Imagine 1100+ professional speakers descending on the Rosen Shingle Creek Hotel in Orlando for their annual conference called Influence. Some of us have been attending for 20+ years; think of it more like a family reunion — we don’t go for the content, we go for the connections.
There are so many members that are helpful, kind, generous, and selfless. My dearest friendships have formed here. But, alongside them are also people with big egos, and a lot of brag-a-saurus-types — that’s unfortunate, but I bet your industury has that too. (I heard more than one person utter “I am a big deal.” and “I think you should do this.” — ugh, can you hear my eyes rolling?)
Admittedly, I love the convenience of seeing people I love in one place, but it is exhausting with laughter late into the night, a lot of champagne, and all the hugs you could ever want in one weekend! As an extreme extrovert, you might be surprised to learn my fave conversations are the 1:1s.
Breakfast with one of the smartest women I know; she consults for the events industry and works with the world-renowned firm Velvet Chainsaw. They help organizers transform and grow their major conferences. Sarah has guided my career and influenced many of my strategic decisions in my business. Time with her is pure gold.
A surprise conversation with Grant, owner of The Speaker Lab, which assists people in getting booked and paid to speak; we have been friends for 15+ years, and I have watched him influence careers for speakers that have a massive impact in the world. He’s so smart and so authentic.
In a working session with my director, Mike Ganino, working together to elevate my new luxury mindset keynote (I can’t wait to share that with you!) — he had so many insights for me. He works with thought leaders who have commercialized their intellectual property and want to elevate the experiences for their audiences in more powerful and deeper ways. He’s exceptional at his craft.
As you can imagine, my experience at Influence — the good AND the bad — made me reflect on my involvement in NSA so far, and reassess what it looks like going forward. But it also made me reflect on the word ‘influence’ and how we can all be more influential in our industry and our organizations (and how that is supported by our research into the Luxury Mindset!).
Most brand owners, industry associations, and organizations want to know one thing: how can we get the right client’s (or member’s) attention for our service or product?
But, when trying to figure that out, they often focus on how their audience FEELS about their organization or association — rather than how they THINK about their association or organization.
We all know from our luxury mindset research it is far more about experiences than things. We can all agree, thoughts create feelings.
So when it comes to how your audiences or members think about your association or organization, not everyone thinks about it the same way. Understanding what influences them and how best to market to each of them is key for any brand’s ability to attract and retain the right client or members’ attention.