PUBLISHER ‘S CORNER I don’t know about you, but when I’m attending conferences and trade shows, I’m
setting a goal for myself before I even leave my office to head to the event. I develop a checklist of potential value points tied closely to specific sessions and networking events at the conference. Tis makes it easier for me to develop a game plan and clear objectives before attending. By doing this, I am able to set expectations for myself and create some tangible return on investment. Tat ROI should come in the form of forging new relationships and obtaining knowl-
Setting
Conference Goals
By Tony Corpin
tony@stnonline.com
edge or information on new products and services, trends and current events. When I head home, I want to feel that I received a great value for the time and money spent. As the NAPT and NASDPTS annual conferences approach, I would recommend you
do the same. As transportation professionals, more often than not you will need to quantify to your supervisor or boss exactly why you need to attend a conference and trade show. First, I’d start with doing some homework, like visiting the conference website to find
out the current schedule for classes, networking events and the trade show. Once you get a solid overview of what you can accomplish in the time allotted, you have to make some hard choices on the classes to attend, what networking events to be at and which booths to visit. According to trade show expert Jefferson Davis, owner of the trade show consulting
firm Competitive Edge, research shows that 75 percent of trade show attendees arrive with an agenda, deciding in advance who they will talk to and what booths they will visit. Davis explained that the use of pre-show marketing collateral is utilized to attract
attendees to vendor booths. Tat’s accomplished by a combination of pre-show direct mail, print advertising, emails, and sending out personalized VIP invitations. Did you receive any pre-show marketing for the NAPT Summit? You are holding the October issue aren’t you? Take a second look at what the advertisers are promoting. Are you interested in stop-arm cameras? Check out our product overview on page
72. Or maybe you are looking for the latest in A/C technology, alternative-fuel vehicles, contractor services, seat belts, transportation software, student tracking or vision sys- tems. Be sure to let vendors now how you found them and what motivated you to stop by their booth. Also be sure to ask how they can help your operation save money, cre- ate efficiencies and improve safety. Attending the hosted networking events is also important. Tey are a great oppor-
tunity to interact with peers. While networking, be prepared to exchange information with others. Don’t forget your business cards. Tat exchange of information is a vital process to the success of your event experience and the vendors, too. After your conference is over, be sure to revisit your checklist of goals. Did you set
clear goals in advance? How successful were you in achieving these goals? What actions will you take in the next 90 days to apply this new insight? Finally, 90 days later, revisit your checklist of goals one more time and find out how
these actions are impacting the bottom-line. Even the best plans tend to change and you are likely to be pulled in many directions
with colleagues, industry peers and vendors. Be sure to remember the goals you set for yourself and make the most of your conference experience. ■
82 School Transportation News Magazine October 2012
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