You Could Be Getting a Lot More Out of Conferences—Part 3: During and Post Conference

Wait just a minute. We dedicated two entire blogs to pre-conference planning and now “at the conference” and “post conference” don’t even get their own separate posts? Exactly. That’s the beautiful thing about effective conference preparation—it makes your time at and after the conference much simpler.

You’ve been working hard for months writing emails, crafting your conference messaging, writing more emails, researching the attendee list, and writing even more emails. All that effort starts paying off as soon as you sign in. You’ve set yourself up for success and can focus on making connections.

Don’t worry. We’re not going to leave you with no suggestions for your time at the conference. So put your name tag on and follow the tips below. No, higher, where I can read it. There’s your first tip.

BE SPIFFY!

There are a lot of best practices that can help you at a conference, and they can be hard to remember. Some easy-to-remember advice? Always be SPIFfy.

• Social and accessible
  • Sit at separate tables from other people on your team.
  • Don’t hesitate to ask to take a seat with other attendees.
  • Engage people that come to the lounge.
  • Don’t eat or drink alone.
  • Stop looking at your phone—it makes you appear less approachable.
• Professional and distinguishable
  • Wear your name tag high so that people can see it easily.
  • Wear comfortable shoes so you can stay on your feet. (You know what would be killer SWAG? Dr. Scholls shoe inserts with your company logo. “Company X—we think well on our feet.” Never mind, I’m using this. Don’t steal my idea.)
  • Wear something that distinguishes you. (Note: Not in an “oh my gosh did you see the guy with the leopard-print unitard??” kind of way, but rather a “remember the guy in the pink shirt?” kind of way.)
  • Eat mints. Don’t chew gum.
  • Stay hydrated.
• Interesting and respectful
  • Practice your stories and think through what questions people might have.
  • Practice your pitch the day of.
  • Make eye contact with people, smile, and nod your head.
  • Ask questions and listen more than you talk.
  • Know about some local attractions.
• Flexible and persistent
  • Always have something to write on and with.
  • Follow up with people quickly (within 24 hours).
  • If you are using a conference video, have it easily accessible on your phone.
  • Segue interest in sessions to subtle selling.

CARD GAME

A pocket full of business cards is not going to help you when you get home unless you’ve been strategic. When someone gives you their business card, write down a note on it that will remind you of who they are or what you talked about (while they are out of sight). Not only will it help you remember them once you’re home, but you can use it in your follow-up email and impress them with your listening skills.

Maybe you prefer the high-tech version of business-card strategy. Apps like CamCard and HiHello can help you keep track of business cards digitally. You can also use your LinkedIn QR code on your mobile device. It’s an easy way to quickly connect with others. Whether you scan it or write it, just be sure you’re taking notes.

EFFECTIVE COMMUNICATION

In a conference setting, you might strike up a conversation with someone who comes to your booth, but you could also run into a key prospect at the coffee bar or in the Lyft line. You need to be ready with some conversation starters so you can quickly engage with people wherever you go. Here are some to get you started:

• Where are you coming from?
• Did you attend last year?
• What’s been your favorite session so far?
• How long have you been with your company?
• Where were you before joining Company X?
• What are you hoping to get out of this conference?
• What did you think of so-and-so’s talk?
• Have you done any sightseeing?
• Are there others here from your company?
• What sessions are you looking forward to?
• What other conferences do you usually attend?
• Are you having trouble with the Wi-Fi? (The answer is irrelevant; the rest of the conversation is the point.)

Make your own list of conversation starters that you can use in any situation.

Not every conversation you have will be with a prospect or other valuable connection, but for those that are, it’s important to follow up. Remember all those emails you prepared before the conference? They are only valuable if you use them. After you meet a key contact, be sure to follow up with them right away. They should receive something from you within 24 hours. If you promised an article or an introduction to a colleague, be sure to send it.

AFTER HOURS

Conference activities may end at five or seven, but that doesn’t mean you should. Now that many conferences are live again for the first time in nearly two years, lots of attendees are especially ready for some social time.

Let your new connections know that you’ll be hosting appetizers and drinks at a bar down the street. Gather a small group at the hotel bar. Host a dinner at a local restaurant. Try axe throwing or an escape room. Think of fun ways you can keep interactions going beyond official conference hours.

POST CONFERENCE

The best thing about being prepared for a conference (besides more sales) is that when you prepare ahead of time and send messages to contacts during the conference, coming home isn’t quite so painful.

Be sure to set aside enough time, typically a full day, to go through all your conference notes and business cards. Follow up with your prospects and, now that you’re home, set up a time to meet with them. Some of this will be accomplished through the personal and marketing campaign emails you’ve already prepared and are ready to switch on after the conference. 

Based on your interactions with people at the conference, some of your messages will benefit from further personalization. And again, remember to send anything you promised while at the conference if you haven’t already.

Yes, preparing for and making the most of conferences is a lot of work, but it pays off. Keep track of new business that comes from your conference connections. You’ll see the difference a full-fledged conference strategy can make. And you’ll probably get to go to more conferences.

Do you need a better conference calculator that doesn’t miss any hidden costs? Get in touch at mastery@maestrogroup.co.