So I’m back from South by Southwest for the second year and I’ve found it quite rewarding. However, one thing that I’m always seeing or hearing about is from people asking what good is it for them to actually attend SXSW. Common excuses for not going is that it’s “Spring Break for Geeks“, which isn’t entirely off-base, but there is so much more to SXSW besides the parties that will benefit businesses. In fact, let’s look at some of the reasons now:
Take part in the parties.
Yes, I’m getting this reason out of the way…if you’re interested in starting a new business and want to get out there and meet some influential people, then you can’t just be sitting around attention sessions and panels. There’s much more networking opportunities that await you at the Mashable MashBash, TechSet & Windows Phone Party, FourSquare Party, etc. And while you might think that simply the word “party” denotes alcohol and pictures that shouldn’t be seen afterwards, you’re probably wrong. In fact, you’re going to have a great chance to mingle with folks like Kevin Rose, Gary Vaynerchuk, Leo Laporte, Robert Scoble, Pete Cashmore, Brian Solis and many others. While you won’t have more than 30 seconds to chat with each one of these people, you’re going to do some solid networking because you’re going to wow them with a great opening line and then leave behind a business card and a promise to talk with them more about your startup business, right? Right…there’s more to this pitching thing…
Launching a product? Don’t need a booth.
Traditional convention marketing may dictate doing a booth at the expo hall and that’s probably well and good, but only if you really have the money. Otherwise, you might want to try more guerrilla marketing programs. Just look at how FourSquare did their marketing – they didn’t have a booth at the expo hall. In fact, they didn’t really need one because they didn’t have that much to display. But what they did do was go outside the halls of the convention center and put on an interesting game of real-life Four Square and give out tattooes. In fact, they created their own ad hoc booth, per se. Find a more viral way to promote your product through a lounge area or perhaps a meet & greet event at SXSW to make it more private and captive. Nokia held a lounge at a nearby Fogo de Chao for two days of the festival where people gathered and learned about their latest products. Or, you could simply find a more gung-ho approach throughout the halls of SXSW. Be creative – the more creative and viral means the more attention paid to your product. Especially if it provides some real value.
Go to the sessions.
Yes, I am advocating that you send people to SXSW and have them pay attention to the sessions. HOWEVER, what should not be overlooked is the fact that you should not be at all the sessions. Choose the ones that are really important to you, but don’t feel compelled to stay at the session if it starts to get boring just because it might provide some insights to your business. Find the ones that you’ll feel comfortable with and will provide genuine benefit to your business. Stick around at the end for a few minutes and talk with the panelists and get their contact information so you can talk with them later – don’t try and lay it out there all at once because they just won’t remember. With SXSW being so big, you’re going to have to decide which sessions are more important and whether going to a tweetup or lunch gathering outweighs that. But some sessions are definitely worthy of SXSW so just make sure you balance your schedule.
Don’t miss out on the competition.
Did you know that there was at least two competitions held at SXSW? There was a casual gaming competition sponsored by USA Networks and also the annual Microsoft BizSpark Accelerator competition. This is probably a really good program for anyone to participate in if they’re launching a business or feel their existing business is qualified. It’s going to be here that you put your work to the test and go up against your competitors and are judged by well-respected thought leaders in the industry. Once you’ve settled your battles, don’t miss out on the Web Awards program that is also held every year. Each of these programs are open to applications months prior to the conference and you can find out more on SXSW.com.
Submit a panel to talk at SXSW.
Want to be known? You want people to flock towards you to ask you questions about your business, case study or whether you’re hiring right now? Then submit a topic for a panel or lecture at SXSW. Yes, it will be a popularity contest to get your panel chosen, but nevertheless, if you are chosen, you’re going to have a great time speaking to people about something you’re passionate about. If anything, it’ll get your company’s name out there for more people to learn about. But if you’re going to do this, don’t make your topic bland, but find out what people are interested in learning about and that will help motivate people to vote for your selection.
So there you have it…five reasons for sending someone to SXSW to help your business. Don’t mistake SXSW as entirely a partying event because that just becomes way to childish and personal. We’re all going to SXSW for a reason and regardless of our intention, people will always want to do business and learn about the latest thing happening on the web.
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