Events are a great way to grow your audience. However, you need a strategy.
Many of us go to great events and collect a lot of great information and meet a lot of great people. We then return home to our to do lists and do nothing.
The notes and names go in a drawer in the desk and we take no action. We have good intentions. We just have other priorities.
In order to get the most out of your events, have a plan.
To help, grab my Building Relationships At Events worksheet at www.PodcastTalentCoach.com/events. This will give you the full strategy to use events to grow your audience.
STRATEGY
When developing your strategy, you need to consider your actions before, during and after the event. Your actions need to be focused and deliberate.
Before the event, you need to plan your attack. Lay out your goals and tools.
During the gathering, you have limited time. Use every minute you have in ways that help you grow.
After the event, tie up the loose ends. This is where the real work takes place.
Let’s look at each of these phases.
BEFORE EVENTS
Before events, it is all about planning. You need to have a goal and purpose.
Do your research. Research the attendees that fit your goal before the event. Find the individuals you’re hoping to meet (and impress).
Dress to impress. As the saying goes, you only have one chance to make a first impression. Don’t blow it.
DURING EVENTS
When you arrive, use your time wisely. Make the most of every opportunity.
Have questions ready for every session you attend for the open Q&A at the end.
Don’t spread yourself too thin. Don’t work the room. Focus on quality vs. quantity. Join in the conversation.
When you meet people, consider their network. Can you help each other make connections? Be a connector. How can you help them?
Listen first, then speak. Ask a lot of questions.
“Who are you?”
“What do you podcast about?”
“How did you get into that?”
“If someone wanted to get into that niche, where would they begin?”
“I’ve enjoyed our conversation. How can we stay in touch?”
Swap business cards to stay in touch. Be sure you don’t use your business cards as spam by giving a card to every person you meet. Give them with a purpose.
Take notes about each meeting. Write on their business card.
AFTER EVENTS
The real results come from your actions after events. This is where the real work takes place.
Follow up is critical. Reach out to each person you’ve met while you are on the trip home. Don’t let this valuable time slip away. Make an impression.
Have a purpose to reach out. Focus on helping them. This is not a time to sell.
Use this sample script: “I enjoyed our conversation at ____. Your story about _____ was fascinating/intriguing/hilarious. Would you be willing to discuss ____/be on my podcast to promote your _____/tell me more about ______.”
LIVE VS. VIRTUAL
Many live events are coming back. Pick and choose the right gatherings and conferences that will help you meet the right people.
Find people who are already talking to the audience you want to attract.
While live events return, continue to work the online events. Many online events will continue to operate, because they are convenient and come with lower costs. Again, find the events that will make the biggest impact in your growth.
WORKSHEET
To help you grow and develop your strategy, grab my Building Relationships At Events worksheet at www.PodcastTalentCoach.com/events. This worksheet lays out the entire strategy you can use events to grow your audience.
If you don’t have a mentor who can take your hand and walk you every step of the way, go to www.PodcastTalentCoach.com/apply, click the button and apply to have a chat with me. We will develop your plan and see how I can help and support you to achieve your podcast goals.
This week, I wanted to review your favorite podcast events. I put out the call for suggestions. Most replies that I received said, “Erik, I haven’t attended any podcast events.”
That’s a shame. There are quite a few great gatherings that can really help you grow.
BENEFITTING FROM PODCAST EVENTS
There were a few suggestions. I also received an e-mail from Cynthia, who was really dejected after attending a conference.
Dear Erik,
I actually attended the National Religious Broadcasters Convention twice hoping to find a way to boost my show and possibly find a radio station that would want to pick it up.
Sadly, I spent a lot of money, but didn’t feel I was able to justify the expense. I was looking for people who were interested in helping me, but all I met were people looking for people who could enrich themselves.
It wasn’t a total waste because some of the sessions were informative and educational. However, I didn’t have one contact that materialized into anything lasting. I may have found some guests, but they were just “one time guests”.
I appreciate your ideas of how to have a real conversation with others for a lasting impact. Podcasting can feel very lonely. I don’t have a team working with me.
