It’s easy to pass the buck when we’re unhappy with a situation. It doesn’t require effort, commitment or risk. But once the temporary enjoyment of our own complacency wanes, we realise that nothing has changed. Attending the past ICSC Marketing and Management Conference this past autumn drove this point home.
As I listened to keynote speakers and participated in roundtable discussions with dynamic retail professionals, it seemed to me that there were several opportunities for gathering valuable information, making new contacts and moving the marketing profession forward. Yet I often heard attendees complain about discussions barely scratching the surface of an important topic, or about an interesting presentation being too short, leaving them hungry for more. These are all valid observations, except for the fact that these same attendees simply gathered their things and then walked out the door, without going up to the speakers for a chance to continue the debate or even simply exchanging business cards so they could stay in contact. It was an opportunity lost.
Certainly, conference-goers should have high expectations from one of the most important industry gatherings in the calendar year. But it’s also important to remember that an industry organisation is only as good as its members make it. Members need to be actively engaged in the shaping and development of their professional organisation.
Getting involved can sometimes be as simple as filling out a conference evaluation form or contacting the chair of the conference programme committee when the event is in the planning stages.
This year, I’ll be getting involved and acting as a first-time judge for the ICSC Solal Marketing Awards. The experience will likely be a challenging one, but an enriching one as well, broadening my perspective on the kind of marketing that is being done in centres across the continent.
Whatever time you can contribute to your industry, it is worth something. It keeps you actively engaged and, ultimately, allows you to ensure that your professional organisation is meeting your needs.