Many years ago I joined a PR agency and was drafted in at the last minute to help a new client host a stand at a conference in Cannes. How exciting, I thought – I’ve only just started and I’m already being flown to the south of France.
What transpired was the most boring three days as I stood alone with barely any traffic passing the stand (as a new business to the event we were in one of the off-shoot, side show areas). What made it worse was that the product we were promoting, while being groundbreaking was coming to the end of its lifecycle and we didn’t really want to promote it too enthusiastically.
Why were we even there?!
Cut to six months later and I’m at another conference for the same tech brand. This time in Hannover. Far less glamorous, but this time I’d had the lead-in time to make an impact. On top of that, the new, exciting product, was ready for launch.
Armed with details of spokespeople, schedules, a good news announcement, a better location and more, we delivered over 100 interviews across three days, including CNN, CNBC, the BBC and more. We generated demand for media testing of the product we were launching and it put the company on the road to an incredibly successful IPO 18 months or so later.
The difference between the two was night and day and demonstrated the benefits of a clear strategy and proper planning. These lessons have lived with me ever since.
The truth is: conferences aren’t really about attendance. They’re about visibility and momentum.
Don’t just show up, attend a few talks, go to networking drinks and leave with a handful of business cards and then wonder why it didn’t pay off.
Whether you’re exhibiting or attending a conference in the near future, here’s what you should actually be doing…
Decide what success looks like before you go. Not just “meet people”. Something specific that represents measurable goals after the event. Things like: three meaningful conversations with potential partners; one speaking opportunity secured and two follow-up meetings booked.
If you don’t define it, you won’t achieve it.
Build a presence before the event starts! The best Founders don’t “turn up”. They fertilise the ground ahead of time. That means posting on LinkedIn in advance; engaging with speakers and organisers and letting your network know you’ll be there.
Visibility starts before day one. Whether you’re presenting or listening, use content to extend your reach – share your insights, conversations and observations. That turns a two-day event into weeks of visibility.
Be deliberate about who you spend time with. Not every conversation is equal. The highest value often comes from speakers, organisers and people slightly ahead of you. Be selective, not busy.
And finally, follow-up properly (this is where most people fail)! A good conversation without follow-up is wasted. Within 48 hours of getting back to the office you should reconnect, reference the conversation and suggest a next step.
This is where the time spent together at the event turns into something genuinely valuable. Conferences aren’t about being present. They’re about being visible, intentional, and remembered.
Most Founders treat them as events. The best treat them as growth channels. And by the way, there are some great bars in Hannover – let me know if you ever need a recommendation.