Having a presence at select industry events can be important for your business…
As old-school as it may sound, becoming involved in conferences and trade events is an important component of establishing a growing business. That said, it typically isn’t the best use of your money and time to go to the mega-shows that are out there. They are expensive to attend, and small companies tend to get swallowed up in the noise and dwarfed by the scale. I’ve also found that at these types of shows, you can end up with more competitors than prospects coming to watch your presentation or visit your booth.
And that won’t do you a lot of good…
A better approach is to choose smaller events that are important to your target market. The theme of the conference should align well with your value proposition to the marketplace – that should be one of your top criteria. As you research potential conferences and events, the organizers will typically give you lists of the companies that have attended in the past. Remember that is only part of the story. Companies don’t come to these conferences – people do. If you plan on making your investment in the event a success, make sure your products or services will be relevant to the likely individuals that will be attending. Look into the specific sessions that are being held there to be sure the fit is good. Talk to some of your existing clients to see if they will be attending.
And if not, find out why…
My company InfoNgen is ramping up to participate at a series of conferences through the end of the year. The next one coming up is the Pharma CI Conference and Exhibition on September 15th.
It’s a perfect example of a highly focused event that is well aligned with the value we bring to the marketplace.
Beyond just having a booth at the conference, I will also be giving a keynote presentation on leveraging the web in the fight against Third World diseases. Looking for openings to actively participate at conferences is another way to engage with prospects and clients. Many conferences are looking for engaging panelists and speakers, and also have sponsorship opportunities that may offer the chance to network or present on a topic. The thing to remember here is that you should leave the hard-sell back at your show booth – that will be a turn off for most people. Instead, try to make a connection with your audience. Demonstrate that you understand the challenges they face, and explore new ways they can address them. Share their interest and passion, and be open to their comments and questions
If you do that successfully, they’ll show up at your booth when you’re done…