There will always be people who want to have us buy their services, but there’s not much to buy until we have a funding stream.
When you attend podcast events, I think you need to approach it differently. Seek to give. Seek to help. What you send out will return to you.
Cynthia, it is time for some tough love.
You say you were “looking for people who were interested in helping me, but all I met were people looking for people who could enrich themselves.” You mention that you “didn’t have one contact that materialized into anything lasting. I may have found some guests, but they were just ‘one time guests'”.
Rarely do people go to events wondering, “Hmm. Who can I help today.” That means you can stand out and be unique by asking that very question.
You can have a real conversation with others for lasting impact by seeking to help them. Talk about them. Discover their struggles. Where you can you help them succeed.
The theory of reciprocity will naturally take effect. People will be more open to helping you if you first help them.
However, don’t expect reciprocity. Let it happen organically, and don’t be upset if it doesn’t. When the student is ready, the teacher will appear.
MY UNIQUE RELATIONSHIP
Being in radio for nearly 30 years, I have attended many, many conferences. I have attended conferences for radio, podcast events, hockey coaching symposiums and others. The opportunity to learn and grow excites me.
My first conference came when I was in college. As the Music Director of the college radio station (and a member of a rap group), I attended the CMJ Music Marathon in New York City put on by the College Music Journal.
It was the summer of 1989. October 26th at the Vista Hotel in New York City at the foot of the World Trade Center.
George Clinton and Ice-T were the keynote speakers. I had a great chat with Ice-T in the lobby of the hotel.
One of my most bizarre relationships began at the CMJ Music Marathon that year.
Each night during the conference, there would be music showcases all around town. Most were free with your conference pass.
Doc and I grabbed a cab and went to NYU to see a hip-hop show. Doc was the other half of my rap duo. Yep. True story.
On the bill that night were quite a few artists. Third Bass, Black Sheep, Young Black Teenagers and others performed. Heavy D. was in the audience checking out the show. The Geto Boys even tried to get up on stage at the end of the show before the sound guy cut their mics.
Third Bass was made up of MC Serch, Prime Minister Pete Nice and DJ Richie Rich. Third Bass was also notable as one of the first, successful, interracial hip-hop groups.
“Pop Goes The Weasel” was the biggest single of Third Bass’ career. They also had a minor hit with “The Gas Face” from “The Cactus Album“. It was their first album, which the group had just released a month after this concert.
On my show on the college station, I had been playing Third Bass for a few months by this time. Their first single was a tune called “Steppin’ To The A.M.” It sampled Pink Floyd’s “Time“. I played the tune a lot on the radio at a time when rap and hip-hop were not part of the mainstream. This was 1989. My airplay helped the song climbed to #5 on the U.S. Rap Chart in some small way.
Jump ahead 17 years to 2006. By this time I was the Program Director of a Top 40 radio station. Third Bass had broken up for a second time 6 years earlier. MC Serch had left his job as a morning radio host to work full-time at Serchlite Music, a promotion company he ran.
Serch was calling radio stations to talk to Program Directors and trying to convince them to play particular singles. I happen to be one of his weekly calls.
During our first call, Serch tells me my name sounds familiar. Johnson isn’t the most unique name, so I figure he is just trying to be friendly. He asks where I have worked in the past, that maybe our paths had crossed before.
Unlike many in the business, my radio career had not taken me all over the country. I had worked in Omaha and Lincoln, Nebraska at this point in my career. That is what I told Serch.
We got to talking about my start at the college station in Lincoln. I told him I started one of the first shows dedicated to rap and hip-hop in the state.
ARE YOU KIDDING ME?
That is when it happened.
Serch said, “That’s it! You were a huge supporter for us back then!”
I said, “Oh, yeah. I played the crud out of ‘Steppin’ To The A.M.’ I loved that record.”
That’s when Serch said, “Yeah, you did. We thanked you in the credits of that album for all of your support.”
What!?! I’m in the liner notes? How did I not know this?
I said, “Are you kidding me? I didn’t know that.”
“You bet,” he told me. “You were a big part of getting us off the ground.”
