I recently attended Shoptalk, the largest retail conference in the U.S., held in Chicago. After spending a week there, I wanted to share 10 key takeaways I learned from the event.
Over the past decade, I’ve participated in numerous conferences, but this time felt different. Unlike in the past when I introduced Sendbird as the communication platforms or chat APIs, the response to our AI chatbot—especially with generative AI—was far more intuitive and engaging. I realized once again how important it is to be in a market that’s not only large but also timely, capturing widespread attention.
However, not everyone attending these events is a true buyer. It’s crucial to target conferences where genuine buyers are present. For example, while Sendbird often participates in Product Manager-focused events because they are key users of our solutions, these attendees are usually there to network, not to make purchasing decisions. In contrast, at Shoptalk, many decision-makers attended with the specific goal of exploring technology purchases, making a significant difference.
When presenting various product lines, always start with the simplest and easiest-to-understand offering. For instance, saying, “Sendbird offers AI chatbot solutions, along with a range of conversational UI services favored by younger consumers,” proved to be an effective approach.
Another important strategy is offering personalized demos, even from a small booth. Although Sendbird has traditionally sold communication platform services (cPaaS), which limited us to showcasing APIs, SDKs, and UI kits, this time, we saw great success by tailoring personalized demos to visitors’ specific needs.
Booth design and giveaways also play a vital role in attracting attention. Everything should be tailored to suit a retail audience. For this event, we chose luxury items like Chanel wallets and La Mer face cream as giveaways, which resonated strongly with retail attendees. This was in stark contrast to other tech vendors who leaned into Silicon Valley aesthetics and developer swag like stress balls and tumblers.
Securing meetings before the event was another critical success factor. Before Shoptalk, we locked in 29 meetings, making around 200-300 outbound efforts. Whether or not all meetings happened as planned, the outreach resulted in many people visiting our booth, leading to stronger relationships.
Conferences are not just a marketing activity—they are a sales opportunity too. Successful sales is not only about providing business value but also about creating enjoyable interactions. Warmly greeting booth visitors, understanding their needs, and engaging in meaningful conversations led to positive outcomes.
When preparing for a conference, managing jet lag is key. Relying solely on adrenaline without proper adjustment will drain your energy at crucial moments. It’s essential to arrive 2-3 days early to adapt to the time zone or, at the very least, start preparing several days ahead.
At this event, some vendors attempted to draw visitors with snacks like coffee or popcorn. However, since Shoptalk provided ample food and beverages, these efforts were less effective. Ironically, Bigcommerce’s freshly baked chocolate chip cookies were a big hit despite the abundance of other options.
Promoting your brand outside the booth is equally important. On the last day, we gave away leftover Starbucks gift cards to Shoptalk staff, which boosted booth traffic. Additionally, placing Sendbird-branded items like wipes or notepads in dining or quiet meeting areas could be an innovative marketing strategy. This would allow us to reach areas not typically targeted by other vendors, providing a unique opportunity to stand out.
I’ll wrap this up with a 30-second video I made at the airport on my way home, capturing the fun and memorable moments of the event.