Conferences are exciting. Executives and front-line staff who work in the trenches day in and day out have a well-deserved opportunity to learn, laugh, and even have fun in an environment of their peers. Any conference producer offers a large range of options for a vendor to join in and capitalize on face-to-face time with key prospects (all gathered in one place!). A savvy marketer, however, will find a way to stand out among the dozens, if not hundreds, of exhibitors, whether through unique sponsorships, exclusive networking receptions or, as I’ll discuss today, preconference sessions.
“Preconferences” are just that—educational sessions before the main conference begins. Most conferences kick off very early on the opening day—some open the show floor to bleary-eyed attendees at 7 a.m.! Most registrants will fly in the day before so they don’t miss the opening headliner. Hence, a group of motivated attendees are milling about the show hotel looking for something to do. I sense an opportunity!
Many conference producers will invite vendors to capitalize on this situation with preconference educational sessions. You will choose the speaker and topic; the event organizer will handle food-and-beverage service, room and audiovisual logistics, and event registration. Insist on integrated and extensive marketing outreach to pull in your target audience. If attendees are pursuing CEU credit, ask the conference producer if credits can be extended to your preconference attendees at no cost to them. As long as the content is educational and vendor neutral, many credentialing bodies will permit it. Of course, make sure you obtain a list of your session’s attendees, including full contact information with e-mail address.
Speaking of content, remember that content is king! Choose a thought leader who reflects your philosophy but can speak in vendor-neutral language. Perhaps reward that articulate internal analyst who is ready to blossom. Or have a trusted customer speak on an issue near-and-dear to attendees. If you’re thinking about having your director of sales be your presenter, it’s time to rethink your marketing approach (not just for this preconference). Select a topic that appeals to your product or service’s strengths, but the presentation shouldn’t conclude with the logic, “So that’s why you should buy our solution.” Instead, position your organization as a thought leader, a solutions provider that an attendee will feel comfortable bringing questions—and business—to.
And remember to have fun! It’s easy to become bored during a lecture. Explore offering an “experiential” opportunity or offer unique refreshments to lighten the mood. One of my clients used cupcakes with their logo to break the ice and build a memorable impression (with buzz about the event spreading through the conference, too).
At any conference your goals include personally interacting with attendees to develop confidence in your brand, generate leads, and stimulate positive word-of-mouth marketing. A preconference achieves all of these objectives. So the next time you’re scratching your head about how you can stand out at the industry’s next big event, use your thought leadership as the vehicle for engaging early-arriving attendees who are looking for something more productive to do than checking out the in-room movies.
