Making the Most of Industry Conferences

The connections, the information, and the chance to learn from industry colleagues – nothing beats a well-organized conference for getting all three in just a couple of days. The trick is doing conferences right. Here are a few strategies for helping you make the most out of any conference.

Industry conferences sometimes seem designed to try one’s patience. Early morning flights through crowded security lines. Anonymous hotels in distant suburbs. Dull panels, broken up only by rubbery chicken and wilted salads for lunch. In a time of ever-advancing digital communication, the whole enterprise may seem slightly outmoded.

But I’ve found conferences to be some of the most productive and enjoyable parts of my job. The connections, the information, and the chance to learn from industry colleagues – nothing beats a well-organized conference for getting all three in just a couple of days.

The trick is doing conferences right. Here are a few strategies for helping you make the most out of any conference.

Choose Wisely

Sun Tzu said, “Every battle is won or lost before it’s ever fought.” The same is probably true about a conference.

Just as you would before selecting any provider, due diligence is critical. This doesn’t mean signing up religiously for the same event year in and year out. Preferences change and worthwhile contenders come on the scene. Speak to people who have been to the conferences you are considering. Look closely at lists of speakers and sponsors to see who has attracted a relevant audience. Ask conference organizers for a sample of last year’s list of attendees. Not all will provide one, but it’s a good opportunity to see who might be there.

Expand Your Network

While you should be learning daily from colleagues and through reading mutual fund industry blogs, articles and white papers, a good conference can present the opportunity to learn from experts in the industry. It also is an opportunity to meet many colleagues over a short period of time.

It’s understandable to be a bit hesitant to introduce yourself to new people at a conference and stick to your familiar social circle. However, consider the potential business opportunities you may be missing by not reaching out to fresh faces since just a few new connections can easily lead to many others.

Many conferences have hundreds of attendees, and chance encounters will only put you in contact with a couple dozen. Once you enroll, many conferences provide a full attendee list. On the flight down, highlight 10 or 15 people who you would like to meet. They will serve as focus points when you wander through a hall between panels or an opening cocktail hour.

If you are missing large portions of the priority after the first night, consider sending an email or LinkedIn message. Think about an informal setting for a meet up, perhaps during another happy hour, or plan a general area to be at a set time. This way you’ll still keep things casual, and meet someone who could be an important vendor or client in the future.

Position Yourself as an Expert

Attending a conference is an important first step in industry recognition. Many people are flummoxed on how to take the next step – actually being featured at a conference. Some opportunities on panels are filled through sponsorship. Speak to your marketing department if you think this is relevant to your firm. For other, non-paying opportunities, the key is developing a relationship with conference organizers.

Conference speaking slots are determined well in advance and are often drawn from experts the organizer knows from past events. Consider serving on a committee or subcommittee from the target organization. Strike up a conversation with a conference executive or event coordinator. Sometimes it can be as simple as, “I’ve really been enjoying the conference. I think next year a great panel could be focused on X topic. If you’re interested, I’d love to organize it.”

Meeting Regulators

At conferences, you’ll run into old friends, colleagues and competitors. You also have the opportunity to see another important part of the mutual fund industry: regulators. Conferences are an important part of agencies’ strategy to educate and inform stakeholders about forthcoming changes.

With the mutual fund industry changing rapidly, attending a conference may give you a front-row seat to upcoming regulatory changes. It may also be beneficial for operations teams to attend the conference, even if it is not directly targeted toward regulation. The relaxed setting of a conference presents an opportunity to speak to other firms about how they might be adjusting to regulatory requirements.

Get Out There

As with most things in life, attending a conference gets easier after you have done a few. While the first or second appearance can be intimidating, most attendees value the experience. Over time you realize conferences can be kind of fun and helpful for your continued success.

Tabb Forum: https://bit.ly/2ctdCPK