The return of in person conferences — get over yourself and start making real connection

Remember Conferences? Want to know how to get the best out of your conferences once things turn back to the new normal? Read on, including for my secret on how to get everyone talking about your company.

I was waiting in a line to get a coffee and it was taking longer than it should. So naturally I got talking to the person behind me and we made a great connection without realising they were one of the biggest prospective customers. He gave me a business card and said “let’s talk next week, I would love to see how you stack up against your competition”.

Conferences are amazing things. They bring together people in particular industries and invite meetings for people who would not have otherwise met. They are great for supercharging growth, creating amazing relationships and putting a face to a name for your clients. They are however a big investment in man power and money, unless you use these tips to gain the most out of a conference you are likely not getting your full money’s worth.

Being a conference veteran across multiple continents, I know how important it is to use your limited time valuably. If you are new to events then take a look at 10times, it has all of the conferences you could dream of sorted by industry.

So here are my tips:

• First: Pick the right events

Make sure you have a system of how to pick events. They are draining from both a human resource and money point of view so prioritize the events that focus on the industry you are in and the customers you want to serve.

• Set expectations for the event

It’s not only important that you show up but that you have a solid plan. What is the goal you are trying to achieve? What does success look like? What proportion of attendees are current clients? Are there executive level conversations and market observations to be had? Would you add value by sponsoring and/or presenting at the event?

• Send the right people

Ensure your attendees reflect what you are trying to achieve at the conference. Too many times I see salespeople going to an event where they already have a large proportion of the client base, or executives go when the main requirement is acquisition. Know your target audience, send the right people!

• Gain brand awareness (early) at the conference

I am a big fan of sponsoring an event at the start of the conference. A sponsored breakfast or a special event at night is a great way to have people talking about your brand for the rest of the conference.

The other secret I have found is to be the lanyard sponsor, this is one of the least sought after but most bang for your buck sponsorship opportunities you can do.

• Get the attendee list early!

Work your relationships with the event organisers to get the event list. Don’t have a relationship with the organisers? Build one! Get email addresses if you can (most do not give out but some do) and at the very least get company name and name of attendees. Match these up with your database and use an email to introduce yourself to say you will be at the conference (along with a meeting link — see below). If they don’t book a meeting they at least know you will be at the conference and will likely come to you to say hi. If you need more info on attendees try using an app like clearbit.com or if you want to find contact details use something like sourcescrub.com

Use the conference programme to plan where you want to be and what topics are of interest to both yourself and your attendees.

• Lock in meetings with key attendees ahead of time

Using a blind copy email is fine but it is preferable to make use of your marketing department’s EDM tool (think Hubspot, Mailchimp etc.) to create a personalised message while using a Calendar scheduling app like Calendly, Acuity or Hubspot (all have very usable free versions) to block time out for meetings. You gain amazing efficiency from other people booking but also know they are committed and interested in your solution.

• Introduce yourself!!

The biggest mistake you can make as an exhibitor is to stay at your booth. DO NOT HOLD BACK! People want to talk and naturally can be shy. Be the one to introduce yourself. Get out there, talk to everyone you can.

On coffee/lunch breaks sit down and have a chat with someone you don’t know. You will be surprised at how much business you can get along with referrals of people who want to help. If you are in sales especially this is your time to shine, never will you get such a great opportunity to see all the decision makers in one place, to ensure you get your name and brand out there as much as this. If you aren’t working the floor you aren’t doing your job properly!

• Add value after the conference

Followup with people you meet — do this by blocking out a big proportion of the week after the conference just to follow up with everyone you met. If they are a current customer, great! Talk about an offer you have, if they are a prospect, see if you can get that next meeting.

Write a conference summary and email it out — Do this as soon as practical (preferably with marketing support). This makes you look like a thought leader in the space and ensures people remember you.

Make plans to meet people — This may be any type of meeting and range from coffee, to formal meetings to arranging to meet at the next conference (especially if you live far away from each other)

Review your success — Was the conference a success? How many great conversations did you have and how many conversations did you start? Did you speak to people you would have otherwise had no access to? Did you accelerate growth?

There are so many outcomes you can get out of industry events with most people the focus can be heavily on acquisition. It is also a great time to learn new things about the industry, take time to ensure you create and deepen your relationships and gain the necessary insights to evolve and transform your business.