Iryna Manukovska is the chief marketing & strategy officer at XME.digital and JEVERA software solutions.
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"Sales is not the target. The network is," claims my colleague regarding business events, and I could not have nailed it better. Newbies often consider business conferences and related events as efficient sales channels, and they could be. But there is room to get a higher return on investment (ROI). How about professional and personal brand-building, partner relations, unique value proposition (UVP) improvement, brand awareness and a footprint on new market creation? Stop me; I have just started!
Choose the right type of event.
Trade shows, fairs, conferences, meetups, networking events, membership meetings, tech talks—you name it. Today any city from New York to Tel Aviv offers numerous options to meet the right people in the right place and grow your professional network. The point is to choose wisely those events that work for you and your business goals.
Try to answer this question: What kind of events are my clients interested in? (By the way, you can ask your existing partners and clients this, as well.)
I will give you an example. Let's assume you are a martech product CEO. The target audience for your product could be reached via professional events for marketing or salespeople. (By the way, they will often be looking for new products to boost their efficiency; that's one of the reasons to participate in professional events.) But for more specified products and services, industry events may be better. The same story is true with scale. Not every company can compete with names like Microsoft, Nokia or Siemens in terms of booth size. But almost every company can send its representatives as visitors to work with the event's registered base.
Plan each element of the event flow.
Let's consider the event as a route, not a final destination. There are three core sightseeing waypoints: before, during and after.
Before
The "before" stage is homework needed to be done. The homework begins with informing in person all key partners, leads and clients about your participation. You should also announce your plans on social media and corporate websites to reach a wider public.
Work with event data in advance. For example, you might use an event app or event hashtag; Eventbrite, Facebook or LinkedIn event participation list; or speak to organizers directly to find out who was participating last year.
The other side of the homework is to make a plan for booth visits and speaker presentations. Prepare a perfect sales pitch and refine all decks in your hands to help provide rapid and smooth feedback and be ready for five-minute presentations and any demos. Having a backstage team is crucial, as well.
One other often-overlooked tip: Get your LinkedIn profile fresh and up to date; try to take a photo in an outfit you plan to wear during the event so it will be easy for attendees to recall you and what you are doing (info they can gather from your photo, title and about section).
During
"During" is about streaming on social media and working with partners, leads and clients during the event. You also might consider sharing insights from the event while it's happening.
After
If the event is a seed, "after" is about farming results you have brought from the event.
Just ask yourself and your team: Is there one more way to get something from the event?
Avoid burnout and stress.
"Normally, I take at least one day off after an event. With all the meetings during the day and networking cocktails, I’m exhausted," shared a CEO friend of mine. Yes, business events can cause burnout, too. Like most of us, I used to consider business events like conferences as a sprint where you're always on the run. In reality, it is more like a marathon or triathlon, where endurance and planning are crucial.
1. Make a schedule.
What sessions and booths are not to be missed, and what are nice to have options? Take event scale into account. The bigger the event is, the harder it is to get from one pavilion to another or between the floors inside one trade center. Something that looks close by on an event map could take half an hour to get to. So stay focused on your goals for this precise event.
2. Keep yourself balanced.
The event is not a sprint; like many beneficial business activities, it is more like a marathon. So you need to leave room for rest, regular workouts, mental health practices and whatever helps you to keep your energy level high.
How does that work? The more energized we are, the more we can share. Networking and communication are not only about decisions; they are about relationships and energy exchange. We all want to work with people who are passionate about what they do. To radiate this, we need to show some extra exaggeration. To have this, we need to have rest. So make pauses during the day, try to get good sleep, and feel free to spend just half of each day at the event—but make those four hours stand out.
3. Find a place to recover during the event.
Think about safe havens in advance. Normally there are lounges and lobbies in nearby hotels nearby. A recovery space also benefits your mental health and, in turn, the quality of your networking.
4. Enjoy.
Every business event is an opportunity to visit new ideas, points and cultures. My latest inspiration came at Casa Milà, a building finished by Spanish architect Gaudi in 1912. I was there for a sunset tour and a light show with a glass of prosecco during the Mobile World Congress (MWC) tradeshow in Barcelona this year. In addition to an unbelievable, authentic experience, I had one more story to share with my new peers during the informal dinners.
Final Thoughts
At the end of the day, conferences and business events are about creating bonds and relations with your leads, clients and stakeholders. Do not expect quick wins; be ready for the long run.
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