The Business Conference & Showcase isn’t just for the exhibitors

by Lili Vianello

February 24,2007

If you plan to make Tuesday, March 6, just another day at the office, you may find it a little more difficult than usual to reach some of your clients, vendors and contacts on the phone. Many of them will be busy making new connections, learning valuable skills and scoping out their competitors at the Business Conference & Showcase, leaving you to wonder why you chose to hold down the fort. I would be wondering the same thing. Columbia's biggest business networking event happens only once a year; even if you're not exhibiting, you have everything to gain by spending a little time at the booths or perhaps sitting in on one of the seminars.

One of the primary benefits of simply attending this Columbia Chamber of Commerce event is that it's a very efficient way to meet new people who live and work in the same community as you. Trade shows are engineered to make this as easy as possible—right down to the nametags. All you have to do to meet 10 new people is put yourself in a sociable mood, stick a stack of business cards in your pocket and spend an hour or two cruising the showroom floor. The folks you introduce yourself to could be future customers, trading partners, service providers or mentors to you or your business.

When you meet someone with whom you can strike up a conversation, be sure to ask thoughtful questions that pertain to the reason that person is at the Business Conference & Showcase. Listen carefully to the answers, and give memorable answers of your own when the new acquaintance asks about you. Before you part ways, always remember to exchange business cards. If your new contact shared any advice, asked for information you need to provide in a follow-up visit, or is a good business prospect, take a moment to jot that information down on the back of that person's card. This will help you remember the conversation and decide what your next step should be.

Chances are you'll even bump into some of your competitors at the event. This is a great opportunity to get an up-close look at the marketing and branding strategies of your competition. Pay close attention to their booths, brochures and signage. When you get a moment, stop to take a few notes about what you saw. After the show, you'll have plenty of time to reflect on your observations and discuss with your staff how they may help you compete more effectively.

Even beyond notes on your direct competition, an afternoon at the Business Conference & Showcase may lead you to many other useful observations. Keep an eye out for trends among the exhibitors, and make note of anything that strikes you as surprising or odd. If you've attended this event for several years, think back to past shows and compare the businesses' previous booths and marketing those you see this year. Analyzing Columbia's marketplace as a whole may give you a better idea of where your business exists among the pack.

Networking and market analysis aren't the only activities that are more efficient on showcase day; the full schedule of seminars makes it possible for you, your employees and your co-workers to get some insightful and important training without having to invest in an all-day conference. As in years past, the 2007 schedule covers a lot of ground. Some of this year's seminars are focused on specific departments, such as sales, human resources and information technology, but other topics, including communication strategies and office ergonomics, are sure to apply to nearly everyone in your company. I suggest sending a few staff members to each seminar and following up with a team meeting at which the best tips can be shared with everyone.

If all this commotion makes the Business Conference & Showcase sound like a busy day, that's because it is. But it easily can be one of the most enjoyable. In addition to all the great opportunities, there's plenty of fun to go around. Many booths every year offer interactive games with prizes and free drawings (some for rather expensive items), and it's just generally nice to break the routine, get out of the office and spend some productive time in a new venue. This year's show finishes up with the 20 Under 40 Awards, hosted by the Columbia Business Times, where you just might see one of your new friends honored for community involvement and leadership. Wine, cocktails and hors d'oeuvres will be served at the start of the awards ceremony—plenty of reason to stick around until the end of the day.

While being an exhibitor certainly has its perks, there are clearly some notable advantages to just attending the event. Without investing much more than a little time, you can quickly scrounge up a month's worth of contacts, training and insights and still have time for a visit over a glass of wine at the end.

I'll see you there. v

Lili Vianello is president of Visionworks Marketing & Communications, a Columbia-based, full-service advertising, marketing and public relations firm. Contributions to this article were made by Visionworks staff members. Visit them online at www.visionworks.com.

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