For Better Conferences, Come Prepared

For all the time travel agents spend networking at industry conferences, there may be better ways to forge lasting connections.

Vanessa McGovern, vice president of business development and strategic partnerships for the Global Institute for Travel Entrepreneurs, told Travel Market Report that it’s vital for agents to approach conferences—and the trade shows that may be part of them—with a focus on their specialty.

Identifying your goals before the conference – and following through in the days afterward – can also make a huge difference.

What key mistake do travel professional make when attending industry conferences?
McGovern: I see travel professionals sign up for a show blindly, whether consortium- or host-related, just because they think they should be there. Although many shows offer exceptional value, it is important to be clear on what you want to get out of the show.

What should agents consider in planning their participation?
McGovern: The first thing you need to do is identify your specialty; that is going to make it much easier to walk the trade show floor. You can go to the show’s website in advance to look at who’s exhibiting and how they’re relevant to your niche.

Many go to these shows because they are marketed very well and the agent thinks they’re going to get some silver bullet strategy to catapult their business to the next level. These shows do a great job providing agents with phenomenal supplier knowledge, but it’s up to the travel professional to filter that and decide how to spend their time.

What about the general, educational and breakout sessions?
McGovern: Travel professionals should be looking at the speakers on the program, and not just for the keynote session. Many of these shows have to make money so they have to bring in speakers from a certain supplier. But is that relevant to you, as a travel agent?

If a supplier is teaching about social media, for instance, is the supplier an expert? If so, then go. The big thing is to research all the speakers and determine if they are useful for you.

How can travel professionals maximize their time at conferences?
McGovern: LinkedIn is a very powerful tool for travel agents. They can use it as a research tool for looking up speakers and suppliers. Find suppliers in line with your target market. Make a list of those you want to have a conversation with or whom you need to pitch.

I would reach out to the suppliers you want to speak with before the show. If you want to leverage your time, you have to be proactive and reach out.

It’s tough establishing connections with those you don’t know.
McGovern: If you don’t already have a relationship, take the name of a person at the show and contact them on LinkedIn. That way when you go up to them, they may know you.

Send a social media message saying you want to talk; this will make you stand out. What are you going to do at home with all those brochures you get, anyway?

What else can make you stand out?
McGovern: Show up looking memorable and professional – and do have a good business card. We did a free business card assessment and it was embarrassing how many excuses we heard as to why cards look bad.

Suppliers don’t take travel professionals seriously because they don’t look serious. If you’re going to commit your time and money to a show, arm yourself well.

What about developing relationships after the show?
McGovern: You’re not going to accomplish your goal at the show. Remember that! After the show, block off two full business days. If you don’t act immediately, you can miss your window of opportunity to follow up.

Connect on LinkedIn and Twitter. If you have their address, send a nice card. Or give them a quick call. You don’t need to connect with 50 suppliers. If you have five awesome conversations aligned with your niche, then you’ve made the most of your conference.