We’re no stranger to scientific conferences, myself especially. I’ve attended scientific conferences on all sides – as a scientist, as an exhibitor, and as a business developer targeting the exhibitors. From all this experience, I am certain that one thing, above all else, will determine your level of success if you are at a conference for sales or marketing purposes. This one thing will sound simple. It will sound obvious. But look around at the next conference you attend and see how many people aren’t doing this one thing. So… What is the “magic bullet” for conference success?
Speak with everyone you can.
A conference is a numbers game. There are a fixed amount of scientists at any given conference who will be within your target market. The more people you speak with, the more of those scientists that you’ll identify, and the more leads you’ll generate.
It doesn’t matter how pretty your booth is. You could have a massive, open, wildly elaborate booth or just a table in front of a curtain. Those elaborate, expensive booths don’t do much more to reel scientists in than a large bag of candy dumped into a bowl. All you need is to capture enough of their attention to be able to gracefully say hello and ask them what they work on.
Being successful at a scientific conference really is that simple, yet at least three quarters of the company representatives at the average conference fail to come close to being as successful as they could be because they neglect to be outgoing. If you, or someone in your company, is going to be exhibiting at a conference, be sure to take to heart that one key element for a successful conference: speak with everyone you can.