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How to Actually Maximize Events (Instead of Just Collecting Lanyards)

Conferences used to stress me out.

I’d show up, roam aimlessly, drink too much coffee, and leave wondering if it was worth the $3,000 and 3 days away from my inbox.

But now? I walk in with a game plan and walk out with ROI.

Here’s the strategy that works for me (and anyone who wants to treat events like a business growth lever, not a forced networking marathon):

🧠 1. Set One Clear Outcome

Forget trying to “meet cool people” or “learn new things.” That’s tourist mode.

Pick one specific outcome:

• “Land 3 warm intros to [target customers/investors/partners].”

• “Meet one person who’s solved [your problem].”

• “Book 5 calls next week.”

Be ruthless. Everything you do at the event should serve that one goal.

📬 2. Pre-Game Like a Pro

The event doesn’t start when you get your badge.

It starts a week before.

• DM attendees via LinkedIn or Slack.

• Send a simple, no-pressure message: “Hey, saw you’re heading to [event]. I’ll be there too — want to grab coffee and swap notes on [relevant topic]?”

• Book a few 1:1s in advance so you’re not wandering around hoping to “bump into” someone.

Bonus move: Host a micro-event. Grab a quiet table at the hotel bar, invite 5 sharp people, and be the connector.

🎯 3. Be Sharpened, Not Scattered

Skip the panel with 9 people saying “AI is the future.”

Instead, pick a few highly specific sessions that map to your business problems.

And if you’re not learning or connecting in the first 10 minutes? Walk out. No one remembers the audience anyway.

🤝 4. Forget “Networking.” Be Useful.

Networking is dead. Being useful is alive.

When you meet someone:

• Ask what they’re trying to do this quarter.

• Share a relevant tactic, tool, or intro.

• Send them a follow-up with value, not a pitch.

You’ll be 1 in 100. And they’ll remember you.

📆 5. Follow-Up Like a Sales Rep (Because You Are One)

The real ROI starts after the event.

• Block time on your calendar to follow up.

• Categorize convos: leads, partners, peers.

• Personalize the outreach.

“Great meeting at [event]. You mentioned [specific challenge] — here’s something that might help…”

Most people go to events like tourists.

Smart operators treat them like missions.

• 🎯 Pick one outcome.

• 📬 Pre-book meetings.

• 💡 Show up sharp.

• 🤝 Be helpful.

• 📆 Follow up like it matters.

You don’t need to go to more events. You just need to win the ones you go to.

Want to talk marketing with the Pono team?

Book a call with one of our founders! We do four strategy sessions a week helping companies beat their growth targets (no strings attached).

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In life, pono stands for righteousness and balance. In Hawaiian, if a person is living pono, it means that they have struck the right balance in their relationships with other things, places, and people in their lives. It also means that they've made a conscious decision to do right by themselves, by others, and by the world in general.

We live by Pono.