We are just about finished with the spring conference season. For HME companies and professionals, these events are not just about continuing education; they’re also about completing exhibitor applications, deciding who should represent the company at the event, collecting materials to bring to the show and selecting the giveaway gift for the attendee drawing. After many years of playing the role of “exhibitor manager,” worrying about where my materials are and how I am going to ship all the stuff home that I couldn’t give away, I can now watch others work the exhausting and often disorienting expo area with wry amusement. I can tell from the shoes the women are wearing whether or not they’ve ever done this before, and how badly the people tending the booths hope that the exhibit hours will pass quickly.
Fall will be here soon, and the time to make decisions about where to exhibit and how to spend your money is quickly approaching. To complicate matters, HME professionals often feel a frenzied need to be everywhere. Where will that fold-up table sign go next? If I decline to participate in a meeting, will I be locked out of a patient referral? With so many decisions to make, it is important to take a moment to bring new focus to the entire matter.
First, you do not need to attend every meeting or conference that you’re invited to. Begin by taking a quick inventory of past events. Make a list of all the programs you attended in 2011. Consider the cost of attending, and I mean the entire cost. Include in your analysis the cost of the booth, the candy left on the table, the marketing materials, the $25 giveaway gift, your time in the booth and the cost of delivering materials to the hotel or conference space.
After outlining the investment, consider the return. Did you collect business cards that were truly qualified leads? If you were there to see all of your existing clients, did most of them attend? Did this event open a new door for you? Did you finally connect with someone you had been trying to reach for months?
Then ask the most important question: Was it worth the time and effort? I would guess there were some meetings that you could have skipped altogether, or attended as a registrant rather than an exhibitor. Maybe it would have been more advantageous to simply make a donation to the association. If you are not there, it’s highly unlikely someone will really think you have closed. Often other business commitments just keep us from attending every event on the professional meeting calendar. While many associations might be disappointed that you could not attend, I am not sure it is a reason for no longer referring business to you. Again, a small check in support of the association may get you just the recognition you desire.
But, for those who decide to attend a conference—and there is tremendous value in doing so, both in terms of getting your message out, meeting new people and supporting the associations and programs that are important to your business—heed this advice:
- Have a clear understanding of those who will be attending. This will give you the opportunity to consider your message and decide what will be important to them, their work and their patients.
- Understand about how many people will be at the meeting. This will help you plan your marketing materials and how large a display you may need to attract attention to your exhibit space.
- Carefully consider the “property” you are renting. Will it just be a table? Will you have space to meet with someone? Should you leave it more open so people can walk in?
- Determine if you have the option to have your space near the main entrance, food vendors or a popular program, exhibitor or attraction that will draw in attendees.
Remember, you don’t have to accept every conference invitation. Your absence may actually go unnoticed, although I know it hurts to even think that. Take time to evaluate all of the issues I’ve addressed and make the right business decision for you and your company. You may find attending to be the best investment. With increased barriers to reaching many referral sources, these types of events may be the only way to meet key contacts.
When the meeting is over, take time to write a review of your entire conference experience. Place this information in a folder for all of the sales staff to evaluate when deciding what meetings to attend in 2013. Your experience and advice as an exhibitor make you the best consultant your company can find.
And if you do attend, please consider your shoes carefully. They are the mark of an experienced conference-goer.
