As a networking specialist, I make it a point to maximize networking opportunities. Conferences are an ideal setting to exponentially drive network growth. But I have found these to be a unique and challenging networking environment. Why? Because conferences are to networking what marathons are to running. The key to success is managing energy and enthusiasm over the entire conference.

Conference specifics: every year, over one thousand speakers, trainers and coaches attend the National Speakers’ Association Annual Convention.  This year, this U.S.-based organization chose New York City as their Conference location. The Big Apple is always a busy place and a logisitics hiccup forced me to use an off-site hotel, creating a unique wrinkle.

P.S.: my wife accompanies me on these trips. She’s an equal partner in my business, deserves the chance to see these exotic locations, is officially in charge of shopping and sight-seeing, and keeps me grounded.

Conference pre-planning: When I previewed the programming, a number of sessions offered information I thought could be of benefit and I always meet a number of new American colleagues. Checking the registration list, I saw that over one hundred Canadian speakers were registered. I knew I would re-connect with a number of old friends since I had registered for a Canadians-only dinner. And finally, I contacted some international colleagues, advising them I had registered for the Global Speakers Network event being held at the U.N. Headquarters building. All in all, a busy few days loomed ahead.

Day 1: we arrived at the Convention site early in the afternoon, a few hours before the official start of programming. I find that leaving myself a few hours to de-compress from travelling is always a good idea. After checking into our hotel, I walked the short distance to the Conference hotel, picking up the registration kit, confirming session locations and scouting out the different areas of the hotel.

Arriving for the opening evening ceremonies, I noticed the energy that is always present on the first day of Conference.   Attendees are excited, anticipating the upcoming events and activities. Travelling through the hotel, I find others are checking name badges, have a huge grin and offer enthusiastic greetings. I wandered around until I found a group of Canadians and decided to stay with them. There seemed to be a special appeal in being with friends on this first evening. Or was it too much anxiety about this large group of people, most of whom I did not know?

Day 2: An early start today with an opening plenary session followed by breakout sessions, and the same schedule in the afternoon. I have found the key to success on the first full day of a Conference is to initiate conversations and get a business card. Most attendees are running on adrenaline and won’t stand still long enough for a deep or extended chat. The morning breakout session I wanted to attend was full when I arrived (after chatting too long in the hallway). Fire regulations meant no one was allowed to stand, so a number of us were unceremoniously kicked out. There is something to be said for being early. This resulted in a chance conversation with a colleague who has just accomplished a life goal I am pursuing. He gave me great input. There is something to be said for being late.

One brief interaction at the conclusion of an afternoon session was with a speaker from Ireland. We exchanged cards and moved on. But something told me he was a pretty interesting guy (Check out Sean Weafer). To close out this first day, my wife accompanies me to the Canadians-only event where we re-connect with a number of friends, most of whom we only see at this event.

Day 3: This is the final full day of the Convention. There is a noticeable decrease in energy as attendees start to feel the pressure of extended exposure to new connections and information. I skip the morning breakout session, deciding to wander through the Convention hall with no particular destination in mind. I strike up a conversation with another attendee. We have a wonderful ten-minute chat that leaves us both re-energized. A missed lunch connection leaves me sitting between two corporate trainers. What a serendipitous contact. At an afternoon session, I end up re-connecting with my Irish friend. It turns we both know the same speaker in the U.K. We develop a strong bond in the five minutes before our session begins. The final event of the day is the closing banquet, where we sit with a couple of our closest friends and join the after-banquet party. We leave the event exhausted but very happy.

Day 4: This Convention has a unique schedule leaving a couple of events for this morning, almost as an afterthought. I decide to skip them (and find out later that one of speakers was the best one) as I am attending  a post-conference event at the U.N building. This is one of my most-anticipated Convention events and, although I am disapponted in the facility, the event and banquet are quite productive, allowing me to meet a  number of international speakers.

Day 5: This our last day in New York City, we have purposely delayed our departure until evening so we can take full advantage of some of the unique items the city has to offer. We visited a number of tourist attractions, got lost in the subway and found that, even though New Yorkers can be very intransigent, there are some very friendly and helpful people there too.

post-conference activities: One of the most common mistakes of conference networking is NOT following up with contacts. I invested, about two hours upon my return (the first morning, in fact) to send personalized follow up messages to every contact I made and many of the colleagues I re-connected with. Most were pleasantly surprised at my speedy follow up. Where appropriate, I offered to supply information or support and, in every case, I offered a sample of my FREE weekly email networking tip (about 95% agreed). I have three contacts that represent serious business opportunities and two people that I sincerely feel strongly about staying in contact with.

Conclusion: I find that conferences represent unbeliveable opportunities for network growth and diversity. I keep my mind open to the (seemingly) random contacts they supply and take full responsibility for growing them into the strong relationhssips I know they can become.

P.S.: What are some the conference experiences you have encountered. Click on the comment button above to leave a message.

Michael Hughes, THE Networking Guru.

In this week’s post, noted networking expert Dr Gnu (A.K.A. Michael Hughes www.NetworkingForResults.com), interviews marketing specialist B. Card.

Dr Gnu: First off, can you enlighten our audience on your background and how you came to be known as The Business Card, one of the powerful marketing resources?
B.C.: Interesting question Dr G. It all started back in the dark ages. Hunters and skinners  didn’t have a means of staying in touch. I started out as a slate slab, etched with their mark and cave coordinates and the rest, as they say, is history. Homo sapiens now had not only the ability to separate himself from primates but could identify the competition. Granted, they couldn’t carry many, but without pockets it didn’t much matter.

Dr. Gnu: What do you see as the turning point in the growth of your marketing power?
B.C.: I would have to say the printing press. Once it was created, everyone had access to my potential. Even though most people still couldn’t read, the small size, lightweight design and low cost combined to become an instant winner, even with only drawings to describe the holder’s value. I quickly became the personal marketing resource of choice.

Dr. Gnu: Moving into today’s world, what do you see as your biggest marketing asset?
B.C.: In one phrase, I’d say staying power. In some circles I’m known as the “Viagra of Personal Marketing”. When I’m used effectively, I can act as a long term reminder of both personality and potential. Even months after an initial contact, I can stimulate memories of enthusiasm, trust and professionalism. In fact my newer, electronic format has the ability to be used in a myriad of keeping-in-touch options.

Dr. Gnu: So with all this going for you, is there a downside?
B.C.: Unfortunately there is. I can think of two main issues that derail my chances for marketing success. Firstly, I’m often put into play without creating the proper foundation. Without solid personal or professional context, my information is perceived to be of little value. Building a sense of connection first, delaying my arrival until I’ve been invited, or stimulating a request for my appearance will avoid this shortfall.
Secondly, I can’t tell you how many times I’ve been relegated to a bottom drawer without so much as a second glance. It seems there’s a built-in resistance to following up on all my hard work. I can’t stress strongly enough that time is of the essence if I’m to leverage my marketing power, especially if I’ve been properly introduced. I can, and do, have an incredible impact when implemented within twenty-four hours of receipt.

Dr. Gnu: One final question. What are your thoughts on the social networking phenomenon, its impact on face-to-face networking and the use of The Business Card?
B.C.: As Mark Twain remarked “Rumours of my death are greatly exaggerated”. The increased connectivity created by the technology explosion has only served to heighten the importance and value of personal contact. Even with my many electronic formats, it’s an accepted fact that a personal exchange still has maximum power and impact. With so many opportunities facing us, we rely more on personal contact as differentiator and respect even more its power to accelerate relationships.

Do you have a question for The Business Card? Dr Gnu will be happy to pass it along in his next interview.