That night, I went home and got out my “Cactus Album” CD. Sure enough, there I was in the liner notes.
I had made a connection and difference at that conference 17 years earlier and hadn’t even realized it.
And that’s my point. When you are at conferences or podcast events, you never know what might happen or who you might meet. The meeting may not mean anyting at the time. It may not make a difference in the next decade. However, it may just change somebody’s life in ways you never intended.
When you are at a gathering, seek to give and help first. It will all come back around.
Cynthia did say, “It wasn’t a total waste because some of the sessions were informative and educational.” So, where can you find podcast events to make meaningful connections?
SOME OF THE TOP PODCAST EVENTS
Many people who responded to my ask haven’t attended any podcast events. This is a list I have gathered from a few of the best podcasting minds in the industry. I have attended a few of these. I also received recommendations from Dave Jackson at School of Podcasting and Daniel J. Lewis at The Audacity To Podcast and Podcasters’ Society.
Ticket prices and info for these podcast events are as accurate as I could find as of this date. All are subject to change and the accuracy is not guaranteed by any means. Please visit the site for complete details, as they change quite often.
“We’ve formatted PM17 to cater to anyone who is currently involved with, or looking to get into, podcasting and the podcast industry. With the help of over 120 speakers from the best podcasts and the most successful podcast networks and companies, taking part in over 80 different sessions, we try our best to have all our podcasting bases covered.
Attendees will have the opportunity to participate in their choice of over 80 breakout sessions and panels, including sessions on the Technical Track, Creators Track, Business Track, Industry Track, and more!”
“Hivio brings together more than 100 of the most influential people in audio and media for two days of candid, unscripted conversation. Amazing thought-leaders and provocative presentations. No boring panels. No celebrity keynoters.
Media strategist and researcher Mark Ramsey and Slacker’s Jaime Solis host a ‘hive’ of smart people and amazing speakers to see, discuss, and develop big ideas and rising trends in on-demand, radio, content, social, mobile, and technology that will shake up all audio entertainment and information platforms.”
“Podfest Multimedia Expo is the conference for podcasters, digital influencers and changemakers who want to grow their brand and audience and maximize their income.
Conference tracks include monetization, audience building, multimedia, and technical. Plus keynote speakers and social opportunities.”
“We have partnered with one of the coolest event spaces in DC again! The third annual,DC PodFest will be back at The Wonderbread Factory Event Space to bring you an incredible, passionate podcasting event! You can call it a conference if you want to! We think of it as an independent podcast intensive for podcasters and podcast fanatics. We will focus on the business, creativity, and influence of podcasting in various ways throughout the two days. Prepare to be engaged, entertained, and productive. We like to think of it as a family reunion with the family you haven’t met yet. Oh, and everyone in this particular family, has a microphone!
You can feel good about coming to DC PodFest too! Fifty percent of our ticket sales benefit Youth For Understanding’s Intercultural Exchange Programs!”
“Mid-Atlantic Podcast started (December 2014) as a Facebook group for podcasters who live in the Mid-Atlantic States (North Carolina, Virginia, Delaware, Pennsylvania, New Jersey, New York, and Connecticut). The idea was to bring podcasters together for meet ups, Google Hangouts and eventually grow into conferences. After seeing the interest to have a podcast (exclusive) conference in the northeast, Joe Pardo jumped on the opportunity to make it happen.
Mid-Atlantic Podcast Conference (MAPCON) is an extension of Joe Pardo’s passion to host amazing events with great people.”
“The only all-woman podcasting festival on the planet, Werk It presents workshops, demonstrations, mentoring sessions and NSFW conversations about working in audio and digital media. Plus: Networking opportunities, cocktail parties, and live podcast tapings at The Theatre at Ace Hotel in downtown Los Angeles!
New this year: Podcast Bootcamp. This one-day course will be taught by the top women in our field. It is designed for entry-level or early-career audio producers, as well as women who work in media or other related fields and are now moving into the podcast realm.
Werk It is a production of WNYC Studios, the beautiful people behind Radiolab, Freakonomics Radio, Death, Sex & Money, 2 Dope Queens, Note to Self, Snap Judgment, Sooo Many White Guys, Here’s the Thing, the New Yorker Radio Hour, On the Media, Only Human and more.”
