CRA’s Guide to Success for the Annual SHRM Conference

Every year, the Society for Human Resource Management (SHRM) Annual Conference & Expo brings together thousands of HR professionals. This year's SHRM24, which is taking place in Chicago from June 23-26, is no exception. As a background screening company, you know this is a prime opportunity to connect with potential customers. But with numerous other CRAs offering similar services, how do you make your company stand out?

Nick Fishman to the rescue!

I’m excited to share insights from Nick, InformData’s Chief Marketing Officer, who has nearly 20 years of experience exhibiting at the SHRM Annual Conference. He has experienced both successes and mistakes, and he's here to share valuable lessons learned over the years, so other CRAs can benefit and refine their strategies for SHRM24.

Top Tips for SHRM24 Exhibitors

Let’s dive into Nick Fishman’s tips on how to prepare effectively for SHRM24 to ensure you stand out and achieve your conference goals.

Multiple background screening companies will attend the conference, and they all do pretty much the same thing. So, what advice do you have for how a CRA can stand out?

Nick Fishman: Whether it's at a conference or in your general marketing strategy: be different. If you're presenting the same way as every other CRA, you're going to blend in. Consider the average attendee—they go from booth to booth, often encountering hundreds if not thousands of exhibitors, with 50 to 60 of those being background screening companies. If you can’t find a way to stand out, it’s going to be really difficult for people to remember you and buy from you.

You must find ways to differentiate yourself. A great example is EBI. They decided to make a significant impact at the conference by initially using a small booth and distributing distinctive Dr. Seuss-style hats. This simple, unique approach created buzz and visibility. Over the years, they expanded their presence and built substantial brand awareness.

But differentiation goes beyond booth design and giveaways. It's also about messaging. For years, the background screening industry has focused on themes like "hire with confidence," "criminal background checks," and "fast turnaround times,” but I think there really has to be a new spin or new angle on how companies are differentiating themselves these days… finding ways to be memorable is key.

For those that are exhibiting, how would you suggest that they can maximize their exhibit?

NF: First and foremost, companies need to clearly understand their objectives for attending the conference. What is their ROI? If the goal is to immediately sign up a large number of end-user customers, you might be disappointed. Instead, determine whether you’re there for brand awareness, client entertainment, or direct sales. Each goal requires a different approach.

Once your objectives are clear, build a budget that aligns with those goals. This doesn't necessarily mean spending more money; It means spending wisely. Consider how you allocate your time, resources, and efforts to stand out.

After defining your goals and budget, establish key performance indicators (KPIs) to measure your success. Decide what metrics matter most: booth traffic, the number of badges scanned, or sales made during the conference. Setting these KPIs will help you evaluate your performance accurately.

It’s also important to have realistic expectations. Without clear goals and KPIs, exhibiting at any conference can feel disappointing. By understanding what you want to achieve and having a solid plan to measure it, you can ensure your conference experience is successful and worthwhile.

Do you have any specific tips for how CRAs can effectively network at the conference?

NF: Absolutely. My biggest piece of advice for executives at CRAs is to get out of the booth. For years, we did nothing but stand in our booth, greeting those who walked by with a simple "Hey, how are you doing?" That approach doesn’t really work. Over time, we shifted our strategy: while our executive team still spent some time at the booth, our primary focus was on networking. This meant connecting with other partners, potential clients, and even meeting with competitors. By doing so, we stayed on top of industry trends and gained valuable insights into what others were doing.

Is there anything that didn't work for you at past conferences that you recommend CRAs avoid doing?

NF: Don’t try to be all things to all people. It’s important to recognize that of the 15,000 people there, not all are buyers of your solution. When you actually narrow down who the background screening buyers are that attend the conference, that's where you really lock-in. To do this, we implemented a strategy of pre-screening visitors. We hired staff to ask qualifying questions as attendees approached our booth: What is your job title? How large is your company? Are you involved in background screening decisions? This allowed us to prioritize engaging with individuals who had genuine potential to become customers. By focusing on those who could benefit from our services, we improved our efficiency and effectiveness.

Shifting focus to post-conference sales and marketing efforts, Nick, what tips can you share for maximizing follow-up initiatives, specifically best practices for following up on leads?

NF: The first piece of advice is to follow up on leads. While it might sound simplistic and obvious, studies show that over 80% of conference leads never get followed up on. It's important to have a plan in place before the conference for post-conference follow-up, so there's no delay.

I recommend giving attendees a few days to get back into the office and settle in, then starting your follow-up program as soon as possible. This includes sending emails, making phone calls, and setting up meetings with everyone you talked to at the conference. Timeliness is crucial.

And again, it's important to differentiate your message. Remind them who you are and what makes your company unique. Without that differentiation, they'll struggle to remember which of the many companies they spoke with. Incorporate your differentiators into all your follow-up communications to ensure you stand out. It should be built into everything that you do.

Once the conference is over, how do you suggest that CRAs evaluate their success after the conference?

NF: As I mentioned before, it's crucial to predetermine your KPIs before the conference begins. Establish what your goals are and how you plan to measure success. This includes expectations for the number of booth visitors, giveaways (as a proxy for booth traffic), sales closed, and meetings with potential partners.

Evaluate these metrics promptly after the conference. Some metrics, like the number of booth visitors, can be assessed immediately. However, sales results may need a longer timeframe—up to a year or more—to fully gauge ROI, especially for significant deals which typically take time to close in this industry.

You have to prepare ahead of time and be honest with yourself about your goals, but measure them quickly, because by the time you leave the conference that you’re exhibiting at this year, you’re already choosing your booth for next year. By having a clear understanding of your metrics, you can make informed decisions about future investments, such as booth size and location. This approach ensures you maximize your ROI and continuously improve your conference strategy.

Do you have any last words or final tips that you want to share that we haven't covered already?

NF: I can't stress enough the importance of being clear about your ROI expectations. For years, we went to SHRM with the mindset that we would sell to all 15,000 attendees and see significant ROI. It just doesn't work that way, not even for the large companies.

You need to be realistic and disciplined. Especially for newer brands, it takes time for people to become comfortable with your brand before they're willing to buy from you. If they're seeing you for the first time at SHRM, that's a great start, but they'll need multiple interactions with you to build trust and recognition. The effort extends beyond the conference itself. It's about the time you spend preparing before the event, the engagement during the event, and the follow-up afterward. Again, consistent follow-up is crucial—potential customers need to see your brand multiple times before they commit.

When evaluating your revenue from a specific conference, consider the long-term impact. Track the initial contact made at the conference and measure the resulting revenue over the next few years. This comprehensive approach will give you a clearer picture of the true ROI.

Good luck at the conference!

I hope you found these insights from Nick helpful. We hope you have a fantastic time at the conference and wish you the best of luck following up on your leads!