Decided to attend an upcoming conference? Hitting up the trade show circuit over the next few months? Or even just involved in an upcoming virtual event? Taking part in events like these are a staple for public companies and can be a great addition to your investor acquisition strategy.
All too often, however, opportunities like these are effectively wasted in many ways because a strategy wasn’t planned or executed properly. You have to figure out how you can stand out, and once you have their attention, how to keep it – and how to get them to convert. Here are some helpful tips to make sure you and your organization are getting the most out of your experience on the road.
- Perfect your “elevator pitch”. Remember: you’re not on the elevator to the top of the Freedom Tower. You only need a 15 – 30 second pitch. Carpe momentum! Seize every minute – not just the day.
- Get their attention by making it visual. Sure, PowerPoint is easy, functional and everybody uses it – which is exactly why it’s not memorable. Set yourself apart from the pack with a visual package. Fact is: one minute of video is equal to 1.8 million words. Interested now? How about this: viewers retain 70% of a message when they watch it in a video compared to 10% when reading it in text. Thought that might get your attention!
- Coach your speakers and presenters. Is your CEO giving a talk or a presentation? Likely, he or she will need coaching. Coach your speakers and presenters to the best of their ability – it makes a big difference. They are ambassadors and representatives of your company. How can they stand out and be memorable, all the time retaining an image of professionalism and expertise?
- Collect ‘em all. Collect e-mail addresses, LinkedIn Connections, phone numbers and more: This is kind of a no brainer. Let’s get them to give you their info – and you don’t need to give away an iPad to get it. Pique their interest, but -let’s be honest- most people aren’t pulling the trigger on the spot and you don’t want to lose a potential shareholder. Ask attendees for their email address for your newsletter list so that in case they aren’t interested yet, or forget about you after the conference, they can be reminded.
- Give the audience an exit survey. If you can get honest, accurate feedback there is almost nothing that’s more valuable. Learn what investors thought of your presentation. See what you did right and what you did wrong. How can your company improve in their eyes? Learn what turned investors on or off so that you can do more of what worked and less of what didn’t.
- Have a mobile strategy. Everyone will have their smart phones with them. It’s a given. If you follow the tips above, they’ll most likely pull them out to connect with you, or look to see if they can get more information. It’s essential that you have a plan for that. First stop: Assessing your website for mobile optimization.
Have some conferences or roadshows coming up and not sure how to proceed? If you’d like to learn more about this topic, or have questions, reach out to us at HiltonAdvisory.com and request a free consultation. We specialize in helping public companies attract, engage and convert investors of all sizes and we’d love to see how we can help you. Team Hilton • 585.290.1255