Participating in any analyst event can be an expensive proposition - whether at the PR level, which INFLUENTIAL defines as basic attendance + one-on-one meetings - or as a sponsor, exhibitor, or speaker. Yet, many companies (not our clients, of course) arrive ill-prepared, and so waste the opportunity to realize real value and robust results.

PR News asserts that it's best to have a plan of attack walking in, and an understanding of the event and what has worked there in the past, before setting realistic objectives. The ultimate goal is to make a lasting impression on the key analysts you want to short-list your company with potential prospects.

10 Things To Do Before A Gartner Symposium (Or Any Major Analyst Event)

1. Have a plan. Make sure the four bases (analyst relations, lead generation, business development, intelligence gathering) that need covering at any major event each has an owner and a plan.
2. Know exactly which analysts to whom you want to your client or company executive to speak and why. Either set up meetings in advance or get to the event early to use the briefing-registration system.
3. Make sure your key internal resources and spokesmen are committed to going to the event. Have travel plans and hotel bookings in place.
4. Prepare and practice any pitches or briefings you plan to give well in advance, making sure to keep them to fewer than 15 slides.
5. Remember that these events are bad places to pitch complex ideas and new products. The 30-minute standard format is good for and well-suited to "lighter" fare and relationship building.
6. Make the most of networking opportunities. There are key places (like the fountain and certain bars) that make impromptu meetings and quick introductions easier. Use them.
7. Don't forget to meet and greet key non-analyst employees of the analyst firm - including the "quote-approval" people and the vendor-relations groups from the head office.
8. Never underestimate the power of your client being the first person to congratulate an analyst after his or her presentation. And it's yet another interaction point.
9. Remember to ask the analysts questions. They talk to more of your prospects than you do, and they know stuff you don't. Ask them, and their ego/personality will prevent them from ever being able to refuse to answer.
10. Measure how well you did and spread the word - how many meeting/briefings with analysts you care about, how many leads, how many partner deals, and how much good intelligence.

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