16 years ago, Horizon Cash Management asked a host of industry professionals to contribute their best tips for making the most of a conference. Remarkably, many of those suggestions are as timely and appropriate today as they were when first submitted. Among those helpful hints:
"Set definite goals for what you expect to accomplish. Make appointments in advance. Bring lots of business cards and disclosure documents. Focus on making friends, not just business contacts. Talk to your competitors: you might learn something important. Eat and drink sensibly: party some other time."
--Jane Martin, MFA
"Visit the exhibit hall early: vendors often run out of the best stuff. Don't bother to take promotional literature: people appreciate not having to travel with this extra bulk. Think of having business cards with your picture on them: it might help others remember you after three mind-numbing days of shaking hands and smiling."
--Frank Smith, Witter & Lester
"At international conferences, it's especially helpful to have a dual time zone watch. But be sure it not only tells the time at home but also the day of the week!"
--Jerry Harris, Welton Investment Corporation
"Plan ahead. Set up appointments with your 'A list' of prospects. Leave as little to chance as possible."
Sol Waksman, BarclayHedge
"Try to get the advance attendance list so that you can pre-book as many meetings as possible, preferably off-site or in a conference room type of facility."
--Maureen O'Toole, Smith Barney
As the importance of conferences, seminars and other industry gatherings has intensified in recent years, we thought it appropriate to catch up with some of those original contributors to see what new tips they might offer.
"Trips to a conference should be one part of a complete marketing plan. Before going to a conference you should figure out how much money you have to spend for marketing in a particular year and how much time you can be on the road to follow-up. With these two elements in place, you can determine if a particular conference and its cost fit into your marketing plan."
--Bucky Isaacson, Future Funding Consultants Ltd.
"Early to bed and early to rise ensures you will meet no one of importance during the whole event... apart from regulators."
--Simon Rostron, Rostron Parry
"My best conference tip is 'not to be shy.' Everyone attending the conference is looking to meet and network with the other delegates, do not hang around with people you know, make the effort to talk to people and introduce yourself to others at every opportunity such as tea/coffee breaks, meal times and obviously the cocktail parties."
--David Blair, Custom House Group
"My conference tip is pretty simple: arrive with a positive attitude, an open mind and a sense of adventure. Conferences offer opportunities to make new business contacts, learn new things and enjoy new experiences."
--Meg Bode, Bode & Associates, Inc.
"My original quote about having a dual time zone watch has proved invaluable and thus still stands. In the years (and millions of frequent flier miles since), I've also learned that keeping a calendar (to know what month it is) and having pictures of my wife and son (to remember what they look like) have proved handy!"
--Jerry Harris, Welton Investment Corporation
"Two suggestions:
- If you're a person who's intimidated by walking into a room with several hundred people all actively engaged in conversation, then be one of the first to arrive at the reception. When you walk in, there will only be a handful of people, all of whom will be looking to talk to someone. This is a way to 'get into the game' in a less stressful way.
- When someone introduces themselves to you, the natural tendency is to begin to frame your response which dilutes your attention and your ability to focus on their name. So, you go first and state your name and then really just listen to theirs and repeat it immediately: Bob, so nice to meet you. It's a great way to remember the person's name.
--Bruce Nemirow, Capital Growth Advisors
"I've been attending conferences for at least 20 years and attend about 2-3 conferences each year. The key for me is to carefully listen to what people say. If I can understand their needs, I can try to determine whether there's something we do that can improve or enhance what they do."
--Sol Waksman, BarclayHedge
"As soon as possible after receiving a card from someone, make a note on the card of:
- where you met them
- what their particular angle is (i.e. actual operating CTA or Hedge Fund, potential/start-up/emerging CTA or Hedge Fund, set-up consultant, attorney, etc.)
- whether you should follow up or not bother
- Most importantly, do NOT write your notes on the card in front of the person who gave it to you. This is extremely bad form.
A less serious, but no less valid tip: don't make any breakfast meeting appointments for the second or subsequent days of any conference." --Dermot Butler, Custom House Group
"Don't forget your business cards. I can't remember how many times - me included - there have been embarrassed faces at the start of the conference! Research your hotels: do you really want to find yourself - as I did last year - battling a swarm of flies to see who got my room service meal first? Make plans to attend either the pre-event cocktail or its equivalent on the first night: in doing so, you'll probably capture the bulk of those you plan to see. Finally, for the girls: comfortable shoes can still be stylish. While sling-back stilettos might look chic and delicious, by day's end, they're guaranteed to make you wish you had worn something more comfy."
--Emma Mugridge, AIMA
Horizon Cash Management thanks all those who contributed their ideas. Learn more about Horizon Cash Management at www.horizoncash.com
