According to this article, the
event and trade show industry has gathered $13 billion in revenue in 2012. The
goal of the article is to present different ways to guarantee the success of attending
events.
Networking
Meeting people belonging to the
same industry can be very enriching and meaningful. However, networking is not
just a matter of shaking hands or distributing business cards. It is more
coherent to prepare some easy but relevant questions to ask such as the person’s
company, their role and the reason for attending the event. People are more likely
to talk about what they do in their business. Those trivial questions aim at
breaking the ice without anyone to notice it, to implement a real conversation
about any common grounds. The notion of “elevator pitch” is here very important
and attendees should have it prepared (30 seconds about you with the most
relevant information).
Generate leads
As a member of a company, it can be
great to show that there is a real return on investment (ROI) participating to
this event. Coming back with loads of contacts in sales or marketing is a good
thing. People are talking about their companies; this is the right time to
present your own with its products and services. Getting leads is linked to
networking. A casual conversation can look like a sales call and can be
determinant. However, it is really important not to forget the follow-up after
the event. A call or an email with the specific details can conclude a deal.
People like to have attention on them and follow-ups are part of this.
Close a deal
Some attendees expect to close
deals right during the event. To do so, people have to look carefully at the
participants. Social media are useful tools to learn more about it; LinkedIn
Events or Twitter for instance. You also have to specify that your organization
is attending. The after-event will be easier while all the people will be
registered on a single platform. People will see that you are coming and you
will be able to see that other people have confirmed their presence.
Anticipating an event is the greatest solution to make efficient deals.
Establish a co-marketing partnership
Some companies are willing to
establish co-marketing partnerships in order to collaborate on promotional
efforts. Mutual benefits can come up but it is hard to do so if you do not know
well the people of the industry. The event industry is quite “small” in the
sense that it is really easy to know everyone but also very hard to get real
connections. The best partners are those who share the same goals.
Discover new tools, technologies, and software
Some events have dedicated spots
for exhibitors and vendors. When attending to an event, it can be useful to check
which exhibitors will be present and if there can be any interest for you or
for them. Meeting new firms can help you gain in terms of efficiency or work
methods. Attendees should be aware of what is surrounding them during a trade
show. The booths, the organization… everything can be helpful with your own
company.
Attend conference parties
Happy hour, some kind of afterwork,
post-conference events… These kinds of side events are less formal and can give
different opportunities. Talking with people is enriching even if this is not
just about businesses. Relationships can be created and maintained afterwards.
Educate yourself
Attending an event should be
educative. You can come back with presentations, new ideas… The most important
thing is to come to the event with a set of expectations. It is important to
gather relevant information and deliverables to be shared with your company.
Educate others
Afterwards, you will be able to
teach others what you came up with during the event through live-blogging,
live-tweeting or by adopting a consultant position with helpful content while
networking with colleagues for instance.
Get some sleep!
Huge events are full of interesting
topics, conferences and workshops. However, trying to do everything can make
you burning out. Schedule is important, so is planning your program.
Through these pieces of advice,
Rachel Sprung helped us understand the importance of being present while
belonging to the event industry. You cannot be successful alone in this kind of
sector. People and networking are mattering. The event industry raked in a lot
of money because this is at the heart of our society. People have to share with
others in order to educate, to sell, to be seen and to develop. Companies need
to be visible and trade shows are a solution that have to be taken in account.
Source: http://blog.hubspot.com/9-ways-to-make-industry-events-worthwhile
Article written by Rachel Sprung, March 21, 2013
Keywords: #eventindustry, #tips, #networking, #leads, #partnerships, #education
By Solenne ANNOUSSAMY & Juliette COURTY-GARNIER
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