Industry-specific conferences and trade shows are hallmarks of business networking. As an attendee or a sponsored vendor, you will be inundated with a who’s who in your field—from the headlining heavyweights delivering keynotes and breakout sessions to the newcomers looking to create a name and garner beneficial connections—the chaos of the convention floor can prove a sensory overload for the experienced and first timers alike. For that reason, before you pack your bags, you need a crash course in Event Networking 101 to maximize your potential for expanded company visibility and name recognition. It is one thing to work a room at a local industry function, but working the convention or conference floor surrounded by hundreds, possibly thousands, of like-minded individuals is another animal entirely. There are numerous avenues to consider when preparing to attend, but there are a few staples to put into action to ensure that your experience is a valuable one and you come home with encouraging leads, a lengthened client list or an increased customer base.
The Trade Show Begins Before Takeoff
For many people, there are few things more uncomfortable than spending hours in a cramped airplane cabin, yearning for an extra inch of legroom while breathing recycled air for an inordinate amount of time. With imminent discomfort on the horizon, there is a tendency to double down on the comfort one can control, which usually involves dress and demeanor. There is no doubt that a loose-fitting outfit and an early morning mimosa (or two) takes away some of the irritations of travel, but if you’re heading to the airport in shorts and a T-shirt with a head full of bubbly, you’re already starting your convention experience incorrectly. The movie cliché—a manic driver late to a meeting, weaving in and out of traffic and directing choice gestures at other drivers, who arrives on time only to realize the guy he cut off is the same guy he’s delivering a sales presentation to—is exaggerated, but true. When you are making your way through the airport, the convention is already under way. Every interaction should be treated as potential business. This means dressing and acting as you would on the convention floor, and ensuring your conduct and attire remain professional—because you don’t know who is who. Meetings have been scheduled in the airport Starbucks line, so while the inclination may be to travel in a relaxed fashion and in comfortable attire, most working professionals will tell you they would trade a few unpleasant hours for a newly minted contract.
Exhibit A
For many companies, a large portion of their annual budget—as well as their time—is dedicated to an annual conference or convention. While investing in a booth on the exhibit floor can prove costly, it can also prove lucrative when the convention ends. A booth gives your company a physical presence throughout the convention, and exponentially increases your visibility. As opposed to conversations and business card exchanges, you have an area replete with banners, boards detailing your products or services and, of course, your carefully chosen convention representatives. Curiosity will often bring attendees to your booth to see what you’re all about, and as such, you should guarantee that it is managed by your most customer service-savvy staff. Arrive early each day to make sure everything is in working order by the time the convention opens. Create a schedule with time blocks that correspond to the daily convention activities so you can plan one-on-one meetings with any potential clients away from the hustle and bustle of the booth.
Augment Your Experience: Deliver a Workshop
A superb way to create some buzz around the convention is to deliver a presentation or workshop. One great aspect of these events is that there is constantly something going on, from quick informational sessions to multihour seminars, and organizers are often looking for individuals to fill out their extensive schedules. If this opportunity is available, it should be considered a must. Attendees can read about your expertise or services, but there is no better way to get your ideas to stick than delivering a presentation. These workshops should be formatted as content-driven and informational—not as an in-person advertorial. Pique your audience’s interest by offering a solution to their problems or an approach to make their lives easier and your skills will prove impactful—and potentially profitable. Use your platform as an in-person sales pitch and your efforts will go unnoticed.
After the Conference is Over
You return home exhausted from multiple days of nonstop presentations, long hours working the booth in the exhibit area and continual networking with your colleagues in the industry, but your work has only just begun. Follow-up seems like a simple concept, but it is astounding how many professionals believe their face-to-face efforts will be enough to immediately lead to a windfall of new business. Your mindset upon returning home should be one of ‘they met me, and they met my competition.’ Separate yourself from the pack. Email your new contacts and convey how much you appreciated their time during such a busy event, then offer dates and times to continue your conversation. Twiddling your thumbs and waiting for the phone to ring often results in a net-zero gain—proactivity is the key to new clientele. Regardless of the industry, or your status within it, your calendar should be highlighted with the dates that you’re attending their annual conference or convention. The potential to recruit new clients and customers or to craft longstanding relationships is boundless, and will boost your standing as a company or individual. Networking is a cornerstone of business, and a convention or conference is the premier medium to make the most of your efforts.
