Mh3’s Guide to the IEG Sponsorship Conference

Are you headed to the IEG Sponsorship Conference in Chicago next week?

If you’ve never been before it can be a bit overwhelming. 2014 is the 31st year of the conference, and I’m old enough to have been to more than half of them. So let me throw some unsolicited advice and tips your way.

1. Stay in the conference hotel. It’s a real drag that IEG left its former base at the Chicago Hilton a few years ago, but regardless, being onsite at the Sheraton makes it so much easier to network, attend sessions, and squeeze work in…that it’s worth it.

2. Attend the keynotes above all. I usually measure my annual IEG trek on the keynotes alone. For me they make or break the event. 2013 was a “break” as in bad. 2012 was a make. Let’s hope for some even number year magic to return.

3. Attend a Sunday workshop. Pick one, any one. They tend to be more hands on, less crowded, and a great way to extract early value.

4. Make a new friend. If you’re going alone, be warned, this is a big conference yet it feels like everyone already knows everybody else. Pick a digital channel to connect with someone early and use them as your bar stool until you get to know others.

5. If you’re a client or brand marketer, change your name and adopt a corporate disguise. The hunting that goes on at IEG is over the top. I’ve had people think I was the other Trojan and start pitching me on sponsorships and some exciting Trojan activations before they even introduce themselves!

6. If you’re Canadian, or want to pretend you are, or just want to make some new marketing friends, come to Canada Night at Theory on Sunday. There will be plenty of conference goers who will be happy to provide even better guidance than my rambles! Send me a note and I will have you added to the list.

7. Attend a Wednesday session. Much like Sunday they are less crowded and there are a couple this year that look like they will send you home with that last home run idea to solidify your conference ROI!