Make The Most Of Your Next Conference Experience

They’re easy to spot. Name badges hang around the necks of eager participants as they buzz around branded expo booths with a free tote full of swag and a hand full of business cards. Conversations develop around coffee stations. Selfies snap during breaks. Agendas outline breakout sessions, meet and greets, and keynotes, along with sponsored after parties, galas, and farewells.

Although conferences attract thousands of attendees every year, many conference goers make it back home with a suitcase filled with fidget spinners and pins, but no leads, meaningful connections, or leftover budget to show for it.

The reality is, conferences cost. From registration to airfare, not to mention the time away from work, attending a conference can be a significant investment. Are they worth it? Great question.

Attending an industry conference is an excellent opportunity to break away from the monotony of the daily grind and network with peers and influencers. You gain invaluable insight into industry trends and best practices. Potential synergies and opportunities to collaborate are uncovered and each conversation gives you a few seconds to promote your brand and potentially pick up a few leads.

However, success at conference takes discipline and a desire to treat it less like a vacation and more like an integral part of your business strategy. The goal is to come back with perspective or connections that will help you generate revenue for your business in the long run.

 

Keys to Conference Success

First and foremost, determine the budget. Have an honest conversation with yourself and your team to decide if there’s room in the budget to attend a conference and how many people on the team should go.

Then ask the big question: WHY? Why are you attending and what do you hope to get from it? Again, this isn’t a vacation. You’re on a mission, and you need to have your marching orders so that you accomplish your goals.

What’s next?  It’s time to create your strategy.

 

Key Tip #1: Plan Ahead

You’ve heard the saying “you only get out what you put into it.”  That is a big factor when attending conferences. A few weeks out, take some time to do your research.  Determine which sessions or speakers have the most relevance to your business or will attract people you want to connect with.

Make a list of people you would like to meet.  Industry peers, vendors, speakers/presenters, and influencers.  Learn as much as you can about each person to create talking points.  Follow or like their social media profiles and consider reaching out beforehand to set up a meeting before their calendars become full.

Practice your elevator pitch. You may only get one shot to address a key person so make sure it’s ready and rehearsed. Conference attendance typically ranges from hundreds to several thousand attendees, thus explaining your brand must be short but impactful to leave a memorable impression.

 

Key Tip #2:  Planned the Work?  Now Work the Plan!

You now have a conference strategy in place, but there’s still work to do to ensure you get a good return on this financial and time investment.

Dress to impress. This doesn’t necessarily mean you have to wear a suit and tie or a dress with heels.  Choose something that helps you stand out and can even become your trademark for future conferences.  Maybe a special hat or tie?  But as always, use your best judgment. You do, however, want to be comfortable. Being dressed to the nines but in a bad mood because your feet are killing you won’t help your cause. Dress like a professional ready to work. Save the fancy shoes for after-hours mixers and formal events.

Make conversation. Take every opportunity to meet new people and talk about your business. It’s easy to stay close to those you know or work with, but don’t forget the reason you chose to attend. Make plans to attend the early morning or after-hour social events. Take good notes and keep any session takeaways to refer to. Also, make notes on and organize all business cards for easy follow-up. You’ll be glad you did when you’re back at work and reviewing them a week later.

 

Key Tip #3:  It’s All in the Follow Up

Within the first week of your conference return, go through your business cards and connect with them via LinkedIn, if you haven’t already, and include a message referencing your meeting.  Send any follow-up correspondence that was promised.

Consider writing a blog to recap and share your conference experience.  If you have colleagues that were unable to attend, create a presentation or make copies of session handouts and notes to share with them.

 

Missed Opportunity

There is a lot to consider and plan for when attending a conference, but the pros can certainly outweigh the cons. Don’t miss the opportunity to make essential connections and form long-lasting relationships with like-minded industry professionals, or the ability to discover best-practices and insights by industry leaders and influencers that can be implemented into your own business.  Although there is a monetary investment, if you’re smart about it, the benefits can energize your business in the months and years to come.