Next week I’m heading to the National Entrepreneurs Convention to learn, to network, to PR the whole shebang and…to exhibit.
I might even snaffle an award, you never know! Which got me thinking as I DO know something will happen next week which blows my tiny mind.
You see, businesses spend thousands of pounds on events and then do the square root of b*gger all with them.
They book the stand. Buy the ticket. Print the brochures. Order 500 branded pens nobody wants. Then they turn up and wait. That’s not marketing. That’s an incredibly expensive way to collect a lanyard.
Whether you’re exhibiting, speaking, sponsoring or simply attending, the biggest opportunity isn’t necessarily what happens at the event. It’s what you can make happen BECAUSE of the event. And that starts before you’ve even arrived.
BEFORE: Don’t Just Announce You’re Going
“Come and see us on stand 47.” Why?
Give people a reason to find you. Tell customers you’re going. Tell prospects. Tell your network. Find out who else is attending and get conversations started BEFORE everyone arrives.
If there’s somebody you’ve wanted to meet for six months and they’re going to be in the same building as you, don’t leave it to chance. Book the coffee.
Got a speaking slot? Milk it. A speaking slot isn’t just 20 minutes on stage. It’s credibility before the event, authority while you’re there and content afterwards. Tell people. Tell the organisers. Tell the media. Tell your database. You’ve earned the stage, so use it.
And don’t forget the media opportunity before the doors even open. Who are the media partners? Which trade publications are attending? Who is producing the show guide, podcast, newsletter or video content? They all need stories and you’ve already got a reason to contact them.
DURING: Stop Thinking Only About Leads
Yes, leads matter. But if that’s all you’re looking for, you’re missing half the value.
Look around. Who could you collaborate with? Who could refer you? Who would make a great podcast guest? What is everyone talking about? What are people worried about? What does everybody suddenly seem excited about?
There’s your content. There’s your PR. There’s your next conversation. And for goodness’ sake, TAKE SOME DECENT PHOTOS.
If you’re speaking, get the audience in shot. A photo of you standing next to a pull-up banner proves you were there. A photo of you addressing a packed room proves people were listening. Big difference.
Grab video too. Talk to interesting people. Share what you’re actually learning rather than posting another “Great to be at [INSERT EVENT] today!”
We know. We can see the lanyard. Give us something interesting.
AFTER: This Is Where Most Businesses Blow It
The exhibition finishes, everyone drives home and LinkedIn fills up with the inevitable “What an AMAZING couple of days! So many fantastic conversations! Already looking forward to next year!” And that’s it. Why?
You’ve just spent a day or two surrounded by customers, prospects, experts, competitors, journalists and industry leaders. You’ve heard what people are talking about, spotted trends, taken photos, had conversations and probably learned something useful. USE IT.
Turn what you learned into a newsletter. Turn the big themes into LinkedIn posts. Turn your presentation into articles. Turn a strong opinion into a media pitch. Follow up with the journalist you met. Message the person you promised you’d have a coffee with. Use the photos, video and credibility you’ve just created.
One decent event should be able to feed your marketing for WEEKS.
Don’t Attend. Leverage.
That’s what I’ll be trying to do at the National Entrepreneurs Convention next week. I’ll be meeting people, looking for stories, taking photos, gathering ideas, having conversations and seeing what opportunities I can create from being in that room.
Because an exhibition, conference or convention isn’t the campaign. It’s raw material for the campaign.
So next time you book the ticket, the stand or the speaking slot, don’t just ask what you’re going to do at the event.
Ask a much better question: How much can we squeeze out of it?
Before. During. After. Make a proper exhibition of yourself. And whatever you do, don’t just “stand” there.
Sorry. Couldn’t resist.
GS