If your audience is small-business owners who are not likely to want to take time away from their office or might not have the economics to travel, you may have to go to them.
People don't have the budgets they once had.
There's an issue of prestige. At a larger event, you can get better speakers and everybody who's everybody will be there.
By virtue of our attendance, it becomes appealing to those higher-echelon speakers.
I think for many organizations, that flagship event is the moneymaker, and that's what's critical.
The other thing that tends to happen, and I think this is a legacy expectation, is larger events are expected to bring certain elements—keynote, celebration—they tend to bring elements a smaller event wouldn't.
On the national level, there's a lot of competition in certain verticals and I don't see much competition on a local level.
If you go big the first time, do you risk it not working and compromise the integrity of your other properties.
There are certain events we have intentionally kept on a more intimate level.
With a local event, you can create a sense of community for your audience for your brand that a national event can't do.
Nowadays all content should have some sort of syndication plan.
For Cisco Live, we have an online event that is a year-round community.
We've found it's actually building our audience for the on-site event.