How to Get the Most Out of Business Events
JP Events & Consulting CEO Tina Johnson
Loudoun has a lot of excellent events where you can meet potential clients, investors and partners. How can you tell which one is worth the time away from your office? When is it a good idea to sponsor or exhibit at the event, and when should you just attend? Here’s some good advice from JP Events & Consulting CEO Tina Johnson.
Tina: as a small business owner myself, as well as an event planner and a consultant, here’s my advice about what to look for in a conference or trade show: relevancy, reputation and reviews.
- Relevancy – Is the event in your industry? Will there be potential customers there who can buy from you? If yes, you may want to consider exhibiting or sponsoring.
- Reputation and Reviews – Does the company putting on the event have a good reputation? Has it created top-notch events in the past? Do you know someone who’s worked with them in the past and can give you a review?
If you decide to cosponsor or exhibit at the event, make sure the event planner will be able to properly market it. Look at their social media and past media coverage:
- Active social media – Facebook and Twitter are a key part of any solid event marketing plan. Check out what they did to promote their last conference. Did they use their networks to add to the conversation, as well as increase the exposure of the event, speakers and attendees?
- Past media coverage – Was the event planner able to create a “buzz” in the media? If so, offer yourself as a possible interviewee as a way to get some free publicity!
Finally, consider who else is exhibiting and sponsoring. Will your competition be there? Make sure that the event attendees fall into one of your target categories: potential investors, potential clients, or potential partners.
Loudoun: Once a business has decided to sponsor an event, what is one tip on how to maximize that investment?
Tina: Get involved! Work with the marketing team to provide quotes and freebies, and offer to give interviews to the media. Also:
- Make a splash during the event. Have simple, catchy signage and flyers. Offer something tangible for the “swag bags.” Create an incentive for people to come by and visit with you.
- Prepare – practice your elevator speech!
- When the event is over, follow up! Grab and keep the attention of the lead!
- Attend an Event 101 Workshop from JPEvents and Consulting!
Loudoun: JP Events & Consulting is producing the Virginia Women’s Business Conference on November 20. Which sessions or speakers will be important for a small business owner to attend?
Tina: There is a specific track for entrepreneurs and business owners titled “Business 101” that would make sense for small business owners to take a look at.
Loudoun: Just for fun, what are some of the most memorable “swag” items you’ve seen from businesses exhibiting at your events?
Tina: Anything truly “tangible” is great! What attendees really want are unique and creative items in their swag bags. Popular items are BPA-free water bottles, universal phone chargers, and product samples. We suggest that companies consider including something related to the event. For example, at Epicurience, SRS provided lanyards with wine glass holders attached so that attendees didn’t have to hold their wine glass all day – very innovative and relevant!