Industry events can be great opportunities to network, learn, and grow your business, but they can also be overwhelming and exhausting. How can you make the most of your time and energy at these events without burning out or missing out? Here are some tips to help you maximize your productivity at industry events.
Before you attend any event, you should have a clear idea of what you want to achieve and how you will measure your success. Do you want to meet potential customers, partners, or investors? Do you want to learn new skills, insights, or trends? Do you want to showcase your products, services, or expertise? Write down your specific goals and prioritize them according to your needs and preferences. This will help you focus on the most relevant and valuable activities and avoid distractions or irrelevant sessions.
For introverts, attending industry events can be particularly challenging, but there are strategies to help navigate these situations effectively without feeling overwhelmed. I've found focusing on quality over quantity is impactful for me. I try to identify key people I want to connect with (in advance when possible) and think of ways to cleverly engage with them; be genuine, ask meaningful questions, and listen actively. It's imperative to be mindful of energy levels going into these events, especially as an introvert. A well-balanced meal, hydrating and a good night's rest prior tend to help me sustain my energy more consistently. Physical well-being is crucial for maintaining energy and focus throughout the event.
Plan ahead! Reach out to your LinkedIn network to find out who you know going. And tell your network who you want to meet there. Study the agenda and the exhibitor list and plan a hit list of what you want to listen to, which exhibitors you want to check out. I recent started to use an app To-do-list where I added my event schedule in day by day, hour by hour and it helped keep me on track.
As an introvert, I have been unable to get much out of industry events, unless 1. People come to me 2. I greet and meet people who I already know are attending and are my targets. I seek them out. 3. I know which of my targets are attending and I have already fixed up meetings with them at the venue before the event The first happens when I am a speaker at the event. I have been a speaker at scores of events and this was good. The second and third happen because the events usually publish exhibitor, speaker and attendee lists and so you know what to do before the event! No need for discovery at the event! Random “networking” hasn’t worked for me
- set the clear direction and trust in project and in yourself. - skillful leadership and willingness to learn every opportunity. - accountability and responsibility. - be honest to everyone, be passionate about your profession. - remember facts and figures don't lie.
Setting a goal is important, as well as setting systems up to measure against those goals. I always create a new base in my project management system and take down notes about each of my meetings at conferences, whether they are pre-scheduled or chance meetings. I also record the session or location I met them in. It helps me to go back and see that, even if I didn’t necessarily have “success” at one session, the conference as a whole may have been worth it.
Once you have your goals, you should plan your schedule accordingly. Research the agenda, speakers, exhibitors, and attendees of the event and identify the ones that match your interests and objectives. Create a realistic and flexible itinerary that includes the sessions, meetings, and networking opportunities that you want to attend. Don't forget to leave some room for breaks, travel, and unexpected changes. You can use apps, calendars, or notebooks to organize your schedule and set reminders or notifications.
I'm old school, and I prefer having a notebook and event printouts. Most events provide a program or agenda where you can take notes directly. Here are some steps I like to take in advance to make the most of my time and schedule: - Plan which sessions to attend and outline clear objectives. - Write down your questions for Q&A directly in the session section of your program so they're readily available. - Share your attendance plans with your community and network in advance to see if anyone wants to connect over a coffee or meal. - Organize your breaks to align with your networking goals and potential connections. - Consider hiring a photographer for a couple of hours to capture content for your marketing. - Include a fun, personal goal.
Many conferences these days have apps, its important to setup your app in advance, upload a profile picture, favourite the booths you want to visit and reach out and say 'hello' to key contacts you want to connect with over the app in advance of the event. This puts you on their radar and reduces the awkwardness in person when you meet for the first time.
Color-coding your calendar depending on the different types is helpful for me; for example, a networking event is a bright color because I know I’ll have to be “on” in a different way than I would at a keynote.
Another way to boost your productivity at industry events is to prepare your materials in advance. This includes your business cards, brochures, flyers, samples, or demos that you want to share with others. Make sure they are updated, accurate, and professional. You should also prepare your elevator pitch, which is a short and catchy introduction of yourself and your business that you can use to spark conversations and connections. Practice your pitch and tailor it to different audiences and scenarios.
Business cards are a must, share them and drop them everywhere. You may also want to consider creating a visual post on LinkedIn prior to the event to share with your network that you'll be there and to reach out on the app or via email should they wish to connect. Conferences are a great opportunity to connect IRL with your digital LinkedIn network which will foster deeper, more meaningful bi-directional relationships.
I like to connect with folks on LinkedIn, in real time with a personalized message about the meeting or encounter! It is helpful for me to continue associate a face and name.
The most important part of any industry event is the engagement. You should be proactive and friendly in initiating and maintaining conversations with other attendees, speakers, exhibitors, and organizers. Ask open-ended questions, listen actively, share your insights, and offer value. You should also collect and exchange contact information and follow up with the people you meet within 24 hours. Send a personalized email, message, or call to express your appreciation, interest, or offer. This will help you build rapport, trust, and relationships.
I'd actually suggest the opposite and recommend following up with potential clients or business partners much later after the conclusion of the conference. People are overwhelmed when they get back from conferences and need time to catch up on the backlog from their absence. Its best to follow up between 2-4 weeks after the event; not 24 hours.
Finally, you should make sure that you learn and apply the knowledge and skills that you gain from the industry events. Take notes, record audio, or snap photos of the key points, tips, or resources that you encounter. Review them after the event and identify the ones that are relevant and useful for your business. Implement them as soon as possible and track the results. You can also share your learnings with your team, peers, or mentors and get feedback or support.
In many ways, implementing what we've learned at a show or maintaining new relationships are often the most difficult parts of successful show participation. Yet, what we do back at the office may be the difference between show attendance and show success. To generate real action after the fact, write down three things you plan to do based on what you learned at the show. Check back on your note after a few weeks and again after a month. Making a commitment is your best shot at implementing new learnings or cultivating new relationships.
If they exist, go to the cocktail receptions. Always. Get a drink. You don’t have to drink it if you don’t want to. Talk to everyone you see. Introduce yourself. Shake their hand. Smile. Be genuinely interested in everyone you meet. Listen and encourage others to talk about themselves. Learn their story. Add value in every conversation for free. Free consulting. Free advice. Free introductions. Connect on LinkedIn. Keep it light. Your network will become abundant and opportunities will open for you naturally. Bonus - if there is a forum or conference, get on a panel. It positions you as an authority.
Here are a few more things to consider: 1. Get a list of attendees - people, companies, organizers. 2. Get their contact info - e-mail, website, etc. 3. Reach out to the most important ones on your selected list. 4. Set up meetings over a coup of tea or breakfast. Keep the meetings brief and focused. 5. Thank them for meeting with you. 6. Follow-up, follow-up. Pradeep Ganguly