If you have a business, then you likely have the opportunity to attend at least one trade or membership convention every year.  They can be great opportunities to expand your business, make valuable partnerships, and get feedback on your business plans from experienced leaders.  They can also be exhausting wastes of time and money. 

Fortunately, it is up to you to decide which one it will be.

First, make sure the conference is right for you.

• What do you expect to get out of the conference?  Is that outcome worth your time and expense?
• Will the attendees be good resources/customers for you?
• Can you contribute in a meaningful way?
  

If the conference is right for you, then start planning.  Many people spend more time considering what to put in their luggage than what to do for their business.  Don't make that mistake!

• Study the agenda and make plans to meet influential attendees/speakers. If you have a proposal for a book, article, or idea, carry it with you.  You may not have the chance to present it (and shouldn't push it off on someone unsolicited), but if the opportunity arises, be prepared to give it away immediately when asked.  If you have to go back to your room or email it later the magic of timing may be lost.
• Let your existing contacts know what you are doing.  Set up an out of office email message that lets your customers know when you will be checking email/voicemail each day along with an exciting message about where you will be and why. 
  
• Do you have enough business cards? 
  
• Do your cards have your picture on them? If you attend a show with over 500 people, chances are you will be easily forgotten without one (make sure it is a recent one that actually looks like you, not a 10-year-old glamour shot)
• Can you write on the back of your card? If you get glossy cards, make sure the back is matte so you can write something to jog the memory of the person you are talking to.  Do the same on the back of their cards when you get them to help you follow up later.
  
• If you are attending a very large show and expect to give out at least a box of cards, consider printing a special set just for the conference with pertinent information ("see me at booth 123" or "mention the conference special to get 15% off at my website")
• My friend Zita Gustin recommends using Ziplock bags for every day of a conference to sort your cards (and even further sort them if you like by "potential customer" and "potential referral partner").  When you get that many cards, it is hard to keep them organized, and you will not remember if you don't have a system. 
  
• Make a plan for followup before you leave. 
  
• If you write cards, bring enough with you along with stamps.  Mail them from the hotel so your contacts will have their cards when they get home. 
• Avoid writer's cramp and save time by using an online card system like Send Out Cards.  I love the way I can customize cards, use my own handwriting, and insert a digital business card on the inside cover.  And I never have to worry about buying stamps because Send Out Cards prints and mails them for me.  Spend 20 minutes every night on this in your hotel room and you won't have a mountain of cards at the end of the week wondering who all of these people are and why you want to know them.
  
• Bob Burg of Endless Referrals advocates using a "referral card" - an 8-1/2 by 3-1/2 inch card with your picture and relevant info - to send as your first contact with a new person.  He then continues to follow up with Send out Cards.  I just had these printed and will be using them for the first time at the eWomen Network Conference in Dallas this month and will let you know how this works.  Here is a copy of the card I'm using.
• Will you have a booth?  Offer a giveaway in exchange for signing up for your subscription list.  Make it easy by allowing them to drop in a business card instead of filling out a form.  Then scan the business cards into your list when you get home with a tool like Neat Receipts.
  
• Prepare a followup item such as a special newsletter, report, ebook, or pictures from the conference to send out to your new contacts afterward.  Provide something of value along with a link to sign up for your subscription list.  It goes without saying (though I am saying it) that you cannot add people to your email marketing list without their permission.  Don't risk being labeled a spammer and lose your credibility by doing this.  Always get permission.

If this sounds like a lot of trouble, you may not be in the right frame of mind to make the most of the convention.  It does take time to prepare, but if you love what you do it is a great opportunity to grow your business and won't feel like work. 

"Coming together is a beginning.  Keeping together is progress.  Working together is success."

~ Henry Ford