Making Conferences Work

At the Partnership Group – Sponsorship Specialists™, we know a little about conferences. We run one (www.sponsorshipcongress.ca), we attend many, we advise our clients on buying exhibitor space and sponsorships at them, we advise our other clients on how to sell those sponsorships and booths, and of course, I deliver keynote addresses and workshops at many each year.

Based on this, I thought I would share some thoughts (mine and others’) around networking at conferences and making the delegate registration worthwhile, as well as some sponsorship buying and selling tips around conferences. These are my Nine Nudges for a Successful Conference Season.

1. Collect business cards, don’t hand them out! We are often told to take a full box of cards and hand them out to everyone. What do you do when someone you don’t know or care about gives you a business card? That was a rhetorical question! Better to show you care about them. Ask for their business cards and only present yours if they ask. If you really want to build relationships, follow up with emails, thank them for the time they spent with you, and provide your contact information. Make it personal.

2. Prior to attending a conference, determine which speakers/sessions you want to see. Research the speakers, even reach out to them prior and then introduce yourself at the session or before, and ask for their business cards.

3. Set a strategy for what you want to accomplish, and who and how many people you want to meet and connect with. Make a plan and stick to it. I look at the delegate list and mark down ten or so people that I do not know and would like to meet. I then focus on that. I may know lots of others there and will connect with them too, but I list the people I want to search out and connect with. They may be people I have not met, clients whom I want to say hi to and check on how they are finding our services, or they may be prospects or competitors I want to meet, or someone we have a proposal in front of right now.

4. If you are shy, there are things you can do to meet people. You can stand by a food table and hand out food to people. Their “thank you” is the start of the conversation! You need to be interactive or your registration fee is partially wasted (you still get lots from the sessions, but no networking). How about rescuing a wallflower-go and ask them if you can help them out. I know some folks who focus on the “loners” and create great relationships with those who are “first timers” or shy!

5. In the B2B world, it is essential to network and build relationships. Fifty-seven percent of B2B purchase decisions are complete before a customer even contacts suppliers. Your role at a conference is to position yourself and your company prior to decision making time. You need to be out in front of the decision process so you can be part of the RFP or tender process. You are the industry expert who can help them make the right purchasing decision.

6. Exhibit booths are a great place to interact with delegates and showcase product. The savviest of brands, though, link a corporate sponsorship with exhibit space. It differentiates them from their competitors on the trade show floor and also allows those brands to engage and deliver experiential opportunities to delegates off the trade show floor. Activation is critical.

7. Participate in the social events, but don’t be “the social event.” As the “show,” you will be remembered as the guy who stayed the latest at the bar, bought drinks, or danced the disco or break dance best. You won’t be remembered as the provider of solutions to your prospects needs. Be at the social events, network, and be social (have a good time – this is not necessarily all business at this point of the conference), but remain professional. That goes both for individuals and the companies if you are a sponsor of the event.

8. You need to differentiate and be applicable. We are sponsors of 10-12 events annually. For some, such as the SMCC Western Sponsorship Congress™, we are a top level sponsor such as a presenting sponsor. At others, we are a banquet wine sponsor, session breakout sponsor, lunch sponsor, or nothing specific, but deliver a keynote address or workshop. For each of these, we plan differently. We look for ways to differentiate ourselves and provide an opportunity for delegates to “take us home with them” so they remember us beyond the days of the conference. We use a brand engagement company to assist us. Promotional Resource Group (PRG) works with us to find the right promotional branding product to work at each specific event. Where we have been the wine sponsor, we provided a wine kit for the delegates at the banquet. For another event where we delivered a workshop, we provided branded notebooks and pens so they could take notes. At one where we were a supporting sponsor, along with the host of the conference of a corporate sponsor’s reception and with the help of PRG, we found a product that fit the conference theme and positioned us well. Too many organizations buy one product to give away at all their shows. We make sure we use the right branded product for each event. PRG makes it happen, and provides the support to be successful and on budget.

9. The most important thing is to follow up afterward. All your efforts to meet people (new or renewed) are for naught if you don’t. You need to discipline yourself to follow up. Quite often, if I can, after day 1 of a two-day conference, I send emails to the people I have met. I get up early the next morning and email everyone I met on day 1, saying how nice it was to meet them and that I hope to see them again today on day 2! After the conference, I make sure I pass along any presentations, whitepapers, or articles that I promised to send.