Maybe you meant a "boon" or "razzle-dazzle" or anything else that implies you'll get some return on your investment. But not "Boondoggle."
Here's the Free Dictionary definition of " boondoggle :" 1. An unnecessary or wasteful project or activity.
Or am I missing something fundamental in the article?
Missing your Boondoggle? Anytime the economy takes a hit tradeshows, conferences and conventions suffer an unfair walloping. We all know this is where tons of business gets done and business relationships get built. Unfortunately the perception of these events as a “fun time” seem to be in contrast with the bleak mood we should all be feeling as sales drop and cuts are implemented. For those of you looking to book Fall trades shows and conferences while feeling increased pressure for performance, here’s an idea. Why not pull together a tight plan that allows you to be more effective than ever while at the same time still getting some of that much needed time on the golf course or at the pool.
Here are seven strategies to be more effective while putting a little more of the boondoggle back in your conferences.
1- Define your Goal: Have a clear goal and know what you’d like to get accomplished. Are you looking for products, connections or industry trends? All three? What matters most? By making sure your goals and expectations are clearly laid out, you can maximize time and efficiency when making the rounds at the show.
2 - Form an Attack Plan: Review all attendee materials and if an exhibitor map is not included, reach out to the organizing committee and they’ll likely share one as they have create it for booth tenants. This’ll help guide you in your quest to cover the floor. It’s also a great idea to build a relationship with the organizers as you may find that they could use you as a panelist or make introductions to people you’d like to meet.
3 - Reach out to Vendors and Prospects: Set a series of mini-meetings, in advance, at defined times. Hotel lobbies or bars can serve you well as a place to take up residence. You can always rent a suite but if you’re not right next to the conference that could affect your success. Properly planned mini-meetings allow you to quickly develop the bonds that you may need and stand out from the clutter of business as usual when you re-engage these people in the months to come.
4- Plan Cocktails and Dinners: Work around the scheduled events. Quite often the rubber chicken, industry wide dinner fails to satisfy the attendees. If the industry dinner is at 6:30, get a great table at a hot restaurant at 8pm and invite a select few for a special dinner. Make sure to do this in advance and use this time as chance to build relationships and bond with others from around the country.
5- Leverage the Expertise of Your Vendors: Many leave it up to the vendors to organize entertaining however when vendors are entertaining they’re often selling. Use the time when you host to learn about your competition, the best practices they see and the industry trends. Listen deeply. Ask, “Who’s doing this best?” “What’s the future hold?” and “What’s keeping you up at night?” Build on these relationships and you will find yourself ahead of the curve more frequently than not.
6- Always Be In the Path of your Prospects: As the crowd arrives be near the door and when the crowd leaves have your conversations near the exit. You’ll be surprised how many people you’ll be able to catch and reconnect with this way. If you want to meet a speaker on the conference agenda get in their path before they speak. Often the speaker sits in the front of the room talking to no one. Go introduce yourself and let them know you’re excited about their speech. After they speak they are usually swarmed.
7- Advanced Networking: If the taxi line is huge, get a town car and pull someone from the line who’ll share the cost. You’ll make a new friend. Often, everyone is doing email in the lobby desperately searching for a power source. Pack a power strip in your bag. Offer to share juice with someone plugged in or invite others. Remember, the conference doesn’t begin and end at the show. When you land look for people attending the show and if you can identify them offer to share a ride. In the time after the show between arriving at your airport gate and boarding, stroll the gates to see if people you know are waiting at theirs. Everyone has a travel story to share.
With a good plan well-executed you should have more success than ever and some time to enjoy the Boondoggle your deserve.
Cheers!
Photo Credit: D. Sharon Pruitt
