are all busy.  Between travel, and work load it can be very difficult to find time in to do things that aren’t ‘business critical.’  But perhaps we should reconsider what is ‘business critical’.  Keeping relationships strong, building new relationships, learning about opportunities is business critical.

Which is why keeping a growth mindset, and prioritizing our personal growth and professional development is exceptionally important in the meetings industry. It is an ever evolving industry that has super strong ties to relationships that can make or break our careers. So while we may feel ‘too busy’ it’s important to recognize that we are not too busy for things that you truly value and prioritize.

There are many large industry events that when planners are asked if they are attending, say things like, “No, I’m not going, I don’t have time for it or I don’t learn anything, it’s not worth my time.” Pause and reconsider that. Those comments are not prioritizing growth or career opportunities. Just like being a member of an association, what we put into our experience is largely what we will get out of it.  After recently participating at an IMEX event, it occurred to me that it may be beneficial for others to understand why I attend these events and how it keeps me fresh and increases my value to my clients and partners.

Here are my top 5 reasons that planners at ALL stages of their career should try to attend one of these events at least every other year:

• Relationship Building

• Education

• Brand Knowledge

• Destination Knowledge

• New Technology

Relationship Building

The hospitality and events industry is largely based on relationships. Rates, discounts, concessions, and even opportunities are based on whom you know and how good your reputation is. Are you easy to work with or difficult? It’s a large industry in many ways but when it comes to whom you know and your reputation, it is quite small. Take the time to attend a large industry event to reconnect with friends and business partners that you haven’t had time to see or connect with in a while. Schedule your appointments accordingly. Reach out before you go to see if your friend or business colleague is attending. Then take time to spend some time together. Plus make a concerted effort to create new relationships that you will put effort into maintaining and growing, authentically!

Education

This can be a mixed bag. Many junior planners will get a lot out of the formal education sessions offered. I hear many senior planners who are frustrated by education as it doesn’t touch on what they are looking for.  However, I’m going to challenge you on that perception or mindset, there is always SOMETHING you can learn and gain and help you grow from a session.  Even if it’s what not to do. Too often we fall victim to the same thing that our attendees encounter at our own events, not taking the time and energy to look at something with an open mind and instantly thinking it doesn’t apply to us. You can also take time to educate yourself on how it feels to be an attendee and work towards applying those lessons to your own events as well!

Brand Knowledge

Whether you are attending a domestic event or international, I guarantee there are hotel brands that you have not used and are not familiar with. If you are attending an appointment-based program, take the time to select some brands that you are not familiar with and get to know them. It will increase your location options in the future. Plus even if it’s not a brand your current clients or boss may be interested in, there’s nothing to say that in 2 years you won’t be working with new clients or at a new job or have a new boss. Knowledge is never wasted. Don’t forget to work to build relationships as well with those new brand representatives as well!

Destination Knowledge

Just like hotel brands or vendor brands you may only be super familiar with destinations that you are currently using. Seek out the CVBs from cities or locations that you are not as familiar with. By all means hit up your friends (see item 1) but also take time to explore a few new destinations. You never know when you won’t be able to find availability at your usual go-to destination and need to pivot to a lesser known destination or just want to give your attendees a new experience! It is well known that we don’t like to go out of our comfort zones. Change can be hard. So by learning about and exploring new locations you will begin to feel more comfortable recommending those new destinations as well!

New Technology

Even before Covid, there were new meeting technology vendors damn near every week. Whether they were planning software companies or apps there was no shortage. Since Covid there are a ton of different and unique ways of doing meetings – not just webinars or hybrid. But software and engagement that can help you connect and have meaningful dialogue or one-on-one meetings with your clients or participants. You can utilize technology companies from other countries or destinations because now everything is so accessible and remote.

If you want to learn more ways or how I structure my time to get the most out of appointment-based events, drop me your email in my contact form and I’ll be happy to reach out!