We are readying for the 2012 ILTA Conference and, if you've attended ILTA before (this will be our 14th!) you know that it is nothing like a 'typical' trade show. ILTA is all about community, peers sharing ideas, meeting new people, networking, and above all, the education. With that said, if you are a vendor or consultant pass holder you shouldn't take a 'trade show' approach to your participation there. Before we get into some great vendor marketing and conference participation examples, here are a couple of 'differences' about the annual ILTA educational conference.
Educational Sessions - Everyone is invited to attend the educational sessions. Most other conferences don't allow vendors to attend the sessions and so ILTA is refreshing in that they don't only allow it - they encourage it. Not only is it great to take advantage of the incredible education, it is also a great way to network with ILTA members. Just remember, if you are in a session, don't approach a member like they are at your booth. If you make a connection, there is a much greater chance they will come by your booth later.
Social Networking - The social events provide an opportunity to network and meet the ILTA members - and your vendor peers - in a social setting versus standing across from each other in a booth. The legal marketplace is unique in that most people may change positions or firms/companies, but they don't leave the industry often. With that longevity, it's even more important to have a solid foundation to your relationships. Again, it goes without saying that you shouldn't whip out an iPad to do a quick demo in the middle of a reception! I know that sounds crazy, but trust me, it happens. We've heard the stories from the ILTA members to prove it.
With the basics covered, here are some examples of creative approaches vendors have taken to maximize their ILTA conference marketing and 'buzz' efforts:
Make it Easy For Your Clients...and Prospects
With all that goes on during those four days, a great idea is to create a page on your website that lists all your ILTA activities - sessions, parties, etc. Aderant has a great example of this and their page includes information on their sessions, demo room presentations and allows for participants to register to attend from that page. This is helpful to not only their clients in search of training, but prospects as well.
Have Fun
One constant crowd favorite at the ILTA Conference each year is Donna Payne with Payne Consulting. Even considering she is one of the top industry thought leaders, she knows how to have fun as well. Another incredible example of this is ILTA itself. ILTA works hard and is serious about the Conference, but they believe in playing hard too! As long as you know when to be serious, being playful can allow you to better form true relationships with ILTA members and industry peers that will last longer than a stiff greeting from the back of an exhibit booth.
Scholarship Contest
For the fourth year, Workshare offered a scholarship program to pay the way for 2 ILTA members to attend the annual ILTA conference (including registration fees, lodging and airfare). To enter, they asked that you follow Workshare on Twitter and then tweet 1 of 4 messages they crafted about their product announcement at ILTA (up to 3x a day). Although I prefer a contest or poll over requiring participants to post canned promotional tweets about your product, this is a great idea and a very popular program that not only garners good will among the membership, but allows for a good deal of publicity. Kudos!
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Creativity and ingenuity know no limits so we are bound to encounter many more examples of memorable marketing efforts from this year's ILTA vendors.
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