What this is
Proprietary conference IP that compounds year on year. By its third edition an owned summit gives you a reason to call anyone in the category.
What you get
Where it sits
Launches, summits and stages built to be covered, not just attended.
Frequently asked
Highly variable. The bigger cost is internal time, which brands consistently underestimate.
Fewer than you think. A hundred and fifty right people is a successful first edition.
Yes, even nominally. Free events have poor attendance rates and attract the wrong audience.
An owned summit is expensive in year one, break-even in year two, and a category asset by year three. Most brands abandon it in between.
Programming a conference is the most legitimate reason to approach senior people who would otherwise ignore you.
A day of recorded sessions supplies a content calendar and a sales asset library.
Also in Experiential & Events
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