Are you actively attending industry events? Depending on the type of business you do, you may or may not see the value in being part of the business community – but assuming you have attended these sorts of events before, you will likely know that there is an unspoken pecking order of attendees and it is all based on one thing … your badge.
At every conference or tradeshow, you get this badge or nametag. I have a box full of them in my office, with an increasing number of them with the title of "Speaker" affixed beneath my name. I recently had a conversation with some colleagues about the importance of being a speaker at an event. Often, the most important benefit is not just the visibility of speaking, but the license that speaker tag gives you to have a conversation with other speakers. If you think about it, the badges at a conference are like a caste system. Your badge identifies which group you belong in and can often dictate how people embrace or shy away from a conversation with you.
There are usually only five types of badges that you can get at a conference (listed in order of prominence and respect):
1. Speaker
2. Media
3. Sponsor
4. Attendee
5. Vendor
Being a speaker is usually the best choice, because it positions you as an expert at the event and you also have a chance to demonstrate your expertise in front of a subset of attendees. Media is usually second best, because just about all the sponsors and vendors (as well as the attendees) often want to get media coverage. The reason attendees is a low 4th is because from a networking point of view, simply attending can be a tough place to be because you are one of many attendees (depending on the size of the event). Lowest on the list is a “vendor” – meaning someone who simply has a booth or is just trying to sell something at the event.
As you think about attending your next event, think about the role you will take in it as well. Though speaking may seem out of reach or you may not think of yourself as a public speaker – there are several ways to participate in an event and share your unique point of view. Panels, for example, can be effective ways to be a speaker without the dreaded moment of being up on stage with a powerpoint and all eyes on you. On a panel, usually the moderator asks a question which you answer along with 3-5 other people sitting at a desk. It’s a low pressure speaking situation.
Starting a blog or contributing to an existing website or blog can often be enough to earn you a media pass to an event as well … which is the second best tier of conference attendance. The added benefit for both of these top two is that they allow you to be part of an event for free! So before you work out your plans to be part of your next event, think about how you might be able to speak or be part of the media. Not only can you save some cash, but you’ll likely make better networking connections from the event as a result.
