If you are looking for basic tradeshow tips such as "wear comfortable shoes", "plot out who you want to meet ahead of time" and "bring business cards", etc. this isn't the post for you. This is a post based on 19 years of attending Legaltech New York and most all other legal events and conferences. We make the joke annually that it's no coincidence that Legaltech is always within a few days of Groundhog Day. Legaltech's timing is unique in that it allows you to kick off the new year with a bang, however it can also make for a brutal week. With the morphing of Legaltech into Legalweek, this is even more so the case. Here are some Legalweek 2019 'coping' tips which will hopefully have you looking back at the week ahead with enthusiasm not vitriol.
1. There is no ‘cone of silence’!
You wouldn’t believe the things we’ve heard in the common areas of the Hilton over our 19 years attending Legaltech. Realize that the property is a ‘hot’ spot and that you never know who is at the table beside you in the restaurant or sharing the elevator with you, so be discreet! Update: I'm going to extend this tip out two blocks in all directions. If you are at the Warwick or the Starbucks or the corner pub, it can still be full of Legalweek attendees or your competitors!
2. Multi-task
There is a lot to take advantage of at Legalweek, so often plans for the event begin and end with working your booth. To maximize your investment, take advantage of all the opportunities available to network and/or promote your brand including connecting with partners, media, bloggers but also take time to meet with legal associations on-site such as ILTA , ARMA, AALL or AECDS.
3. "Social" networking
The first word in social networking is SOCIAL. In an industry with the staying power of legal - no one ever leaves, they just change companies/firms - it is just as valuable to make social connections with peers and contacts. During social events, stay social! Don’t start listing the bullet points for your product or bust out a laptop/tablet for a ‘quick demo’. Seriously… it happens all the time! Also bring your manners to the Twitter-verse and don't hog the hashtag. There are many people that participate in the Legalweek social media world so be respectful and don't hog the hashtag! If you are including the #Legalweek19 hashtag (which you should), don't send tweets from multiple company/employee accounts multiple times in a row. There are always a few people/companies that decide that social media success is based on the number of tweets they post. In fact, often those people are ridiculed and avoided, so don't be one of them!
4. Meeting space hell
Unfortunately, one of the biggest challenges at Legalweek is finding a space to meet on-site, so prepare accordingly. All major events should provide ample space for their attendees to sit and network, but unfortunately, the main common area for meetings during the day is now rented out by ALM to vendors for their meetings during the day, so it's been closed off. We suggest you book a separate meeting space, locate a few off-site meeting options beforehand or just direct all meeting traffic to your booth to collectively find appropriate space. We have managed to find a few choice places to meet, but then again, you don't expect us to publish those, do you? :-)
However, we've found a couple of creative ideas from the suspended glass box meeting room above to the "portable chair" to the right (try at your own risk!). Next year, someone should give them away in the exhibit hall!
5. Beware of the 'convenience' of the coat check
In the past, recovering from hypothermia because I walked to the Hilton without my coat was less annoying than standing in the coat check line. Seriously. (OK, obviously the photo is an exaggeration but you get the idea!)
6. Measure up the competition
If you are a technology vendor/Legaltech exhibitor in town for the week, this is the perfect time to 'compare and contrast'. What are companies in your application area promoting this week? How visible are they? How is their exhibit floor/booth traffic? What are they doing that you might be able to pull off better? Did you know there is a full schedule of demos and product pitches happening throughout the week? And, there's a new Legaltech Product Innovation showcase and award to check out and vote on via the app. Don't come to town solely focused on booth duty and the 'wine and dine'. Be aware, take notes, and share it when you get home.
A variation from a post originally published January 20, 2015