It’s a good idea if you are a new company (or even if you are more established) to have very clear goals in mind when making the effort (and spending the time and money) to go to an industry event like a conference or exhibition. And I mean a different industry than your own. We were at the World Travel Market this week so that’s what partly prompted this post – as well as Manolis’ fascination at the absence of some companies that we ‘d expect to have seen there.
Planning ahead and having some ‘deliverables’ (what a horrible term) – or rather knowing why you are there – helps against wondering aimlessly for days and not doing any real work. Let me be clear. I don’t mean signing contracts. I mean realising that some things that you will gain even though intangible will have a lasting effect.
Be visible for existing clients
Let’s be clear. Your clients need the reassurance that they are not a one-off for you. They feel better if they know that you are interested in their sector and not in your own little ivory tower. If you specialise in a sector this is especially important. How can they trust that you understand their needs if you don’t learn about their industry? Being in some of their key events shows willingness to engage, learn and be part of that industry.
Be visible for prospective clients
Digital communications is a relatively new field. Especially if your core audience is small and medium sized businesses (like it is for SoMaFusion) you have to recognise their time constraints. In the current difficult climate they probably don’t have the time to seek you out outside their industry. Being there means that you are involved and you can talk about the issues of the day as they are shaped by the event you are going to. You don’t have to book any contracts (nobody does in these things anymore, people need more time and planning). You just have to be there. Trust me, they’ll remember you.
Check out the competition
Who is out there? Who is present? Who makes the investment of time and effort? These are the people you need to learn from, these are the companies that are working with the same mind frame. Knowing who they are and what they are saying provides insight into how your industry engages with the industry in question. Learn. Make friends. You never know when you’ll get a big contract and you’ll need help from companies and people who have the same principles as you.
Check your rhetoric
Are you sure that you explain who you are and what you do properly for the audience? If the only people that ‘get’ what you do are other digital communications people and you only get a blank stare outside your industry then clearly something is wrong. You need to go back and adjust your arguments and examples. Going to an industry event offers you ample opportunity to do that by engaging with people who are outside your own comfort zone.
Learn learn learn
It doesn’t matter if for example the big travel planning systems are too big for your clients (or too small). It doesn’t matter if the trade exhibitors are only slightly connected or completely unconnected with what you currently do. Ask them questions, ask for case studies and literature (opt for digital copies otherwise you’ll need a suitcase to carry things around), engage, discuss, see what their problems are. They are offering services in the same industry, you never know what lessons you can take.
Try to also learn from prospective clients. How do they exhibit, who are they talking to, what are their problems. If you are observant enough you ‘ll know the big issues of the day very soon and you’ll be able to plan and help in the future.
Be inspired
This is what most companies forget. Seek inspiration in everything – displays, people, events, colours. Take pictures and videos, make observations, use them when you plan your next campaign or when you brainstorm. In other words get out of the office, get outside the confines of your own industry and challenge yourself to see things from the perspective of another industry. You never know what great ideas will hit you.
