Conferences and trade shows are a staple of the business world, and many of us attend them on a regular basis. Unfortunately, it’s not always easy to monetize the vaule of conference attendance. Whether you go as an attendee, exhibitor or speaker, here are some tips for maximizing your time and getting the most out of any conference.
Pre-Planning
1. As a registered attendee/exhibitor, you should receive a list of other exhibitors and attendees in advance of the conference. In advance of the conference, identify the companies/contacts that you would like to meet. Group them as Priority 1 and Priority 2
2. Schedule dinner reservations at popular venues in advance of the event. Make each reservation for 6-8 people. Print out a couple of informal cards with the restaurant information on them that you can give to people that you invite.
Priority 1 Prospects- Call in advance of the event to schedule sit-down time at the event for one-on-one sessions. Many of the events have break-out meeting areas that you can use. Some require reservations in advance. Otherwise, schedule a talk over coffee or find a quiet spot in the hotel lobby or conference venue.
For direct client prospects- “Hello Col. Smith, this is Jim with Acme Corporation, I see that we are both attending the upcoming XYZ Conference and am interested in scheduling a meeting with you while we are there.” Consider inviting them to be a part of one of your dinner groups.
For potential teaming partners- “Hi Bob, this is Jim with Acme Corporation, I see that we are both attending the upcoming XYZ Conference and would like to schedule a time for us to meet. I am interested in comparing notes for potential teaming opportunities.” Consider inviting them to be a part of one of your dinner groups.
During the Conference
In the booth- Set a conversation time limit for walk-ups to the booth. If you find that you are having a meaningful dialogue, say “I think we really have a lot to talk about. “Can we schedule time to get together so we can finish this discussion without interruption?”
Working the floor- Priority 2 Prospects- These are the prospects that you would like to meet while attending the event. Go to their “booth” and introduce yourself.
“Hello, I am Jim, I saw that your company/agency was attending and I have wanted to meet you. (Ask additional questions about what they are hoping to gain by attending the event. Who would they like to meet? Offer to connect them/introduce them to a contact that has relevance for them. Invite them to your booth to meet your group.)
Have your cards with you at all times- Exchange cards at every opportunity possible and make notes regarding your discussion. When someone hands you their card, if you are going to take notes on it, it is polite to ask permission first. Write down the name of the event where you met, the date and nature of the conversation, any other notes that will help you remember them after the event. If you are unable to make notes at that time, do it as soon as you can so that you don’t forget details.
Offer some type of refreshment- bottles of water or some other snack that is substantial. Not just bite sized portions, but a real serving, whether a candy bar or something upscale.
Invite prospects/partners to your dinner event. Each time you make a new contact, consider if it will be beneficial to invite them to one of your dinner reservations. Consider the other guests already invited so that you are not inviting guest that would be in conflict with one another.
After the Conference
Block out a full day on your calendar to follow up via phone calls and emails to every meaningful conversation that you had during the event. If you said you were going to do something…do it. Conference attendance is sometimes a whirlwind of activity and you will stand out if you follow-up soon after the conference. You’ll also continue to build momentum with prospects if you follow-up crisply.
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