Event season is upon us. Some for fun, some for education, some for showing off.
Will you attend an upcoming event, conference, or tradeshow as a participant or as a vendor or sponsor?
Then you need a plan.
Events cost you time and money. If you want a return on those investments (ROI), don’t just show up and expect things to happen.
Make things happen!
The simple answer is you want to spur on sales, but it doesn’t always happen that way. In many cases you want to create opportunities for your business development. That may mean initiating specific meetings, doing pre and post show promotion (to show you are attending or exhibiting), or seeking interested parties for potential support or collaboration.
Establish objectives that you can ideally measure. Some to consider:
Attending an event is a business decision. Take time before the event to study what it’s all about. Who might be there? What do you want to learn?
Block off time in your calendar after the event to do follow up with people you’ve met, time to send emails and to make business-building phone calls. Also make the time and effort to review your notes or collateral you’ve picked up. It helps to reinforce your experience and learning.
For tradeshows, you need to study the preshow guide and list the essential booths you need to visit. You don’t need to hit every one.
For conferences, similarly, study the preshow guide so you see what options you have. When is the exhibit floor open? Are there specific workshops you need to attend? It’s good to have a second choice for time slots in case speakers cancel or agendas change.
For workshops, your focus will be on presentations and speakers. Think of the main three points you must take away. Be sure to allow time before and after the event to talk to individuals of interest.
Be proactive! Don’t assume you will meet the people you need to meet. Whether they’re prospects, existing clients, or potential collaboration partners, contact them prior to the event.
“When I attend any type of event, I always have a plan,” explains Greg McLaren, Managing Director of Farm Food Drink Inc. “I’ve never been to an event where I didn’t make valuable connections, or benefit in some significant way.”
Attending events can be a big cost to your time and your wallet. They take you away from your business but if you approach them from a marketing perspective, you can often garner many benefits.
To help you plan which events to attend, visit our Events Page on a regular basis. You’ll be sure to find the right events to benefit you and your business.
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