While you’re busy chasing leads and leading demos, it’s easy to lose sight of the people who make it all possible.
Whether it’s a big-tent conference or a regional meeting, it all boils down to a team of committed—and probably overworked—people who just want things to run smoothly.
You may not notice them, but they’re certainly keeping an eye on you.
And while they want you to get the most out of your experience, they also need to placate the hundreds of other attendees, exhibitors, contractors and all their corresponding egos.
Luckily, there are a few things you can do to stay on their good side if you plan on coming back next year. (A better booth placement, anyone?)
DO: Follow Every Rule (Yes, Even That One)
Organizers go through a lot of trouble to make sure everyone’s taken care of—from diamond sponsors and hosted buyers to the small booths on the far side of the show floor.
That said, try not to bring any (undue) attention to yourself.
“We like rule followers,” said Ben Waring, director of global PR and communications at RSAC. “Try to follow branding and not go and invade the space, or have the fire marshal on us because you’re doing something that takes up too much space. There are some things we have to say no to.”
And if you ever get a no for your 20-foot LED banner or indoor fireworks display— trust the process.
“We’re not trying to be draconian,” he said. “With that many exhibitors, we want to make sure the playing field is leveled and that people feel safe.”
DON’T: Just Do a Booth
Plenty of ink has been spilled on the benefits of auxiliary events.
Cocktail parties, karaoke nights, private client dinners and even daytime excursions are part of the lifeblood of many of the biggest conferences in the US.
They allow you to take full advantage of having all your prospective clients concentrated in one city, while giving you the freedom to let your creativity run wild.
More importantly, they’re way more memorable than a one-on-one under fluorescent lights.
“You have to do more than just have a booth to get the results you’re looking to get,” said Brian Mink, who runs the COLLIDE conference for data scientists. “You have to position your sales teams for success by doing things like having speaking slots, or holding round tables or dinners or branding opportunities. Get out there in a way that drives the traffic and gets people to understand what you’re about.”
DO: Come With an Open Mind
Flexibility isn’t exactly a requirement at registration, but you’re guaranteed to have a better time if you can pivot at a moment’s notice.
That could look like scrapping your clunky video demo at the last minute, or staying behind for some unexpected chit chat at the coffee station.
“If you come in and you feel like you know everything, you kind of shut yourself out from being able to really explore—in your personal career and your business,” said Heather Griffin, VP of Marketing at Impact XM, which puts together the Rethink conference for event professionals.
Though it’s certainly important, Griffin emphasizes that these events aren’t always about making a sale or marketing your company as the next big thing.
“It’s, ‘How can we all support an industry we’re passionate about?’ When you’re all similar organizations from the same industry, there’s best practices you can share,” she said.
DON’T: Be Afraid to Ask Questions
We get it.
The signs can be confusing, and you probably didn’t have time to sit down and read every single email you were sent.
If you ever run into someone from the organizing team, just remember that, “No question is a bad question,” Griffin said.
“Come in open minded, ask questions and be willing to listen. That will take you very far,” she added.
DON’T: Be Overtly Aggressive
It can look like anything from a surprise sales pitch to a group of unsuspecting people drawn in by a magician, to a one-on-one conversation that never ends.
The point is the same. Try as hard as you can to keep it casual.
“It’s important to understand that less is more,” Mink said, adding that it’s all about trying to illuminate people about a particular topic or solution, “versus trying to shove a sales pitch down their throat they may not be as receptive to.”
Organizers and hosts are particularly interested in this.
Their hope, after all, is to curate a space where people feel comfortable returning to year after year, without having to remember to avoid a certain someone.
DO: Take Care of Yourself
Everyone knows the drill: red-eye flights, early wake-up calls and even later nights celebrating with your team—or with a generous company covering dinner at a frilly restaurant.
It’s easy to lose sight of who you are and what you need.
“One final tip I will leave you with, is wear comfortable shoes,” said Linda Gray Martin of RSAC. “Hydrate, eat and help power yourself for the week.”
You’re there to put on your best face and represent your company, and you can’t do that if you’re exhausted. Or even just slightly hungover.
