At Dynamic Benchmarking, Spring and Summer are our favorite times of the year, not just because of the beautiful weather here in New England, but because we enjoy attending the most popular events in our industry. Trade shows and conferences are great places to gather new ideas, explore new technologies and products and make new connections.
I’ve been to many events throughout the years as both an exhibitor and attendee and have learned some valuable lessons on how to get the most out of each event I attend. Here are some of my top strategies for making the most of your attendance at any industry event.
- Set goals. Establish what it is you want to get out of the event and keep track of your progress. For example, how many new people do you plan to meet? How many new prospects do you need to identify? What topics do you need to learn more about? By setting and tracking goals, you’re more likely to leave the event feeling accomplished.
- Find the balance between learning and self-promotion. Conferences are great opportunities to learn, often from experts, in the field. While it’s tempting to use every minute of the conference to further your own business/network, sometimes it’s equally important to stop the networking and attend the keynotes and other sessions. Many of the headliners are authors and listening to them speak gives you a good idea as to whether or not their book will be a good read for you. Also, since most attendees do go to the keynotes, it’s helpful to know what was said so that you can be a part of the conversation.
- Sit next to someone new at every event. The typical tradeshow or conference has at least 6-10 opportunities every day to plant yourself next to another human being. Each time you sit down, make eye contact with your neighbor, extend your hand and introduce yourself. Most people will respond positively to this approach and it makes mealtimes more pleasant and turns them into opportunities to learn and network. I try to keep conversation light and personal to help my neighbor feel comfortable and unpressured. This approach almost always leads the person to ask about your work life too.
- Perfect your elevator pitch. Once the basic introductions are out of the way, most people will ask “what do you do?” Having a short and easily understood elevator pitch in your back pocket is an excellent way to feel comfortable while networking and helps grow your brand in a consistent and unified way. Make sure it’s short and free of industry jargon. The idea is to keep it general enough to pique everyone’s interest in learning just a bit more.
- Make a plan for the unstructured or “free” time that involves other participants. During trade shows it’s tempting to use free time to catch up on work or just retreat to your room to relax. Resist that temptation and maximize your experience by making plans with other attendees. This can be done ahead of time if you know one of your acquaintances will be there, or on the fly as you meet others during the event. Remember you are there to network and need to fully maximize the experience. Some of my best interactions have been at these social times where people are more relaxed and open. Also, try to put together events where you bring together others who may not know each other. These dinners can be fun and thought provoking.
- Ask questions and listen carefully to the answers. Conferences are learning opportunities. Prepare a list of topics you’ve been pondering or trends you’ve been hearing about and seek out sessions and people who can further your understanding and knowledge. Don’t be afraid to ask questions of the experts, you may never get this chance again.
- Take care of yourself. While you do want to maximize your time at these events, make sure you give your body and mind what they need to function properly. Give yourself time for healthy food, exercise and sleep during the conference. These fundamentals will keep you sharp and able to do everything listed above.
Industry conferences and trade shows are filled with many wonderful opportunities to learn and grow. With some careful planning and a little effort, you’ll be amazed at how much you and your team can accomplish.