THE MAIN EVENT several hours, there is a tendency to dou- ble-down on the comfort one can control, which usually involves dress and demeanor. There’s no doubt that a loose-fitting outfit and an early-morning mimosa (or two) takes away some of the irritations of travel, but if you’re heading to the airport in shorts and a tee-shirt with a head full of bubbly, you’re already starting your convention experience incorrectly. The movie cliché involving a manic driver late to a meeting, weaving in and out of traf- fic, directing choice gestures at other drivers, just to arrive on time and realize the guy he cut off is the same guy he’s delivering a sales presentation to is exaggerated, but true. When you’re making your way through the airport, the convention is already under way. Every interaction should be treated as potential business, and this means dressing and acting as you would on the convention floor and ensuring your conduct and attire remain professional — because you don’t know who is who. Meetings have been scheduled in the air- port Starbucks line, so while the inclination may be to travel in a relaxed fashion in com- fortable attire, most working professionals will tell you they would trade a few unpleas- ant hours for a newly minted contract. Exhibit A For many companies, a large portion of their annual budget — as well as their time — is dedicated to their annual con- ference or convention. While investing in a sponsorship that involves a booth setup in the exhibit area can prove costly, it can also prove lucrative when the convention floor closes. A booth gives your company a physi- cal presence throughout the convention and exponentially increases your visi- bility. As opposed to conversations and business card exchanges, you have an area replete with banners, boards detail- ing your products or services and — of WWW.ALOA.ORG It is one thing to work a room at a local industry function, but it’s another animal entirely when working the convention or conference floor, surrounded by hundreds — if not thousands — of likeminded individuals. course — your carefully chosen conven- tion representatives. Curiosity will oſten bring attendees to your booth to see what you’re all about, and as such, you should guarantee that it is managed by your most customer-service- savvy staff. Arrive early each day to make sure everything is in working order by the time the convention opens. Create a schedule with time blocks that correspond with the daily convention activities so you can plan one-on-one meetings with any potential clients away from the hustle and bustle of the booth. Augment Your Experience: Deliver a Workshop A superb way to create some buzz around the convention is to deliver a presentation or workshop. One great aspect of these events is that there is constantly something going on, from quick informational sessions to multi-hour seminars — and oſten, orga- nizers are looking for individuals to fill out their extensive schedules. If this opportunity is available, it should be considered a must. Attendees can read about your expertise or services, but there is no better way to get your ideas to stick than delivering a presentation. These workshops should be formatted as content-driven and informational — not as an in-person ad- vertorial. Pique your audience’s interest by offering a solution to their problems or an approach to make their lives easier and your skills will prove impactful — and po- tentially profitable. Use your platform as an in-person sales pitch and your efforts will go unnoticed. The Convention Is Over, but Networking Has Just Begun You return home exhausted from multiple days of non-stop presentations, long hours working the booth in the exhibit area and networking with your colleagues in the in- dustry — but your work has only just begun. It seems like a simple concept — follow- up — but it’s astounding how many profes- sionals believe their face-to-face efforts will be enough to immediately lead to a wind- fall of new business. Your mindset upon returning home should be one of ‘they met me, and they met my competition.’ Separate yourself from the pack. Email your new contacts and convey how much you appre- ciated their time during such a busy event, and offer dates and times to continue your conversation. Twiddling your thumbs and waiting for the phone to ring oſten results in a net-zero gain — proactivity is the key to new clientele. Regardless of your industry, or your sta- tus within it, your calendar should be high- lighted with the dates that you’re attending their annual conference or convention. The potential to recruit new clients and custom- ers or craſt longstanding relationships is boundless, and will boost your standing as a company or individual. Networking is a cornerstone of business, and a convention or conference is the premier medium to make the most of your efforts. Russell Trahan is President of PR/PR, a boutique public relations agency specializing in positioning clients in front of their target audience in print and online. PR/PR represents experts of all kinds who are seeking national exposure for their business or organization. FEBRUARY 2015 KEYNOTES 13
