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Conventions, trade shows, expositions—most of us in the HR world attend at least one of these large-scale events in our professional lives. I attend more than my share either as an exhibitor, attendee, or presenter. I’ve learned some things about how to get the most out of such events regardless of which role I serve. Here are some of my lessons learned, with hopes that they help you get the most out of the next one you attend.
Preparation prior to the event is key to getting the most from the event. Thoroughly research the venue—the offered programs and expected exhibitors. Usually an exposition is preceded by several versions of pre-event notices, with the greatest level of detail closer to the event. From detailed print and online program planners you learn who is expected to exhibit and present, to what audience the event is targeted, and, if written well, what educational opportunities and results to expect. This is where your preparation pays off.
Determine why you are attending the convention and what you want to get out of it. When you know your purpose, you can map your plan to fulfill your purpose. Identify the exhibitors, speakers, educational sessions, and other activities that tie into your purpose. If you have a problem to solve in your organization, line-up the resources that will be available at the show that will help you solve your problem. If you anticipate an organizational change or seek a career switch, plan your strategy to maximize the resources and contacts you will encounter at the event. If your boss told you to go or you get the offer to replace someone else at the last minute, look over the program to see what most interests and benefits you in your immediate position, as well as what you can bring back to share with others.
Mark-up the program or lay out a daily agenda for yourself so you can see where times might overlap, or where you might be heavy in a topic area and light in another. If you attend with others in your organization, compare your agendas and plan to cover as broad a scope as is feasible. If each of you attends different sessions and makes contact with different exhibitors to get their materials, you can combine everything back home and establish a more-thorough library of resources from that event.
Contact a particular exhibitor or presenter ahead of time if there is someone or some organization you especially want to spend time with. Participants appreciate having solid leads and contacts on which to focus their limited resources. Make sure you schedule face time that is away from exhibition and presentation time if you expect to focus on your needs.
Pack an empty bag, and make sure you have one less than the allowed carry-on or checked baggage maximum when you go. You will return with brochures, handouts, program books, promotional items, and other “stuff” that will not fit in the primary luggage you packed. Have comfortable walking shoes—even in a business suit environment. Pack a badge holder with a pocket for cards and a slot for a pen, or borrow one from someone who has one to spare. You never know what kind of badge holder you will receive at the conference and you want something you can easily slip business cards and a pen into. Of course, bring a note pad of your own.
I write contact information and notes about exhibitors and presenters all on my note pad, even if I collect business cards. Those business cards have a way of dropping out of a pile or landing in a pocket that does not get checked again until after the dry cleaner has shredded the cardstock. Anyone I really want to contact later gets noted in my notebook. That notebook (usually) does not get misplaced. I have also learned to ask anyone shoving their catalog or brochure into my hands if their website has the information that is printed in the publication they are handing me. Most of the time the information I need is online and I do not have to lug around their catalog. That leaves more room in my bag for those cool promotional items the exhibitors typically offer.
Educational sessions are usually overviews. Do not expect levels of detail that will earn you Continuing Education Units (CEUs) unless you attend pre-conference or half-day (or longer) sessions specifically geared towards such credit. Educational sessions are typically one-hour or 90-minute seminars and not a lot can get addressed in that short a time. Make the most of the seminars by selecting the ones that most meet your needs and purpose (which should be clear from descriptions and learning objectives), and by checking with the presenter (or speaker, trainer, facilitator…whatever the title) as to whether you can contact them later for additional clarification. Or to hire them to come to your organization to give a more in-depth program (shameless promotional hint from me here). These sessions are where, if you travel with others from your organization, spreading out and taking different sessions that run concurrently benefits your organization in that you take home a broader range of materials and information.
Take time to relax and enjoy the surrounding area. Convention and visitors bureaus put their time and resources into helping event planners create a total experience. There are usually discounts and special offers for transportation and access to local attractions and restaurants not normally offered to the individual or family on vacation. Anyone who sends you to a conference knows, at some level, you will take advantage of what is beyond the exposition walls. Do it. Just don’t overdo it.
Immediately upon your return home, spread all that you brought back with you out on a table to see what you have. Check your notes and go online as soon as you can to get the information you planned to get. E-mail or phone those contacts you made to follow-up while each of you remembers the event. Individually, or as a group, create a report or give a presentation to the rest of your organization (or the decision makers who sent you) on what you got from the event and how what you got will benefit the organization. Include your action plans for making those benefits a reality. It is difficult to quantify the return on investment for attending conferences and trade shows. Be proactive in communicating the value of participating in such shows so that others have the opportunity to do so in the future.
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