Going to a Marketing Conference? Bring this Checklist

Photo: Flickr @Globalism Pictures

Tis the season for marketing, social media, and lead generation conferences! Between the Marketo Marketing Nation Summit, the AdAge Digital Conference, and the Content2Conversion 2014, you’re most likely heading to one of these events in the future. Amidst all the travel preparations, efforts to coordinate meetings, and last minute graphic design, it’s easy to lose track of the things you need to bring with you on the big day.

This checklist below is oriented towards companies sponsoring a conference who have exhibit space, but even if you’re just attending, who knows if your company will sponsor the next event? Each company should create a unique list based on its marketing collateral, giveaways, and business objectives, but there are a few essential items you shouldn’t leave home without.

1. Business Cards (Yes, You Read that Right).

We live in a digital age, and even though business cards seem like archaic fossils, the reality is that people still use, exchange, and collect them during events. Until everyone has their own digital business cards, carrying around the paper version is still necessary. Many conferences offer lead retrieval devices to collect the contact details of prospects, but most prospects will still want to leave with a physical business card. Before you start handing them out, make sure the graphics, messaging, and information on the card match what’s on your website. Don’t forget to bring a few stacks of them just in case, and feel free to lay them out on the table of your booth. A small tip – if you’re handing out brochures, pack a stapler or a paper clip to attach your business cards with.

2. Branded Lanyards

It’s almost certain that that everyone walking around the conference will be wearing the same lanyard – the one that’s given out when you check in. Why would you promote someone else’s company, when you can promote your own? Customized lanyards are a great and inexpensive way to stand out and increase brand promotion. Make sure to choose a solid color for the background (preferably very dark or very light) with the logo appearing on it several times, in a very easy-to-read way. The best ones to purchase are those with the clip-on attachment at the end, which will work with any name tag you receive at the event.

3. Marketing Collateral

This one really depends on your budget and branding. If you have exhibit space, the most basic item you need is a roll-up banner. There will most likely be dozens (if not more) sponsors there, and a roll-up banner is the most cost-effective way to make your brand stand out. Make sure not to overcrowd it with text; it should have a short header at the top that elicits a response from those who see it, a vibrant and large image, and of course your logo. Don’t be afraid to use humorous or silly messaging – it’s the only way to ensure that people will visit your booth, and remember you when they leave.

The second item is a form of a brochure or flier. It should be compact, not have too many folds, and clearly state the features and benefits your company provides. Include all of your company’s contact info (website, phone number, e-mail). As mentioned above, you can attach your business card to this so that people who pick one up know who to personally contact.

4. Raffle Prop-Up Sign and Prize

No matter what you’re giving away, bring a sign that you can prop-up and put on your table to advertise the raffle. Write out what the prize is in a large-size font, make sure the background is a bright color, and if necessary, include the terms and conditions at the bottom. The prize should either be associated with your product (free consulting session or two months usage), or something that’s fun (Amazon gift card, electronic device, gift certificate to famous local restaurant). On an obvious note, make sure it’s something that’s light-weight, not fragile, and simple to carry. Instead of just letting anyone sign up, make sure the lead has to take some sort of action first (such as registering for a demo or a trial of your product) before he or she can register to win.

5. Swag (and More Swag)

The swag you choose to give away should be aligned with the rest of your marketing collateral. For example, if your roll-up banner and brochures have a certain image or theme, pick an item that goes with it. For an upcoming conference, our roll-up banner had a picture of a branded wine bottle, so we actually printed out wine labels to put on bottles, and ordered customized wine drop stops. The item shouldn’t be generic (your last resort should be a pen, calendar or notebook), it should be unique and memorable. On a side note, if you don’t have the budget for expensive items, it’s always nice to at least offer visitors candy (gummy bears actually work quite well) or other fun food.

6. Customized T-Shirts

Chances are that you’ll be wearing formal clothing, but that doesn’t mean you can’t wear a customized shirt with a logo under your business jacket! It should be a solid color, and include a logo aligned with the rest of your marketing material, or even a slogan to go along with it. Sometimes it’s the small things, such as a branded t-shirt or lanyard, which help bring the extra attention you need.

7. Printed Information

Even if you’re bringing your smartphone, tablet, and laptop, it’s a good idea to go “old-school” and print out everything you need. Wi-Fi can often be spotty at conferences, and you never know when you’ll encounter a technical problem (or spill coffee) on your device. Bring all the documents you need, including registrations for the conference, your agenda (all scheduled meetings – times, addresses, contact details) and list of all the suppliers you have to check in with when you arrive. Remember to also make copies for your colleagues just in case, so everyone is coordinated.

8. Allocate Tasks

Although this isn’t a tangible item to pack, make sure to divide tasks to each person on your team before arriving at the conference. Just as an example, if you company is selling a product or service, and you have more than one representative at the booth, have one person approach visitors and give them an introduction, and then pass on the visitor to another rep who shows an actual demo of the product. You want to ensure that everyone knows exactly what their responsibilities are, so that no visitor is left unattended at your booth and all bases are covered effectively.

Now that you’ve reviewed the check list and know what to pack – make sure to tell everyone you’re attending or sponsoring! Announce that you’re participating in an e-mail newsletter and on your social networks, and start coordinating face-to-face meetings with your existing client based and potential prospects.

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