“Podcast Cruise 2017 will combine some of the world’s top podcast personalities with an elite group of attendees as they join forces to discuss emerging strategies, latest trends, and best practices that will help you create, grow, and monetize your podcast. Space is limited!
Podcast Cruise will depart from Ft. Lauderdale, Florida, on February 11, 2017, and return on February 16, 2017. Registration is limited to the first 40 attendees to ensure they get the full benefits of this exclusive gathering.
The podcast conference includes two full days of elite level training and masterminding, including keynote speeches, panel discussion, small group roundtables, and more.”
The next cruise is not yet scheduled.
There are also many local and regional groups that meet. Google podcast events for your area. Look for meet-ups. Get out to one of these great events.
In the episode last week, we discussed the best way to make connections at podcast events. Most of the suggestions focus on seeking first to help.
As Zig Ziglar always said, “You can have anything you want in life as long as you help enough other people get what they want.”
Help people. Serve. That is where your next relationship will begin when you attend your next podcast event.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
Building relationships is critical when it comes to growing your podcast or business. Whether you need interview guests on your show, business peers to help brainstorm ideas, or joint venture partners to help launch your products, connections are the foundation of all we do. One of the best ways to move your podcast and business forward is to build relationships at events.
Last week, we discussed the steps involved in creating new relationships. This week, we will focus solely on how to build relationships at events. With Podcast Movement coming in August, now is a perfect time to begin planning. (Use the coupon code sop10 to save 10% through School of Podcasting)
When I attended New Media Expo a few years ago, I developed a specific plan to be most effective over those three days. That plan included rekindling current relationships with longtime friends, strengthening relationships with casual acquaintances and developing new connections with other key individuals.
There simply wasn’t enough time to be able to meet everyone at New Media Expo. Therefore, I needed to be sure I met the right people. It is all about purpose and focus.
There are three phases when you build relationships at events. The process includes planning before the event, acting during the event, and following up after the event. Let’s look at all 3.
1. PLANNING
Have a goal/purpose.
Do your research. Research the attendees that fit your goal before the event. Find the individuals you’re hoping to meet (and impress).
Dress to impress.
Bring business cards.
2. AT THE EVENT
Have questions ready for every session you attend for the open Q&A at the end.
Don’t spread yourself too thin. Don’t work the room. Focus on quality vs. quantity.
Don’t be afraid to join in the conversation.
Treat people like friends.
Consider their network – can you help each other make connections? Be a connector.
How can you help them?
Be yourself.
Have conversations.
Make an effective introduction – I am _(name)_, I help _(niche)_ do _(attribute/skill)_ so that _(benefit)_.
Listen first, then speak.
Ask a lot of questions.
Who are you?
What do you podcast about?
How did you get into that?
If someone wanted to get into that niche, where would they begin?
I’ve enjoyed our conversation. How can we stay in touch?
Swap business cards to stay in touch. Be sure you don’t use your business cards as spam by giving a card to every person you meet. Give them with a purpose.
Discuss commonalities.
Be specific.
Get to the point.
Don’t be a product-pusher. Seek to help.
Take notes about each meeting. Write on their business card.
Be friendly – smile, open posture, great handshake, show sincerity and interest and focus on how people feel when they’re with you.
Do not, under any circumstances, ditch a conversation partner for someone more “important.” Give your full attention.
3. FOLLOW UP
Follow up is critical. Reach out to them on the trip home. Have a purpose to reach out. Use this sample script:
I enjoyed our conversation at _______. Your story about ___________ was fascinating/intriguing/hilarious. Would you be willing to discuss _________/be on my podcast to promote your ___________/tell me more about _________.
Focus on helping them. This is not a time to sell.
Use these three phases to build new relationships at events you attend. Let these be thought starters. I would love to hear what other relationship tactics you use at events. Post in the comments below.
Do you need help with your podcast? E-mail me any time at Coach@PodcastTalentCoach.com. Let’s see what we can do.
