Ever since returning from the last JSConf Budapest, a question has been circling in my mind: how can we effectively sell the idea of community conferences to companies? It's a topic that seems to resonate with many in the tech field, from developers to developer advocates.
Why Community Conferences Matter
Those of us in tech who have been to many events big and small know there's something unmatched about a well curated community conference. They're not just events; they're breeding grounds for innovation, learning, and networking. You leave with deep knowledge, friendship, and opportuities you really can't find at larger events.
Anyone you ask in tech will agree that community led events matter and need support but the reality is they are struggling. Beloved conferences like JSConf Budapest have seen their last event already while others are struggling to keep above water.
So if everyone agrees that these types of events are important and necessary for developers, then what gives?
Sponsors aren't sponsoring. Without larger corporate sponsors it's impossible for smaller events to keep costs reasonable.
Why your company should sponsor community conferences
1. Cost: The cost of the sponsorship itself will be much less than the one boasting 5 - 10,000 attendees and a yacht party. In addition to the base cost, there will be less human cost, asset costs, and swag costs as you bend your budget to figure out how to have a cooler booth than the company next to you.
2. Flexibiltiy: You will be working directly with the community to plan your presence. While many community conferences aren't keen on vendor talks taking the main stage that doens't mean you can't show off your product in other ways. If you don't know how you can fit into the event, it's easy to get in touch with the organizers and a good developer relations team will be able to guide you on the best way to engage meaningfully in this space.
3. Stand out from the crowd: Big conferences mean big burnout for attendees and most of your interactions will be the 10 seconds folks give you to make your pitch while they grab your swag and move on. And while many bigger conferences have space for vendor talks, this is generally becuase they are multi-track and you will be competing with big names in the tech speaker space.
A personal example. My first big conference as a speaker - I was given a difficult slot in a difficult location and had 4 people in the audience. This conference had 1000's of attendees.
4. More impactful conversations: Quantity != Quality. While the overall number of attendees may be lower. At a community conference you have the opportunity to really get to know attendees personally and professionally. Instead of pitching your product with the usual script or demo, you are able to have deep technical conversations with devs about what they are thinking about, building, and getting excited about. People are there to learn and be inspired and the conversations during community event downtime are always top tier.
5. Brand bonus points: Your product isnt that special (oh, you have AI now too?). I mean, maybe it is - but tech is flooded with cool tools you are absolutely in competition with. Stand out by supporting communities developers love in a meaningful way. Devs talk to each other and while we want tools that solve our problems, we also love to support companies doing good in the community. If you can be both and awesome tool and a great community member, your brand wins.
Don't get me wrong
A note about all this - still do the big conferences but be more selective about this budget. I would argue by diversifying your approach to include MORE community driven events like smaller single track conferences, meetups, and whatever cool events devs are dreaming up that you will see a better ROI than blowing all your budget on the flashiest event you can find.
A Thank You to the Community
As I reflect on the experiences and insights gained from JSConf Budapest, I can't help but express my gratitude. Thank you to the organizers, the speakers, and every attendee who contributes to making these conferences a rich source of knowledge and community spirit.
In conclusion, selling the concept of community conferences to companies should be a natural step. After all, the advantages are clear. It's about recognizing the importance of these events and the long-term value they bring to individuals and organizations alike. Thank you, once again, to everyone who plays a part in these incredible tech gatherings.
Drop your favorite community led event in the comments and reach out to me to continue the conversation on Twitter or LinkedIn
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