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August 19, 2019 Content Chat Recap: How To Get The Most Out Of Attending An Industry Conference

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Following last week’s discussion of how to make that industry conference worth your marketing budget dollars, in this #ContentChat we share tips on how to get the most out of attending an industry conference. If you’re headed to CMWorld next month, check out this recap now for insider tips for you to make the most out of your time there (and any conferences you attend).

Q1: Is attending marketing industry conferences part of your annual professional development plan and budget each year?

Industry conferences can be incredibly valuable for attendees, and many of our community members work for companies that recognize and budget for this.

For non-profits, companies where budgets are tight, or solopreneurs, though, conferences may not be prioritized because of costs or other commitments. Some of our community members have attended conferences on their own time and dime because they know the value of conferences, which opens a larger question about whether your employer is investing in your professional development.

When company-paid attendance is not an option, volunteering could get you in the door, and driving/carpooling and hotel room sharing could cut costs.

Q2: What are the benefits and drawbacks of attending smaller regional marketing industry conferences and events?

Smaller regional marketing industry conferences have plenty of benefits: lower costs (travel, attendance), greater likelihood of 1:1 networking, and the local angle could mean a more relevant group of attendees or topics of discussion.

Local events are not without their drawbacks, though. The speaker roster may feature as many “big names” (which could actually be a positive), these conferences are usually shorter with fewer sessions, and there will likely be less diversity in the crowd.

One of the biggest hurdles with regional events is awareness. Let’s change that! Use Erika’s tweet below and share your list of must-attend regional conferences.

Q3: What are the benefits and drawbacks of traveling to attend large national or international marketing industry conferences and events?

The drawbacks of regional conferences are, unsurprisingly, the strengths of bigger conferences. You’ll see a greater diversity of attendees, well-known speakers and subject matter experts, and the destinations are usually more noteworthy.

That said, larger conferences are more costly, the presentations can get repetitive, it can be easier to get lost in the sea of attendees, and the time commitment could cut into work priorities.

Q4: How do you handle your work obligations when attending an industry event?

If you’re going to a conference, you should do everything you can to make the most out of the experience. Plan your workload leading up to the event, delegate any tasks for during the event, and set up your OOO so you can (ideally) focus solely on the event.

Best intentions aside, work priorities will creep up during a conference. Use times between sessions to respond to emails or make calls as needed. We do not recommend scheduling any calls during the conference, but you can take urgent calls as needed.

Q5: It’s easy to get caught up in the excitement of an event and go home with the event afterglow but no tangible outcomes or next steps. How can you avoid that happening?

Pre-conference planning is the key to success. Set goals for the conference and keep them top-of-mind when you’re there and deciding what to do.

Take notes during sessions and review your notes each day or after the conference to resurface key takeaways and action items. Share your notes with your team so they can also reap the benefits of the conference. Or, extra credit for Emilie, create a recap presentation for your team.

Connect on social with anyone you met at the conference, or email them and call out a reason why you’re glad you two connected at the conference.

Q6: When attending an industry event with colleagues or many industry friends, what do you do to ensure you expand your connections instead of just reinforcing your existing relationships?

Pre-conference: Use the conference hashtag and social channel(s) to start networking with other attendees and identifying the brands you want to connect with. The goal is to start building a connection and ideally set up a meeting for during the conference.

During conference: Tag along with a great networker, proactively seek out groups you don’t recognize or people sitting alone, and remember that a simple smile and handshake can go a long way. Happy hours are the perfect environment for getting comfortable with chatting with random people.

Whether it’s at the conference or an associated event, set a 2-minute mental timer to keep you focused on meeting as many people as possible.

If you have teammates at the conference, divide and conquer for the sessions and limit the amount of time you spend with your team outside of sessions.

Q7: I’m an introvert, and am shy about walking up to strangers at an industry event. What are your tips for low-stress ways to find my tribe at an industry event?

Setting goals is a great way to put more importance behind your networking.

As mentioned earlier, research attendees and start making connections on social media ahead of the conference. Communities like #ContentChat are the perfect place to meet people ahead of time.

At the conference, exchanging business cards is an easy, low-stress way of making connections (just be sure to nurture them from there). LinkedIn also has a “find nearby” feature so you can better target your strategy.

When starting conversations, try to draw on a common experience you shared, like a session you both attended, or if you’re able to identify that they live in a city near yours.

If you find difficulty breaking through at large conferences, start at smaller, regional events to get more comfortable and practice your networking skills.

Find sessions that invite conversation, like small group discussions or sessions with Q&A that you can chime in during.

Finally, consider having a prop or creative asset with you to inspire conversation, as Carmen mentions below.

Q8: What are some of your top tips for making the most out of attending a marketing industry event?

A few tips that resurfaced from earlier: Set goals for your conference attendance (we cannot stress this enough), stay present during the conference (avoid work as much as possible), have a game-plan on what sessions you and your team will attend, and nurture relationships on social media or email after the conference.

Other tips: Bring healthy snacks, pack for all weather possibilities, keep an open mind as you join sessions, explore the host city, find opportunities to become more involved (like co-hosting a party, speaking at the conference, or volunteering), and find opportunities to start conversations wherever you are.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

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