AUSTIN–Looking at the glut of invitations to South By Southwest events that have landed in my inbox in the past few days, two things seem clear: Many publicists think this event starts and ends on Saturday, and I shouldn’t have bothered scheduling anything until this week.
I know from prior experience that this conference attracts a silly amount of marketing money that gets lit on fire in various #brand-building exercises–most involving the distribution of free tacos, BBQ and beer.
But this year–much like at CES–some sort of happy-hour herd instinct has also led many companies to schedule their events on the same day, in this case Saturday. Looking over the possibilities, it appears I could spend that entire day–starting with a 7:30 a.m. mimosa breakfast–drinking on the dime of one corporate host or another.
(I won’t. I have panels to attend, people to interview, and probably one post to write. I may need a nap too.)
And, yes, a huge number of these invitations came in the last 72 hours. Far be it for me to criticize other people’s just-in-time conduct, but weren’t all of these bars, restaurants and other event spaces booked months ago? I have to assume that after not enough of the A, B and C-list guests responded affirmatively, the sponsor reluctantly decided to invite the D-list.
Considering that you can’t tell which events will be mobbed and how you might be waylaid by random meetings at them, your only safe response is to RSVP to everything and leave your calendar looking like a game of Tetris that you’re about to lose. Then decide where you’ll go based on where you’re standing and what looks interesting nearby–as shallow and impolite as that is.
And that’s how I came to a conclusive answer to this question: What’s a less reliable indication of somebody’s attendance than an Evite response?