An Attendee’s Perspective

When you are an event attendee and don't have the special access of a host, speaker, or sponsor, how can you still maximize the return on that event by making it your own? How can you turn that event into an investment?

A Case Study in Carpe Diem

As an event guest, you might think you have less control than you have in reality. In fact, there are myriad ways to influence a highly productive outcome.

For example, a few years ago I was producing a global conference on Asia-Pacific business law. While I was searching for a high-profile keynote speaker, I happened to attend an event at the Nokia Theatre at L.A. LIVE in Los Angeles. The speaker was Tim Leiweke, CEO of AEG and the mastermind behind L.A. LIVE. As Mr. Leiweke spoke about AEG's endeavors in Asia, I realized that he would be an ideal keynote speaker for my event. I had a small problem, however. I did not know Mr. Leiweke or anyone who could introduce me to him.

Carpe diem, as they say. As soon as Mr. Leiweke's presentation was over, I flew through the auditorium and caught him just as he was entering the backstage elevator. With one well-crafted, compelling sentence, I briefed Mr. Leiweke on the conference, the host organization, and the influence its members have on the international trade coming through Los Angeles. And then I went straight for "the ask." Mr. Leiweke responded that if his schedule permitted, he would serve as the keynote speaker. I couriered a formal invitation to him the next morning. A few days later, I had my keynote speaker.

Strategies for Event Attendees

Many strategies can enhance the return on investment for event attendees. First and foremost, it is crucial to be fully present and "in the moment" to discern opportunities as they arise. Second, but no less important, when opportunities do appear, you must overcome your fear, reluctance, or whatever may be causing you to hesitate, and just go for it!

In addition to this simple yet powerful approach, the following is a list of strategies that can turn your event attendance into a valuable investment.

1. Do your due diligence on individuals whom you expect to attend and would like to meet.
2. Attend the entire event. Opportunities may present themselves when you least expect it.
3. Attend the event with a friend so that you have a solution if you find yourself standing alone.
4. Ask people in the room whom you know to introduce you to people they know.
5. Take the initiative and introduce yourself.
6. Make the conversation about the other person.
7. Have a sufficient supply of business cards.
8. Always ask for the business cards of those you meet and use the back of the cards to jot down key notes.
9. Add new contacts, including the notes you have taken, to your contact database promptly.
10. If you promise to do something for someone you meet at an event, be sure to follow up. This gives you the opportunity to stay in contact and to establish a reputation of dependability.

Ultimately, the key to turning any event into an investment is to show up open to the possibilities. Taking that first crucial step will enable you to take full advantage of what any event you attend has to offer.

Tracy Kwiker is president of Pivotal Events, based in California. Contact her at: tracy@pivotalevents.com.

The information and views of this contributing columnist are not necessarily the views or opinion of Meetings + Events or its parent company, Tiger Oak Publications.