As part of a targeted “Law Marketing Day,” the Law Practice Management Section sponsored “Define Your Event Strategy: Maximize Your Business Development Dollars” on Feb. 9 at the Midyear Meeting in Miami.

Speakers John Bowers, Philadelphia; Elise Martin, Wilmington, Delaware; and Carly Sproul, Chicago, shared with the audience their hints on maximizing business development opportunities through participation in various events such as conferences, CLEs, receptions and even webinars.

Each of the panelists offered tips for making the most of one’s time and money and walked attendees through pre-event, during the event and post-event actions. Have a well-defined strategy and “be intentional” was a recurring theme.

If several lawyers from a firm are attending one large conference, said Sproul, divvy up responsibilities. When you arrive at the site, convene for a strategic meeting to ensure that everyone is on the same page and understands their duties. If several lawyers are attending as exhibitors, Bowers said, the same applies: have a strategic meeting early to ensure that there is buy-in from all attendees, everyone understands event logistics and, if applicable, a presenter is prepared for his or her speech.

An important part of pre-event planning includes obtaining attendee/registration lists so that one can target networking opportunities and potential clients.

Martin sounded a common theme in post-event actions: follow up with prospective clients immediately.