This is the time of year to put key dates on your calendar to attend events and conferences in order to continue growing your sales pipeline.
Often, political firms allocate a percentage of their marketing budget for the year to attend industry events and use that time to build relationships with those entering the space and grow relationships with existing acquaintances.
If a firm doesn’t maximize its attendance by promoting the event, effectively using the time while at the event, or slacking in follow-ups, the event budget may be all for naught. But if done right, conference attendance can pay off tenfold. Here are five ways to maximize your event attendance:
1. Do your research
At the beginning of the year, firm owners and marketing specialists need to sit down and figure out which events make sense to attend, how much they will cost, who will be there, and whom they should send.
When deciding which events to attend, firms should research the target market that has previously attended and see how that fits into their sales pipeline. For instance, if the event is solely policy-oriented, it wouldn’t make sense to send a team that focuses on advocacy and campaign work. If the event in question will have industry leaders who sell or contract services that you offer, you should attend the event and see how you can work together to serve your clients even better.
It’s important to send the right staff member to each event. Prospective customers want to have the individual who will be working with them the most be at an initial sales pitch to build trust. When clients are handed off, they’re most likely in good hands, but they feel that their service value and importance to the company has been reduced.
2. Set up those meetings in advance
It’s vital to event success to set up meetings with fellow attendees to maximize your time and spending. Even if you reach out to ask a contact if they’re attending and they’re not, it’s a follow-up that keeps you top of mind at that moment and the recipient will feel valued that you have thought of them.
Go beyond just the casual “see you there” and set up a time and place to sit down and have a conversation. Once you’re at an event you’ll notice unexpected interactions will take your remaining time and you won’t prioritize a casual meetup.
3. Let others know you are going
Now that you have researched the event and set up meetings with friends you know in the industry and potential clients, you’ll want to share that your firm is among the industry’s finest on social media. Showing prospects that you’re attending an event showcasing industry leaders increases your firm’s brand recognition and confidence in the services you offer.
Be sure to include your logo and the event logo in all your marketing so that you are tied to an accredited leader and have everyone you know share your posts highlighting your future attendance. You can be found by other event attendees through the event hashtag, which can create additional meeting opportunities.
4. Hand out all of your business cards and don’t miss the networking hours
You have hundreds of business cards, why come home with any? As a firm owner or marketing specialist you’re naturally competitive and apt to sell your firm so there’s no better way to win your day than to set a goal to hand out every business card you have. Business cards have no use in your desk drawer — stock up on business cards before each event and hand out your card like it is parade candy.
On the flip side, ask for every attendee’s business card. It shows you care about the interaction and can aid in your follow-up. The industry is unique in that you never know who will develop the next form of voter contact or technology that will advance policy, so keep your business cards in a safe place, or better yet, upload them to a CRM. This is another reason to attend every social hour that the event hosts put on so that you don’t miss out on a great connection.
5. Don’t neglect the follow up
After each event, you’ll want to send an email or handwritten letter thanking the hosts of the event. It shows you value the experience and helps you stand out from other attendees. Arguably, the most important part of an event is the follow-up. Staying in touch with individuals you meet and building a relationship is vital to spreading your firm’s mission and increasing potential business opportunities in the future.
If you have the budget, order custom gifts for individuals you had a great conversation with at an event. If they talked about an issue they face, think of gifts that will show them you care and listened to their concerns.
At events, you want to build relationships, not sell a service. Many firms and consultants in the industry sell a similar service with a slight deviation in the market. When solid relationships are built, the potential client won’t care about a slight difference in cost. They’re going to go to the individual whom they’ve built a solid connection with who provides top-tier customer service.
Morgan Bonwell is the Founder and CEO at Right Strategies, a conservative consulting firm dedicated to helping first-time candidates run for office, amplify their message, and win. Bonwell resides in Altoona, Iowa with her husband Michael, children Beau and Ellie, and dogs Maudie and Maverick.
