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In two days time I’ll be taking the train down to London - Kings Cross, then the London Underground to Heathrow, and finally a taxi to the Heathrow Radisson Hotel, where the UK edition of the Focus Marketing Seminar is being held.

Before then - on the Wednesday - I will be taking an earlier trip down to London to attend the Softworld exhibition at which I will be conducting video interviews with some of the exhibitors.

Which ultimately leaves me a very small window of time to make my preparations for the Focus Marketing Seminar.

That may not sound like a problem, but only if you assume that ‘preparation’ simply means packing clothes and a toothbrush.

It doesn’t.

To get the most out of any training seminar, advance preparation is VERY important.

The following is not an exhaustive list, it’s simply a description of the preparation I consider to be necessary.  If there is something useful or important that you think I’ve left out - tell me about it by posting a comment at the end.

Travel

Planning your route and means of transport to the event in advance is an obvious necessity, but it’s also a good idea to print out any information you have regarding the seminar and the hotel, along with any contact numbers and email addresses.  It’s not that likely, but if you have any trouble finding the exact location then you’ll have a means of contacting someone for assistance.

Attire

One or two changes of clothes are essential, but what kind of dress is appropriate?  I’m not aware of any specific dress code for this particular seminar but, based on past experience, some people prefer to dress very casually, others like to wear their smartest clothes, but smart-casual seems to be the preference of the majority.

What you choose to wear will have an effect on how you are viewed by people you are meeting for the first time, so give some thought to the image you want to present.  You then need to balance that decision with what you will find comfortable to wear for a long period of time, most of which will be spent seated.

I’ll probably be wearing a smart suit during the day, and in the evening some comfortable jeans with a smart shirt.

Toiletries

Most hotels provide the basics (soap, shampoo, etc), but you’ll want to bring your own toothbrush and anything else you consider to be essential for making yourself appear presentable.

Medicine

Extended travel, and long days, listening and talking can be tiring.  The enjoyment and excitement of the event can keep you sharp longer than usual, but you’ll feel it when you return to your room.  If you’re prone to headaches, then bring along some pain-killers.

And of course, if you take any prescribed medication, make sure you don’t forget to bring it along.

Money

Most expenditure in hotels - including drinks in the bar - can usually be charged to your room and settled when you check out.  Although it isn’t usually necessary to carry around a lot of cash (unless you’re particularly concerned with keeping track of what you spend), it’s sensible to have some available for emergencies.

And don’t forget, in the UK it’s still considered polite to tip people that work in the service industry; that includes taxi drivers and the person who cleans your hotel room.  As a percentage, the amount that is considered customary is less than many other countries (partly because the minimum wage is comparatively high), but it’s hard to put an exact number on it.  I’ve heard it said that ten percent is considered generous so I try to aim for something around that.

Networking

There are - I believe - very few people who can go into an unfamiliar environment filled with unfamiliar people and not feel even just a little bit anxious.  If you’re not one of the lucky few then prepare yourself by focusing on the fact that the event is supposed to be fun and that virtually everyone who attends is at least as enthusiastic about online business as you are.

It’s a cliché, I know, but interested people are interesting.  Ask people about their online business - what they’ve done, what they’re doing, and what they’re going to do - and be sure to genuinely listen with interest.  Do that and you’ll make a lot of friends, and maybe pick up a few valuable nuggets of information along the way.

Also, I know that it’s not the most tactful of subjects, but if you know that chatting for an extended period of time leaves you a little ‘oral’, then pack some sugar-free gum or a few packs of mints.

Business Cards

Order some business cards before you go that include your name, contact details and website address.  Don’t unload them on everyone the moment you arrive, but rather wait to be asked.  Other polite opportunities include asking someone to contact you for a specific reason (although it might be preferable to ask the person for their card instead), or to reciprocate if someone gives you their card.

There are plenty of places online to obtain business cards, but beware of companies that offer the service for the price of shipping, as the quality is often quite low.  As a general rule, the heavier the weight of the card, the better the quality will be.  If you opt for the cheapest available, you’ll likely find that your business card feels more like business paper.

I can recommend Goodprint for this service - their prices are reasonable and the quality and choice is good.

If you haven’t had any cards made up or you accidentally left them at home, carry around a pen instead.  If someone wants your contact details, ask them if they mind you writing your details on the back of one of their cards.

Learning

Don’t forget, one of the primary reasons for attending a seminar is to learn from the speakers, so bring a notepad and a few pens so you can take brief notes.

Avoid trying to jot down everything though.  Some studies have suggested that extensive taking of notes actually diminishes your ability to absorb what you are hearing.  Additionally, if you get back home with pages and pages of notes, you may find it easy to put off reviewing what you’re written.

What I like to do is limit my notetaking to specific points that I intend to apply when I get back home.  That way, at the end of the event, I have a short list of specific ideas to action.  It’s so easy to take in tons of great ideasl, but never get around to acting on any of them.  Be selective, keep your notes brief, and you’re far more likely to begin practicing what you’ve been taught.

Relaxing

This might not apply to many, but I find that spending long periods listening to lectures, and talking to people about one subject can make it hard to relax at the end of the day - making it difficult to get any sleep.  Reading (preferably fiction, and NOTHING related to internet marketing) for a while when I get back to my room is very helpful, so I’ll be packing a small selection of books.

And… that’s about it.  What have I forgotten?  Post your comment below.

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This entry was posted on Tuesday, October 14th, 2008 at 4:32 pm and is filed under Articles, Events, Internet Marketing, Training. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.