If you’re going to spend the time and money attending a conference, you want to get the most out of it. “Be present in the moment and really immerse yourself in the experience,” recommends Stefanie Marrone, Law Firm Business Development and Marketing Director. But, to do that, you must invest a little thought and planning.
Before you go
Know your purpose for attending the event. Most often it’s to make connections with potential clients or others in your industry, and to learn. So, ahead of time, get a list of attendees, speakers, and vendors and note the people you most want to meet. Reach out to them either through social media or make direct contact, and set some dates during the conference for coffee, a meal, or a drink.
Carefully study the program, and plan your program to maximize your learning opportunities, especially if there are concurrent sessions. If you must miss some valuable programming because it conflicts with other priority sessions, arrange to ask others who attended the sessions you missed for highlights.
While you’re there
Grab your nametag and wear it constantly. Make sure everyone can see it by tying an extra knot in that low-hanging lanyard to shorten it a bit, and check that your name remains facing out. A backwards-facing nametag, or one that’s hanging below table height when you’re seated, is completely useless. Or, if it’s a peel and stick or pin-on nametag, be sure your name is large and legible so it’s readable at a socially appropriate distance. You want other attendees to know who you are and remember you.
Don’t spend all your breaks checking email and returning phone calls; get out there and schmooze! Likewise, don’t stick with your posse. In addition to catching up with attendees you’ve met at past events, make a point of meeting new folks. Everyone is there to mix and mingle and the content of the conference sessions should provide easy fodder for conversation starters. Even better, be a connector: make introductions between old acquaintances and new.
If your conference has a resource center or exhibit hall, do the circuit. Go “trick or treating” at the vendor tables to connect with the exhibitors and pick up goodies and industry information. In addition to staying up to date on new services available to your industry, those folks could be excellent sources of referrals and market intel.
Business cards may be “old school” but they still have many uses, especially in the conference setting. Use them for the quick and easy exchange of contact information. (It’s more important for you to collect cards than concentrate on getting as many of your cards as possible into the hands of others.) Jot notes on the backs of the cards you collect with memorable facts from your conversations and follow-up ideas. Once you’re back in the office and enter the information into your system, you can safely discard them. But don’t forget to connect with the people you met and follow up with anything you promised.
Actually attend the conference sessions, ask questions, and pay attention to who else is asking questions. Active participation increases your visibility and spotlights others you may want to connect with or meet. Take notes, especially of points you can implement to improve your business, and approach the podium after particularly interesting sessions to meet the speakers—and connect and follow up with them afterwards.
Take photos and post them on social media, along with a tip or two you picked up during the programs, using the conference hashtag. According to Stefanie Marrone, “Share key insights, quotes from speakers and your thoughts on sessions.” Don’t forget to tag the speakers and other participants in your photos. She continues, “This not only positions you as engaged and knowledgeable but also helps you connect with others attending the conference.”
And don’t forget to pace yourself. While it’s tempting to try to go to every conference-related event and cocktail party, it’s important to eat, drink, and sleep sensibly, taking any time difference into consideration. If you don’t take care of yourself physically, you won’t be able to make the most of your conference experience.
Bonus tip: Include something fun and non-conference-related at the destination if your schedule and budget permit. Take an evening or a day before or after the conference to visit a friend; see a play or concert; attend a sporting event; take in the sights; explore local museums; play a round of golf, tennis, or pickleball; or eat at a special restaurant. That way, your trip can feel like a mini vacation and break from your routine.
Back in the office
It’s wise, when scheduling conference travel, to build in extra catch-up and follow-up time upon your return. It’s amazing how much work can pile up in just a short absence from the office. You also want to allow time to maximize the benefits of your schmoozing and learning experiences at the conference.
Use the event attendee/speaker/vendor lists to add social media contacts. Send invitations to connect with a personalized note about something you discussed, or even just “It was great meeting you at the conference last week. Let’s keep in touch!” Take the opportunity to reach out to people you didn’t have a chance to meet during the event, as well, with a note, “I really enjoyed the conference last week. I’m sorry we didn’t have a chance to meet in person there, but I’d like to connect and stay in touch.”
Review your notes and write summaries of your key takeaways from the sessions; don’t just file them away. They’re good for memory joggers, to share with colleagues, and to use for social media posts or articles in industry blogs or publications. And, more importantly, you may have gleaned some tips on how to improve your business, as well. Put those ideas into action right away.
Make that conference time a gift that keeps on giving.
