Making Internet Week Work for You

As New York’s fourth annual Internet Week comes to a close, we can’t help but ask the question (because many of our clients do): Does creating an event specific to Internet Week offer a return on investment? We don’t like to sit on the fence but, in this case, it really does depend on what you want to achieve.

For those who don’t know, Internet Week is a festival that allows any company, group, or individual to participate. It is crowd-sourced, so you can plan your event the way you’d like to see it — big, small, ticketed or free; morning or evening; focused on specific hot topics selected by Internet Week organizers and voted on by the community.

But with approximately 300 events being promoted during the week, it can be difficult to drive attendance and/or garner media coverage – which means you have to work very hard (some might say, pay more) to rise above the fray.

If you’re looking for media coverage from your event, you should be ready to invest in bringing big names, big brands and super big ideas to the table. Digitas’ fourth annual NewFront was mentioned in USA Today, thanks in particular to Demi Moore’s participation. Other well-known participants included Tyra Banks, John Battelle, GE’s Beth Comstock and YouTube’s Shay Carl and was held at Skylight.

Other, less celebtastic events that found their way into the media include:

  • Kaboodle’s “Fab at Five” fifth anniversary party (Adweek) that included a fashion show with models
  • Federated Media Publishing’s Conversational Marketing Summit where Marketing Evolution and Telmar released an ROI tool for early clients (Advertising Age)
  • RealTimeNY 11 Conference which ClickZ referenced in an article on acquiring new roles

These, for the most part, revolve around well-known brands, unique party experiences and extremely well-organized events with news to share. However, if you don’t have the news or necessarily want to invest the time and effort into a big production, Internet Week has more to offer. There are a slew of conferences produced by established organizations like OMMA, Digital Hollywood, and Elevate that allow executives to vie for panel participation, moderator gigs and the chance to attend all-day events where you can hobnob with reporters, brands and fellow industry execs. Here you are sure to sure to have at least one thing in common – a desire to learn more about what’s going on in digital.

So before you decide to invest money and time in an event that may be difficult to truly show value at the end of the day, consider your goals and objectives. Do you want to host clients? Attract new business or talent? Get the media involved? Or set yourself up as an expert in the space? Answer these questions and then layout a budget, goals and work with someone who can help you knowledgeably weigh the pros, cons and manage expectations. You’ll be on your way to making Internet Week pay off with the largest returns for you and your company.

Posted on June 14, 2011, in Business, Conferences, DiGennaro Communications, OMMA, The Hit Board and tagged , , , , , , . Bookmark the permalink. 1 Comment.

  1. Check out this infographic from Synthesio to get a glimpse of the digital activity around Internet Week:

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