Today we can do almost everything online.  We can buy shoes, pay bills, watch TV, and even make new friends and business contacts.  Using the internet to do business can be a huge savings in overhead and resources, but can it replace the good old fashioned face-to-face contact? I think not.

            There is something to be said about feeling the firmness of another person’s handshake and looking them in the eye when you speak to them.  But how can small and medium business owners make all of these in-person connections when times are tight?

            Convention exhibiting is a power-packed way to make new contacts and do business with existing clients all in a few days time without taking multiple trips around the globe.  Conventions also enable companies to have a brand presence, showcase their best people, and keep tabs on industry trends and education opportunities – all in one location.

            When times get tight, conventions and business travel often get axed from the necessary budget items.  But remember, that when a regularly attending company doesn’t show up to a major industry event, eyebrows are raised and the lack of presence can often lead to customer and industry speculation regarding the well-being of the company. 

Here are a few ways to master conventions on a budget:

«     Exhibit smaller – If your company usually brings a 20×20 booth to the exhibit hall, downsize to a table top booth or a banner.  This will not only save on space costs, but it will also cut down on shipping and drayage fees.

«     Downgrade sponsorships – If you’ve typically been the platinum sponsor of the convention, consider sponsoring a break-out session or a cocktail hour instead. If you want to go even smaller, it does not hurt to drop the sponsorship all together and stick with an exhibit booth only.  The most important thing is that your company is there.  Once you get there, it is up to you how you optimize your time.

«     Maximize staffing – Many companies send an army of people to the convention when they could get just as much done by sending two or three of their best employees.  Take a solid look at who has the most contacts at the convention, who has the most experience in an exhibitor setting and who can afford to be out of the office for a few days without bringing operations to a halt. 

«     Plan of attack - All conventions distribute a schedule of events and attendee lists weeks in advance. The designated convention attendees should look at the schedule and circle the events they want to attend, preferably dividing themselves among different events if some overlap.  Reach out to existing customers and targeted contacts in advance to get meeting time on the calendar prior to the event. Convention days can be 12-16-hour days, but they can be extremely fruitful if planned appropriately.

«     Give-away items – Most companies have small gifts or trinkets to give away to customers at meetings or at the exhibit booth during a convention.  Rather than giving the high-end stainless-steel travel mug, consider a medium-grade pen.  The pens are likely less expensive, and will also lower the cost of shipping. 

«     Go digital – Rather than paying to print all of your company’s collateral pieces, save them to a thumb drive and distribute the information that way.  The thumb drive is easier for your customers to carry and can also double as your give-away item.

«     Know your surroundings – Before you go to the convention, research the hotel and its surrounding.  Is it cheaper to rent a car than to take a cab back and forth to the airport?  Are there good restaurants for entertaining clients in the area? If you wait until the last minute to get a dinner reservation in an area where a big convention is being held, you may be out of luck.  Hotel restaurants are typically more expensive than off-site restaurants.

«     Plan six months ahead – Booking your exhibit space, flight and hotel reservations in advance always lead to discounts over last-minute bookings.  What’s more, convention organizers often offer exhibit discounts on utilities and furnishings for booth space if you place orders far in advance. 

«     Strategize to publicize – Are there media attending? Do you want to host a press conference?  Do you want to make a major announcement at the convention?  Do you want the convention attendees to know about your product before they ever arrive at the convention? Find out what influencers will be there, what media resources are available and time your publicity attack accordingly.

For more information about conventions, exhibiting and meeting strategies, contact us at info@consultmyagent.com