Are You Maximizing Every Conference Opportunity?

Deciding whether to attend or exhibit at a conference is not just about showing up for one year. We view it as a long-term commitment. If you want people in the industry to know about your company, you have to be there. 

If you are going to exhibit, your booth should clearly show what your company offers. Having a booth year after year can help build recognition and give you a space to hold meetings.  For Craig Steven Development Corporation, at the ICSC@MIDWEST show that means displaying our shopping centers and giving people a chance to ask questions about our portfolio. After 55 years in business, it is less about getting our name out there and more about connecting our name to the actual properties we own.  

People notice when established companies stop showing up. It can make others question whether the company is still active or relevant in the industry. At the same time, conferences can be expensive, so the cost should always be considered and included in your annual budget.  

 

What Makes a Good Conference?  

A good conference is one where people are there to make deals.  

The venue can also make a big difference. A strong location, good energy, and an organized setup can make it easier to meet people and have productive conversations.

We have even had a lease signed at an ICSC conference, and we encourage our brokers to use conferences as motivation to move deals forward. That could mean completing a deal before an ICSC show date, or getting a letter of intent signed during the show. As owners, we want our brokers to be active and make the most of the event.  

 

Preparing for ICSC@MIDWEST  

Preparation should start early.

It is important to have your business cards, brochures, marketing materials, and signage ready.  

If you have a booth, review the floor plan, nearby exhibitors, event times, staffing needs, and setup details. For first-time attendees, bring a small notebook, business cards, comfortable shoes, and a small backpack.  

Most importantly, try to meet as many people as possible.

 

Follow-Up Matters  

The work does not stop when the conference ends.  

When following up with retailers, I usually wait about a week to a week and a half. Reaching out too quickly often leads to fewer responses because people are still catching up after the event.  

The best results come from preparing early, being involved during the show, and following up afterward.

 

Looking forward to seeing you at ICSC@MIDWEST in October!