Maximizing growth opportunities: Leveraging opportunities through conferences and events

What did you find you missed most over our covid period?

Human connection.

I hear time and time again, that human connection was sadly missed, personally and professionally, during those tough times and I am so pleased to hear that people from all industries are keen to engage face-to-face once again.

Did you know I wrote a book in 2018, where I shared that online networking was not ideal? Well, I had to rethink that and found that it does definitely have a place when done well. I found it opened opportunities for me to meet, connect with and collaborate with others across the country and globe, and I while I have continued to include online relationship building and events in my business, I am looking forward to 2024 where in person opportunities are once again a focus because there is so much value in real conversations, that build trust and connection more quickly than online, it has a lot to do with body language and the exchange of energy.

I prefer to meet with clients, community members and providers of products and services as a business owner. What about you? Will you be attending in person events, workshops and conferences in 2024?

I grew up in a family where trade shows where essential to my parents business growth and from years of organising conferences, and being involved with face-to-face marketing and event participation, and extensive experience in selling face-to-face as a stallholder at various markets and as the founder of the Bayside Craft Market, and designing the "Successful Business Matters Expo," and “Your Time, your health and your business matters” , I know there is nothing that beats in person interaction.

EXPAND YOUR OPPORTUNITIES

Did you know that building and expanding a network is often a key reason for people choosing to attending a conference or trade show? With a new year unfolding, I encourage you to dive into the world of conferences, trade shows, and expos and harness the power of face-to-face marketing, to get involved, try new things, and unearth opportunities all around you. If you go with an open mind, invest in good conversations and step out of your comfort zone and make new connections you will find you can immerse yourself with others, just like you who also choose to attend such events, and you never can tell where that may lead!

The Power of Face-to-Face Marketing

When you interact directly with potential suppliers and customers, you create a platform for establishing authentic connections. These interactions often lead to an increased sense of trust and loyalty, which are critical components in long-term business success. In addition, attending events provides an exceptional opportunity for building lasting relationships not just with customers but also with fellow business professionals.

In 2013 and again in 2014, I organised expos to help people in my network to stand out, present to an audience and showcase their expertise. These events provided opportunities to interact, both with attendees and exhibitors and build foundations for the future , encouraging relevant conversations, referrals and collaborations with others. Lead generation was an objective, but there were many other benefits too such as building trust and authority in your field.

Differentiate yourself and showcase your expertise

An event or conference is the perfect stage to showcase your brand's personality and what makes it unique. In an era where digital noise is omnipresent, standing out becomes more challenging yet more crucial. Your presence at these events allows you to differentiate your brand and make a memorable impression on people you meet . Moreover, interacting directly with customers at these events offers an invaluable chance for market research. You gain immediate feedback and insights, which can be instrumental in refining your products or services to better meet customer needs. This direct feedback also enables you to gauge the immediate reaction of your audience to your offerings, allowing for real-time adjustments in your pitch and presentation strategy.

Preparing Yourself TO STAND OUT

The first step in preparing for an event is to define your goals clearly. What do you want to achieve? Whether it’s generating leads, making sales, or increasing brand awareness, having a clear understanding of your objectives will shape your approach and strategy for the event. Your conversations and exhibit can plays a crucial role in attracting and engaging others.

If you are having a stand, it should be visually appealing and reflect your brand’s identity. Using eye-catching displays, banners, and promotional materials can help draw attendees to your booth. Your personal appearance also plays a major role, and no doubt you have seen many exhibitors in branded polo shirts or similar if you have attended events in the past.

Incorporating interactive elements into your booth can significantly enhance attendee engagement. This could include product demonstrations, contests, or hands-on experiences that relate directly to your offerings. The staff at your booth are the face of your brand during the event. It’s essential that they are knowledgeable, friendly, and capable of effectively promoting your products or services. Lastly, ensure you are well-prepared with sufficient materials and supplies like business cards, brochures, and promotional giveaways. These items should be plentiful enough to cater to the large number of attendees you might encounter.

I recall hosting several workshops for the Small Business Festival in Victoria and the very first session I held in Federation Square in the marque. I wanted to raise my profile, build my connections and add value to people who found networking a chore.

Capturing and Generating Leads

Developing a systematic approach to collecting attendee information is crucial. Utilizing digital tools such as QR codes or lead capture software can streamline the process, making it more efficient and less intrusive. Engaging with attendees should go beyond mere sales pitches. Strive for meaningful conversations where you ask questions, listen to their needs, and tailor your offerings accordingly. This approach not only helps in better understanding your potential customers but also in building a relationship based on genuine interest and care.

Having a well-thought-out follow-up plan is essential in converting the leads you gather into actual customers. This could involve personalized emails or phone calls, which help maintain the connection established during the event and foster it into a fruitful business relationship.

Making the Most of Your Time at the Event

Effective time management is key when attending an event. Plan your schedule to include breaks, networking opportunities, and attendance at relevant sessions or workshops. Actively participating in networking opportunities is just as important as the exhibit itself. Exchange contact information with other businesses and professionals in your industry to broaden your network and open up potential collaboration opportunities. Continuous learning is another critical aspect of attending these events. Participate in workshops and sessions to enhance your industry knowledge and business acumen. The more informed and knowledgeable you are, the better equipped you’ll be to grow your business.

CONVERSATIONS OPEN DOORS TO UNEARTH OPPORTUNITIES

Your ability to ask the right questions, listen loudly and connect what is often not siad are key to you being able to unearth opportunities for further exploration, or to be able to excite your prospect into considering how you might be exactly what they need, when the time is right.

Your Guide to Success

In conclusion, remember the immense potential of face-to-face marketing at conferences and events. By preparing yourself to have the right conversations and to connect more deeply with appropriate people or to prepare your exhibit thoughtfully, so you engaging actively with your audience, you will be equipped to seize every opportunity for connection and growth, you set the stage for your business's success.

The next event could be the turning point for your business, so make the most of it.

Hello, I am Kerryn Powell, The Network Catalyst and founder of Your Time Matters and podcast host of Conversations and connections to amplify and inspire. I am a connection strategist, conversation starter who thrives on building communities and creating the right connections for those seeking strategic allies to make a positive impact through connection, contribution and community.

I draw on my diverse career portfolio, experience, skills and knowledge to encourage, support and empower business owners, professionals, teams and individuals to create true connection through authentic conversations that build real relationships, boost confidence and generate business and opportunities.

Since 2013, I have provided opportunity for more than 3000 business owners to engage in real life and online events through her business, Your Time Matters. BOOK a discovery call TODAY, and let’s have a conversation to see how I can help you and I invite you to follow me on my social media channels, too.