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With DMA05 but a month away, Direct Tips asked Grant A. Johnson, head of Johnson Direct, Brookfield, WI, for tips on how to work a convention so that the convention works for you. Johnson's agency is one that plugs itself as aggressively and innovatively as it plugs its clients, which include GE, Humana, and Microsoft, among others. Johnson shared his thoughts on how to effectively network and get the most out of your annual conference experience

Plan ahead
Set goals and expectations as to what you hope to get out of the show. Know who's attending and try to schedule a meeting with as many decision makers as possible. But don't forget your personal comfort zones – whether scheduling downtime for yourself to decompress or bringing Dr. Denton's to protect your feet from cold hotel bathroom floors.

Make multiple prospect contact attempts
Consider the event a big meeting where many of your best prospects and clients will be gathered together. Mail them, call them, e-mail them. Don't take "NO!" for an answer. Do back off, however, if you hear, "I'm calling security!"

Survey the landscape
No, not the lawn and shrubbery around the building. Determine the best places to meet -- or accidentally-on-purpose bump into -- attendees within the conference hall and outside session rooms. And don't forget, there are places to meet outside the conference center as well.

Walk the exhibit hall and conference
Don't expect your customers and prospects to seek you out. You need to work the rooms – like a crusader out to conquer the world and spread your story. You have two feet, use them.

Use suppliers and exhibitors to help you connect
Make it your mission to meet people. Suppliers and exhibitors are often very friendly and will help you in your quest for success. Keep them enthused and on your side. (Here's a thought … organize daily 10:00 a.m. and 2 p.m. exhibit hall "waves." Bring them coffee; bring them gossip; bring them a sane voice in desperate times.)

Attend parties
Much business is conducted after hours where people are relaxed and in a more sociable mood. Get a list of parties from suppliers and exhibitors and attend as many of them as you can, even if the soirees aren't serving jumbo shrimp.

Network
Talk to people and use your flesh-pressing skills before, during and after the show to make the most beneficial use of your time. Remember, everyone at the show could potentially be someone you should know and could do business with.

Differentiate yourself
Dare to be different. If you look and sound the same as everyone else, there's little chance that you or your company will stand out in a memorable way. While it might not be time to get that lime green leisure suit out of the attic, you might try an eyecatching tie or pin. Also, consider handing out a memorable premiums, like the rubber chicken key chains I gave away a few years ago. The plastic poultry were so popular that after I ran out, people were giving me business cards so I would remember to send them one when I got home.

Have an elevator speech memorized
You will meet potential customers in the most unusual places. Be ready to wow them at a moment's notice with a brief, witty and captivating introduction, or remark. However, as Miss Manners might say, avoid religion, politics, and garlic.

Follow-up in a very memorable way
Jot down the important personal and business-related things you see and hear during the conference. Use these "points of familiarity" in follow-up communications with prospects you meet over the course of those few days. They'll be flattered that you remembered … and will remember that you remembered when they're ready to talk business.