Pre-Schedule Meetings to get the Most from Your Trade Shows and In-Person Events

Trade shows, conferences and corporate events offer you opportunities to connect beyond the show floor, lobby or stage. With some advance preparation you can get the most from your participation in live events and attain a greater ROI in the process.

We register for a trade show or event and then expect to connect with attendees once we get to our destination.?The fact is that attendees have limited free time during an event. They are involved in sessions, walking the exhibit hall, checking-in with the office back home…you get the idea. While ad hoc meetings are added on-site, they must compete with dueling schedules to make it onto your calendar and theirs. To be sure you don’t miss quality time with your top customers, prospects and colleagues, you need to secure meetings BEFORE the show. It sounds simple, but is often overlooked.

Set meeting goals six to eight weeks prior, block time to really think about who you want to connect with during the event. Who do you want to meet in person that you have only met digitally? Which clients do you need to learn more from to know how you can better serve their current or future needs? Who are the influencers you need to meet with to close a deal? What new partners are you seeking to grow your business? Also, using a tool like Calendly or Chili Piper can really help empower your prospects by allowing them to schedule a meeting with you that fits their schedule and yours

Create a target list based on your meeting goals, start by casting a wide net of clients and prospects. Get a list of your top customers. Add customers and prospects locally where the event is scheduled to take place. Ask event management for a list of who has registered to attend the event. Add the contacts you met at last year’s event if you want to reconnect. Review the exhibitor and sponsor lists. Seek your connections on LinkedIn, click on “search with filters” to find contacts by connection type, location, or company name. Then drill down and finalize your target list of top priorities.

Your time is valuable, so quality meetings are more important than quantity interactions. Select the best meeting method depending on your goals, you may choose to schedule one-on-one appointments or host a group. One-on-one appointments involve anything from coffee, cocktails or a meal.

If your meeting requires privacy or anonymity, you should reserve an appropriate meeting place. A hotel board meeting room or suite may be your best option. If you prefer to thank customers and colleagues and entertain new prospects, it may make more sense to host a group. If the event is held in a hotel, a hospitality suite offers your audience light refreshments, easy access and the freedom to stop in during a range of time. If your budget allows for a reception or a meal, you’ll need to source and secure a venue.

Sponsorship packages offer you the opportunity to be recognized by a larger audience and provide value to your prospects and customers. Sponsorships often include a number of tickets for you to distribute or a table for you to host your guests. Send out an invitation as an exhibitor, you may receive VIP passes to distribute for the show floor. Offer to register your contacts so you know who plans to attend. You can then follow through with your one-on-one or group invitation.

The key is for your customers and prospects to lock in time with you in advance. Invitations should be sent by email, social media, mail or a simple phone call at least four or five weeks prior to the show or event. Follow up three weeks in advance with anyone who did not respond. Resend your invitation and make phone calls to finalize your appointment and/or attendance lists. Use your trade shows and events to connect on a personal level by pre-scheduling face-to-face meeting time with your top customers, prospects and colleagues.