Booth or Bust: Navigating the Conference Circuit as an Entrepreneur/Author
Introduction
In the world of entrepreneurship and authorship, one of the most challenging decisions involves whether or not to participate in large scale conferences or expos. Whether it's weighing the financial investment against potential gains or considering the impact on visibility and networking, entrepreneurs and authors often find themselves at a crossroads. Amber Raymond (Social Worker, my co-author, and niece) and I have been honoured to have a booth at the American Library Association Conference (in Chicago), as well as Reading for the Love of It (In Toronto) in the past year. We made the decision to be involved in each of these, as well as future ones, by taking many factors into consideration.
Is the Investment Worth It?
Conferences come with a hefty price tag, often ranging from hundreds to thousands of dollars for attendance, booth space, accommodations, travel or workshop presenting opportunities. As Canadians, we also have to take into the account the currency exchange rate, which can increase the cost by over 40%. Each time we consider a submission, we have to carefully evaluate the return on investment (ROI) in terms of book sales, brand exposure, and networking potential. More importantly for us is our never-ending question, “How many homes or classrooms could be impacted in a positive way as a result of the connections, sales or impromptu conversations we will have?” That’s a tough one and very unpredictable.
Pros of Visibility: Amplifying Reach and Influence
Visibility is crucial for any entrepreneur or author looking to make an impact. Conferences offer a platform to showcase products, share expertise, and connect with a targeted audience. For "The Power of Thought" series and the related products we offer, being visible at conferences provides an opportunity to reach parents, educators, and influencers who can amplify the message of having a proactive lens when it comes to emotional regulation and management for children. Through our presentations, interactive booths, and networking sessions, we establish credibility and cultivate relationships that extend far beyond the event.
Cons of Taking the Risk: Navigating Uncertainty
However, the decision to participate in conferences is not without its risks. Beyond the financial investment, there's the uncertainty of ROI. Will the cost of attendance translate into significant book sales? Will the audience resonate with the message of "The Power of Thought" series? Additionally, there's the cost of time when we have to take time off of work and away from our families. Can our resources be allocated elsewhere, such as digital marketing campaigns or direct outreach to influencers?
Maximizing Impact
To mitigate the risks and optimize outcomes, let’s approach conference participation strategically. This involves thorough research to identify events aligned with the target audience and theme of "The Power of Thought" series. For us, that includes parents, educators and libraries, which has countless opportunities.
Often, conversations with fellow entrepreneurs who also believe in collaboration over competition open doors. We have joined forces with like-minded people with visions that align with ours in developing submissions as co-presenters. For example, working with Margaret Boersma not only helped us both see things from varying points of view, we dove into current research and developed our plan while pushing each other to think outside of the box. Not only does this collaboration raise the bar, it also cuts the financial cost in half.
Which conferences have served them well? Negotiating favorable terms for booth space or speaking slots, where possible, helps maximize visibility while minimizing costs. Sometimes there are options on the size of the booth and if we are also workshop presenters, that most definitely has its perks with a fully engaged audience who chose us because they have a connection. Leveraging social media and pre-conference promotion can drum up anticipation and attract attendees to the booth or presentation.
The Ripple Effect of Word of Mouth
Ultimately, the goal of conference participation extends beyond immediate book sales. It's about planting seeds for long-term success through word of mouth and endorsements. By forging genuine connections with attendees, speakers, and fellow exhibitors, entrepreneurs can spark conversations that ripple through networks, leading to recommendations, reviews, and partnerships that amplify the reach and impact of "The Power of Thought" series. From our experiences, word of mouth and the feedback we receive about the impact our books is having, liftsand empowers us.
Conclusion: Balancing Risk and Reward
The decision to participate in conferences requires careful deliberation and strategic planning. While the financial cost may seem daunting, the potential benefits in terms of visibility, networking, and word of mouth can outweigh the risks. By approaching conference participation strategically and focusing on customers as well as forging relationship with fellow entrepreneurs, we can elevate our brands, amplify our message, and ultimately, have more impact on families and educators as our books/products/resources find themselves in classrooms, libraries and homes.
Every decision shapes the narrative of success. With a clear understanding of the conference conundrum and a willingness to embrace calculated risks, entrepreneurs can navigate this terrain with confidence and conviction, reaching new heights of impact and influence. For us, the risk has most definitely been worth it! And who knows, maybe a publishing or educational company will want to make us an offer to scoop up our book series, making it more universally accessible through their global reach. Anything is possible.
