Getting the most out of industry events: Part four 5

This is the fourth post in a series of weekly blog posts with tips to get the most out of translation industry events (see Part one, Part two and Part three). As explained in the first part, tips will be grouped into “before the event”, “during the event” and “after the event” for easy reference. Please feel free to post below and share your tip(s)!


Before the event

Tip 4: design a marketing plan

In general, attending conferences and other industry events costs not only time, but also money. Taking a couple of days off, sometimes travelling and staying at hotels, attending networking dinners, all these represent an expense. However, as your own business owner, it’s up to you to turn these expenses into an investment. How? By designing a marketing plan to be implemented before, during and after the event, and that allows you to see a return of your investment through new clients and collaborators.

GabrielCabrera

Personalized business cookies baked by Gabriel Cabrera and shared with attendees to the ProZ.com 2013 regional event in Madrid, Spain.

The first step in drafting a marketing plan to be implemented when attending an industry event may consist of defining three basic points:

  • What you want to accomplish: define your marketing goals. Do you want to make yourself / your company known? Do you want to build better relationships with colleagues? Do you want to meet new clients / collaborators? Do you want to share information, content or opinions with others in the industry? Do you want to explore new service types / approaches? Do you want to raise funds to support a further investment?
  • What tools you will use: make a list of the marketing tools you will use to reach your goals. Social media tools, CV / resume, business cards, demos, other marketing items.
  • How you will use those tools: decide how you will use each marketing tool. Will you give a business card to every attendee or just to those who may be potential clients / collaborators? Will you give a demo presentation of your services to potential clients only or to everyone? Will you use social media to target potential clients, potential clients and colleagues in general, or potential clients and potential collaborators? Will you give a copy of your CV to sponsors? Defining the use of your marketing tools will require defining your target audience and this will depend on what you want to accomplish.

Other important points may relate to timing (when you will use marketing tools or when you’d like to accomplish your marketing goals).

Once you have defined marketing goals, tools and their use, it’s time to implement your plan. Keep in mind that there are plenty of marketing strategies you can apply even weeks before an event (most of these using online resources). Start announcing your attendance to the event, show potential attendees how you are preparing yourself, get in touch with attendees you will want to meet in person and make arrangements. Almost everything counts when it comes to promoting yourself while learning, networking and having fun!

Do you have a marketing plan for attending industry events? What does it include?

Post below.


The next part in this series will start introducing tips to get the most out of industry events while they occur. Stay tuned!

5 comments

  1. Thanks Lucia for your mention.

    In fact baking cookies for every event costs me a lot of time and a bit more of money than normal visit cards but it is really worthy since everybody remembers me. The only problem is that in some events I lose my name to become “El de las galletas”😀

    However I strongly recommend everybody to find their uniqueness in this wild freelancers’ world.

    Best regards!

    Like

  2. Hey, that’s actually not a bad name for a business, Gabriel! “The cookies professional: translation, interpreting and cooking services.” Some say diversification is another good strategy in the business…😉 Thanks for stopping by…

    Like

  3. Just thought the same, if you are already known as the “cookie lady”, why not use this name for your business? (in this case, I could bring like 100 bottles of wine or a wine-opener, wine labels, o gosh, stop my brain!!!)

    Like

  4. Oh, kishajnalka, it’s not me the one who bakes cookies (I’m a terrible cook in fact!). The “cookies guy” is Gabriel Cabrera, a well-known member of our community. I’d be in for some wine though.

    Like

  5. Pingback: Weekly favorites (June 20-26)

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