So AT-SF took place a few weeks ago, and if you have to ask me what those acronyms mean, this ain’t for you. Besides all of the gurus who talk and claim they know the secret to make you a crap load ofBenjamins and brag about the big house, new wheels etc., there are also many parties/ social gatherings. So what is the point of these so called parties? Is it branding, a tax write off, a way to get some biz going? Or is it something more sinister, adults needing to blow off some steam after staring computers for a great portion of their lives?
I am going to go with the branding aspect as the main reason why there are parties. Image is everything in this biz. If you see network xyz123 sponsoring a major event, than the general thought is they can afford to pay me if I send traffic to them. And let’s face it, those super aff’s who still live in Mom’s basement are easily recruited if network xyz123 happens to have a few lady AM’s wearing some good old fashioned slut gear. Ok so here is where I mention a slight disclaimer for all of you PC activists. Well, besides taking your “PC’ness” and putting somewhere “where da’ sun don’t shine”, there are many gifted talented, knowledgeable and hard working women within the online marketing industry whom I have I worked with and worked for. I am just stating fact.
Anyway back to the almighty question, the point of all of the parties. Well there many different perspectives. From the sponsor’s side, it’s a write-off. Why give the $10k sponsor fee to Uncle Sam to waste on ineffective social redistribution and legislation. Ok sorry for the political dig, whenever, “write off”, is mentioned around me, I generally go on a political tangent…. So back to the original question- So what is the point of these parties? What do the sponsors hope to achieve? Here is my opinion after returning from this paragraph’s tangent, my apologies please; it happens. It’s tax write-off/branding opp/biz dev op. I think that about covers it from the sponsor standpoint.
Now from the attendee’s standpoint, sure there are few people who want to seriously party and get heavily intoxicated, but that is only merely a consequence of their main intention along most other attendees. For those of you who are reading this column you probably spend your days sitting front of computer either at home, or from an office. Most of your human interaction professionally is probably via email, IM, and the occasional phone call, but not too much face to face conversation most other industries. These parties, while a poor way to do biz, are a venue to put a face, a personality, with a voice, an AIM addy, or somebody you know from a few calls. Besides seeing dollar signs these parties or meetups can also provide validation for your hard work as this enables you to consummate those business relationships you have via IM, phone, email etc.
So there you have it from this fruitless rant about parties at shows and the reason for their existence. You are now smarter and consider it a wise investment in time you will never get back.
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