Maximizing Your Time at Industry Events: Tips for Advertising Week 2024

Industry events like Advertising Week 2024 are goldmines for sales professionals. They offer the chance to meet new prospects, connect with industry leaders, and stay ahead of the latest trends. With the Winmo team hitting the ground at this year’s Advertising Week in New York City, we’re sharing our best tips to help you make the most of any event — whether you’re schmoozing at a networking mixer or soaking up insights in a keynote session.

Here’s how to maximize your time and get the best ROI from your next industry event.

1)  Have a game plan

Before you dive into the hustle and bustle, set clear goals for what you want to achieve. Heading into an event like Advertising Week without a strategy is like trying to find your way in a new city without a map.

• Do your homework: Check out the event schedule and flag sessions or speakers that are relevant to your business. At Advertising Week 2024, there are big names from brands like NBCUniversal and Google, so prioritize the sessions that will provide insights for your sales strategy.
• Create a hit list: Know which companies and key prospects are attending, and make a list of people you’d like to connect with. Many events, including Advertising Week, offer apps or platforms where you can see who’s going and even book meetings in advance.
• Schedule strategically: Don’t leave meetings to chance. Reach out ahead of time to set up a few key one-on-ones. It’s always easier to grab someone’s attention with a planned time slot than trying to squeeze in a conversation in a crowded hallway.

2)  Network with intention

Industry events are packed with networking opportunities, but let’s be real — you can’t talk to everyone. Instead of spreading yourself thin, focus on making meaningful connections with the right people.

• Be selective: It’s not about collecting as many business cards as possible. Take the time to engage in deeper conversations with a handful of key prospects. Ask thoughtful questions and listen closely to their pain points. This shows you’re interested in solving their problems, not just pushing your product.
• Use social media to your advantage: Follow the event hashtag (for Advertising Week, it’s #AW2024), engage in online conversations, and share your insights. This can spark connections that you can continue in person.
• Don’t skip the social events: Networking isn’t limited to daytime sessions. Attend mixers, happy hours, or any other social events to connect in a more casual setting. You’d be surprised how many deals start over a drink or two at an after-hours party.

3)  Balance learning with lead generation

It’s tempting to sit in on every session, but remember: your main goal is to generate leads. While learning from industry leaders is crucial, you also need to use your time to meet potential clients and partners.

• Prioritize relevant sessions: Pick the sessions that will offer the most value to your business and clients. If your focus is digital marketing, attending talks on AI or programmatic advertising will give you valuable insights to share with prospects.
• Turn sessions into sales conversations: Use what you learn as a way to start conversations with potential clients. Sharing key takeaways from sessions shows you’re staying on top of industry trends and can position you as a trusted advisor.
• Leave some free time: Don’t overbook your schedule with back-to-back sessions. Leave room to explore the exhibit floor, jump into impromptu meetings, or follow up with contacts you meet during the day.

4)  Follow up, follow up, follow up

The real work starts after the event. Your follow-up game will determine whether those conversations and connections turn into actual business opportunities.

• Be personal: When following up, don’t send generic emails. Reference your conversation and provide something of value. For example, “I enjoyed our chat about programmatic trends at Advertising Week. I came across this article that might help with the campaign we discussed—let’s set up a time to talk more.”
• Stay on their radar: After your initial follow-up, keep the relationship warm by staying in touch. Share relevant content, invite them to future events, or offer to introduce them to others in your network.
• Track your progress: Did you hit your goals? Did you make valuable connections? Take a moment to assess your wins and areas for improvement. This will help you refine your approach for future events.

Events like Advertising Week 2024 offer sales pros an incredible opportunity to build relationships, stay on top of industry trends, and generate leads. By planning ahead, networking with purpose, balancing your time, and following up effectively, you can turn your event attendance into real business value. As the Winmo team continues to make moves this week, we’re excited to see how these strategies help drive growth and foster new opportunities. Whether you’re attending a global event or your next industry meet-up, these tips will help you make the most of it.

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