Live events are a goldmine for writers. Why?
Because each year, countless companies spend gobs of money putting their solutions in front of potential buyers at professional conferences, trade shows, expos, and other business events.
And, guess what? Many companies — in spite of spending a few hundred thousand dollars on exhibiting at events — could be doing WAY better with their marketing messages.
They need BETTER MARKETING RESULTS. That’s where you come in.
Let’s look at the scope of opportunity for you with a few wowza facts:
- There are roughly 13,000 conferences and trade shows this year in the U.S. alone. And there are many more global events each year.
- 60% of these conferences and trade shows are in person. (35% are virtual/online, and 5% are a hybrid, where you can attend in person but also have online access to things.)
- In this past year, there have been 7 million total attendees at conferences, and 92% of them specifically attended to explore new products and services. This means people are coming to conferences to BUY or at least start the discovery process.
These events cover every niche industry imaginable.
Take these two examples…
An event for the construction industry with 80+ exhibitors:
And an event for professionals in the pest control industry. They list this information on their website:
“Through NPMA’s exhibit, sponsorship, and advertising opportunities, you will gain access to pest management professionals looking for the following products and services:
Pest Control Products & Equipment, Technology & Software Solutions, Business Services, Fleet & Vehicle Solutions, Safety & Personal Protective Equipment, Facility & Operational Equipment, and Emerging Categories.
If you search online for “conferences in [fill the blank] industry,” you’re bound to find several events in a niche you’re interested in writing for.
I challenge you to give it a try!
Now, here’s the thing…
Anyone who’s selling to a specific market is showcasing their wares at these shows.
And, based on their marketing messages and offers, they can either inspire buyers and thrive like crazy… or bore people.
As a skilled writer, you’re in a perfect position to help them. You just need to connect and start building relationships!
5 Steps to Connecting With Niche Clients Via Live Events
— 1 —
First, scope out the exhibitor list.
Most event websites list their exhibitors, advertisers, and sponsors… otherwise known as your potential clients. If they’re spending big bucks to be at a trade show, they can afford YOU.
Before you arrive at a live event, you can browse through their list and make note of what each company does. Usually, there’s also a website link, where you can check out each company’s web content, blogs, and other marketing materials.
You can also search online with this phrase to learn more about the company:
“ZoomInfo [company name].” Click on the result to see the company’s headquarters, revenue, and number of employees. Good to know!
Make a short list of the companies that interest you the most.
— 2 —
Next, reach out online before the event.
LinkedIn is a great place to do the following:
- Search the company name you’d like to write for (from the exhibitor list).
- On the company landing page, under the category of PEOPLE, look for folks with these titles: Marketing Director, Chief Marketing Officer, Marketing Manager.
- Send a connection request with the note, “I see your company will be at [trade event]. I’ll be there, too. Would you like to connect?”
There’s absolutely no harm in doing this, and, even if you aren’t able to meet up at the event, you may gain some awesome new connections as part of your LinkedIn network.
In addition, start posting this type of content on LinkedIn: “I’m excited to be attending [trade event] next month. Who else is going? Let’s connect!” You never know who will see that and reach out to you, getting the conversation started.
— 3 —
Plan to be a friendly “sponge” at the event.
What I mean by this is… you’re not allowed to pitch your services at trade shows. That’s because companies have spent a ton of money and focus being there to ATTRACT BUSINESS, not get solicited by freelancers.
So instead, plan to stop by each booth and absorb their messaging.
When the trade show floor isn’t super busy or crowded with buyers, introduce yourself and simply ask the booth staff to tell you about their products and services. You could say something like, “I’m a writer/blogger in the industry and I’d love to know more about your solutions.”
That’s it. Just listen and make notes about how you can help AFTER the event.
— 4 —
Ask for the right contact.
When you’re at an exhibitor booth, take business cards for post-event follow-up.
But also, it’s OK to ask a booth staffer, “Who would be the best person to contact in your company to see if they hire freelance writers?”
Most booth reps are happy to tell you.
— 5 —
Follow up!
You’ve made some great connections… and now you can follow up with positive ideas based on what you discovered during the event. For instance…
“Thank you for connecting with me! I enjoyed seeing your booth and your amazing products. Would you be open to hearing some content ideas I have to keep the prospect pipeline going for you?”
Marketers love fresh ideas that may strengthen their marketing results. Give it a shot! You have nothing to lose and everything to gain.
BONUS: See if you can get a speaking gig at the event. That’s what copywriter Carol Bryant did for a conference in her niche, the pet industry. She used that gig to connect with all kinds of marketers before, during, and after the event.
Consider trying these steps with more than one event per year. Once you start searching for niche-industry events and other networking opportunities, you’ll be surprised by what’s happening in your backyard, regionally, nationally, and even online.
Go get ‘em!
