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Continuing yesterday’s tips for surviving your next conference or industry event…
Recruit a veteran guide
If it’s at all possible, I recommend you recruit a veteran of the event you’re attending — e.g., a retried executive — to give you an overview, help you target your goals, and make introductions.
I’d attended the American Film Market in Santa Monica a number of times as an agent, but this past November marked the first time I’d go as a buyer. I reached out to my friend June Shelley, a sales agent for many years, who generously offered to be my guide and listened to what I wanted out of the show.
June’s reputation and market longevity brought me credibility: we ended up welcomed into every company suite, and she helped steer me to the most reputable companies. It was a productive show for me: under June’s coaching, I bought excellent programming for my clients.
Schedule some anchor events
A great way to become a hot commodity is having reservations for some hot “off-campus” outings during the conference — like the hot new nightclub, a favorite fun bar, or a popular show. This is a very effective way to endear yourselves to fellow participants who need a break, and a chance to make new friends and contacts.
At NATPE 2009, for example, I made reservations for the Mad Men Revue at the MGM Grand. I booked eight tickets, and had no trouble filling the group. At NATPE 2008, I arranged to meet two headhunters for social drinks at Red Square, which turned into a sprawling fun mixer: everyone had invited extra people, and it proved relaxing, chatty, and fun.
As one specific exercise: make lunch reservations, and invite both people you know and new contacts to join you. Have three acquaintances each invite someone you don’t know to join the group.
Make friends the old fashioned way
During breaks, resist the temptation to call your office or get on your Blackberry. At networking opportunities like breaks, morning coffees, and evening cocktail parties, smile and acknowledge the people around you. Say “Good morning,” or “How’s the conference been for you so far?” as a means of engaging people. People love to talk about themselves, so ask them what they do, whether they’ve come to the conference before, etc.
Take advantage of the last day
If you’ve had trouble booking appointments, or haven’t gotten the responses you desired, here’s an inside tip: the last day of a market or conference is often the most quiet.
You may be able to get in to see someone who was booked earlier — maybe they’ll offer you a cup of coffee! Of course, don’t be too late, or they’ll be packing their boxes.
Have realistic expectations … plan to follow up, not to pitch.
You will make lots of contacts. You can have some memorable, spontaneous, unexpected evenings. But will you be offered a job or close a deal? Probably not.
You will have a bunch of business cards from great people who suggested you call them after the conference. This is where your opportunities are. Honchos are busy at conferences; taking up their time to make your pitch or ask about employment opportunities is a waste of your time, but you definitely should exchange cards and introduce yourself to as many people as you can, and offer to help them.
After the conference, take those cards and information and incorporate them into your conference followup.
Follow up with snail mail
My tip here is to send a well-written letter on nice stationery, with physical attachments that can’t be replicated online. This is not the time for a rushed e-mail or generic approach.
In your letter, thank your contact for being so gracious with their time and interest, and include a specific date and time when you plan to phone their office to follow up. Refer to a résumé or brochure if you’ve attached one, and plan to call them whenever you revisit their city.
Don’t lose sight of your goal at a conference, seminar, or workshop: you’re creating relationships — both personal and long-term. Plan for this outcome, and to have fun!
Pat Quinn is head of Quinn Media Management, specializing in acquisitions, co-productions, and television show representation for national and international companies. Clients include awardwinning screenwriters, numerous U.K. television series, TV2 Norway, TV3 and TV3e Ireland, Tern Television, and Motive Television; she also represents TRC’s annual International Development Programme, sponsored by UK’s BBC and Channel 4.
She’s recently sold projects to outlets including SoapNet, Nickelodeon, Fox 2000, FX, ABC, CBS, A&E, NBC Universal, ABC Family, the Disney Channel, ESPN, Tru TV, Sony, Showtime, Oxygen, HBO, and VH1.