By Brian Muys
Associate Vice President, Public Relations, APUS
In today’s prevailing budget-conscious business environment, it’s no small feat to maximize, let alone rationalize, your organization’s investment in sending you to an industry conference or trade show. Factor in travel expenses, coupled with diminished staff productivity due to time outside the office, and the declining trend in conference attendance over the last several years is easy to explain.
That said, there’s both business and professional development value to be gained for your employer and you, respectively, by being present at impactful industry events. But that doesn’t necessarily mean you should purchase costly exhibit space just because you might think your customers expect it, or because your competitors are doing so. In fact, unless you’re representing General Motors or provide another tangible “must see” product or service, there are a number of other less-expensive means by which to help raise your organization’s industry profile and effectively reach key decision-makers.
Sponsorships are one such option. However, like exhibit booths, they can also be costly and this consideration may outweigh the perceived branding awareness benefits of related signage, etc. Of greater value are potential keynote or panel speaking opportunities for your senior executives or other subject matter experts. While some such high-exposure opportunities may often be tied to sponsorships, many others are not and may deliver superior dividends in most effectively articulating your organization’s mission, vision, core value proposition and relevant thought leadership on the issues deemed most relevant to your industry.
Another avenue is to host an informal, invitation-only networking reception for current or prospective customers. This is particularly impactful in higher education, where we place a premium on creating a vibrant community for both students and alumni. They, in turn, each play a vital role in engaging and referring prospective students. Such functions can also be particularly effective for cultivating and strengthening relationships with key press also attending industry events, provided there is no explicit “quid pro quo” expectation of favorable coverage. You can also simply arrange a more casual meet-and-greet with a reporter over coffee, preferably away from the distractions of the exhibit floor or main meeting area. Either way, you’ll help plant the seeds for future coverage by making your spokespersons more familiar, credible and available media resources to your most important media contacts.
From a personal standpoint, you should also make a point to identify and capitalize on the many relevant opportunities for professional development, personal branding and peer networking while attending conferences attracting your industry’s key decision-makers. Such opportunities include professional certifications to supplement your existing experience and education, presentations on key industry issues to demonstrate your subject matter expertise, and submission of key projects, programs or initiatives you may have overseen for your organization for potential award consideration.
Making a solid business case to attend increasingly-costly conferences or trade shows isn’t easy. However, by taking one, or more, of the approaches previously noted, you’ll more easily be able to demonstrate a tangible return on investment to your organization and help pave the way for your attendance at future events at which you may also reap significant professional benefit.
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