Get the Most Out of Trade Shows and Conferences

For several years, companies have been cutting back on the amount of trade shows and conferences that they participate in. They have also been cutting the number of people that they send. With the economy making a slow recovery, conferences are now coming back up as a line item budget. It’s hard to justify the expense of the registration plus the travel. However, with some planning, attendance at a conference may be exactly the boost that your station’s bottom line needs. Following are some different areas to think about in planning your attendance at a trade show or conference.

Face-to-face meetings

Going to trade shows gives you the opportunity to meet with people that you may not necessarily have the funding to travel and meet with otherwise. The multitude of contacts that you can arrange meetings with abound: clients, colleagues, mentors, mentees, marketing, and media.

There are wonderful tools like email and the phone that help advance business goals and make getting things like sales done more efficiently. However, there simply is no replacement for the personal relationships that develop when meeting people outside of the normal day-to-day routine. A camaraderie evolves that aids in attaining business goals in the future when you need to deal with those people again.

The key is to find out who is going to the same show and arrange meetings in advance. Too many times people think, “I’ll meet up with so-and-so there.” And, it doesn’t happen because time goes by so quickly.

Networking Events

New contacts can be made and existing contacts bolstered when you spend time going to networking events. Who knows, that one person you’ve been wanting to meet in person for a long time might just happen to be at the same event you decide to go to. Look at the conference schedule ahead of time to see what events are being planned. Also, keep an eye out for the receptions and events that happen that are not published because they are last minute. Some are invitation only so be sure to find that out.

Learning

The main purpose of creating conferences is to educate the industry on topics that are timely and relevant. Much thought goes into arranging speakers and sessions. Look at the conference schedule ahead of time and plan what sessions you will attend. This will also give you the time frames when you can arrange meetings and attend networking events.

Technology

Arrange time to meet with technology companies to see what they have planned that could increase your sales and reduce your station’s costs. Vendors are at the show to create solutions for companies. They work hard to solve issues. If you have a specific issue, bring it to a company and brainstorm. You might be surprised at the plethora of different solutions that are sparked.

Check Out Competition

Let’s be honest: we all have to keep an eye on our competition so that we can stay ahead of them. Trade shows are a wonderful mechanism to doing just that. Set aside time to see what your competition is doing and how it could affect how you are doing business, if at all. Doing this keeps a company from being surprised or blindsided by competitor’s announcements.

Awards programs

Winning awards helps with morale and selling spots. Plan on entering and attending awards programs at trade shows and conferences. Be sure to take photos and grab a pocket video camera. This can give even more longevity to your conference attendance by creating content for your status updates and websites.

There is no replacement for the relationships and spontaneous ideas that germinate when attending trade shows and conferences. If you follow a plan, you can get the most out of trade shows and conferences so that they contribute to your station’s bottom line.

NOTE: Lauren Originals, Inc., corporate headquarters for LOI International, has a Lauren Signature program for trade show success called Ready? Set. Show! Find more info at www.ready-set-show.com.

Long Live Weeds

Be Bold, Advertise, and Grow Anyway!

I was driving down a busy road one day. As I slowed down for a stop sign, something stood out at me. I’d probably passed it a dozen times in a week and paid absolutely no attention to it. Right there in the middle of the road between the asphalt and cement that makes up the median, was a single weed. It was growing and prospering right there in the middle of traffic surrounded by hot conditions and nothing that would appear to be of any nutrient value that would help it grow. But, that darned weed was standing tall and growing anyway.

It made me think about the business environment we’re currently faced with. What a bleak picture many people are painting today. There are regulatory battles on top of an economic downturn that has lead to reductions in forces because advertisers aren’t marketing themselves. On the backend, companies aren’t investing in capital because they’re scared they aren’t going to make the next numbers promised to shareholders. This means vendors are struggling which, in turn, equals more layoffs at manufacturing plants, less money being spent on marketing, and publications folding and struggling. The bottom line is: we need more weeds that will stand tall, be bold, and grow anyway.

Many companies want to spend their entire budget on PR because we don’t have enough for advertising. What they have to realize is this: you have NO CHANCE of getting any articles placed in media IF THEY DON’T EXIST. Develop a real strategy that includes both. Publications folding mean less education, less discussion and debate on the best technologies, and less opportunity for manufacturers to showcase the products they spend lot of time and money to develop. Grow some roots.

While this picture seems pretty grim, think of it as a transitional phase— when a few innovative folks that understand media, embrace new ideas, and implement them. Some are out there doing this. But, we need more weeds.

The slashing and burning to survive has to stop. At some point in time, seeds have to be planted, roots need to take hold, and we have to grow— no matter how lousy the forecast may be. No matter how stark the conditions, focus on the strategy that you knew would gain you market share. No matter what storms loom in the distance, get out there and market yourself. No matter how treacherous the terrain, continue advertising. Even when you’re doused with more entities trying to beat you down, stand up and grow anyway. BE the weed.

Long live the weeds!