Each year most of the world’s largest organizations host annual conferences. Dreamforce, WWDC, F8 and similar gatherings have become cornerstone events that excite brand loyalists, capture headlines and launch new products. It’s no coincidence that Salesforce Apple, and Facebook invest serious time and money to create these large-scale events. Brands use live events because they are an excellent channel through which marketers can achieve their annual goals. Chief marketing officers at leading companies realize that the power of face-to-face marketing can’t be supplanted by digital tricks and tactics. In fact, millennials (the largest cohort in the American workforce) have a history of valuing experiences of things.
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