Attending a conference or industry event isn’t just about showing up — it’s an investment in your business development and professional growth. Yet too often, attorneys decide to “just wing it” and approach these opportunities without a clear plan, leading to missed connections and wasted time.

Success starts long before you step into the venue. Strategic preparation ensures you enter with a full schedule, key meetings locked in and the confidence to make every interaction count. This first installment in our three-part series will walk you through the essential steps to take before a conference or industry event, setting the foundation for a productive and profitable experience.

1. Review the Attendance List for Key Targets

One of the biggest mistakes attorneys make is attending a conference without a clear strategy for who they need to meet. Reviewing the attendee list isn’t just about knowing who will be there—it’s about identifying high-value connections and creating a targeted outreach plan. If the firm is an event sponsor, you should receive the list well in advance of the event.

Build Your Target List: 

• Prospective Clients: Conferences provide a unique opportunity to connect with in-house counsel and decision-makers. Identify companies or individuals who could benefit from your firm’s services.
• Existing Clients: Strengthening relationships with current clients is just as important as pursuing new ones. Check if any of your firm’s clients will be in attendance and plan to meet with them.
• Referral Sources: Beyond direct business development, consider industry peers, service providers and other professionals and vendors who can introduce you to key contacts

2. Schedule Meetings in Advance

Waiting until the conference starts to arrange meetings is a lost opportunity. The most successful conference attendees pack their schedules with pre-arranged meetings, ensuring that even if a session happens to be a miss, they are still making meaningful connections.

How To Ensure Touchpoints:

• Start Early: Reach out 2-3 weeks before the event via email or LinkedIn to introduce yourself and express interest in meeting.
• Use Event Networking Tools: Many conferences have apps or directories where attendees can connect before arrival.
• Plan Informal Interactions: Not every meeting has to be a formal sit-down; catching up between sessions or at networking receptions is also valuable.

By the time you arrive at the conference, your calendar should be filled with planned interactions, making it easier to track ROI.

3. Create Baseball Cards

Even the best networkers struggle to remember every detail about the people they want to meet. A simple but effective trick is to create “baseball cards” — small, easy-to-read reference sheets that outline key information about your high-priority contacts alongside their photo. These should be studied before the event in your hotel room and not brought to the conference.

Key Components for Baseball Cards:

• The contact’s name, company and role.
• Photo from LinkedIn or their website bio
• A brief description of their background.
• Any relevant business development opportunities.

By reviewing these notes before the event, you may be able to spot them in the coffee line, and you will  undoubtedly enter the conversation with more confidence.

4. Update your Digital Presence

Before attending any event, take a few minutes to refresh your LinkedIn profile and firm bio. Many professionals will look you up after an initial introduction, and you want your online presence to be polished and up to date.

Digital Housekeeping Questions:

• Is your photo current? If your headshot is more than a few years old or no longer looks like you, it’s time for an update. Choose a professional, recognizable image.
• Does your LinkedIn headline reflect your role and focus? Your headline should clearly communicate what you do and who you help.
• Is your firm website bio and LinkedIn About section up to date? Make sure your firm’s website reflects your current role, practice areas and accomplishments. Remove outdated details and highlight recent work.

A polished, current digital presence builds credibility and makes it easier for new connections to engage with you — both during and after the event.

 5. Do You Have Business Cards?

While digital tools are crucial, traditional business cards still play an important role in professional networking.

Business Card Best Practices:

• Bring Extras: Running out looks unprofessional and limits follow-up opportunities.
• Keep them Accessible: Store them in an easy-to-reach pocket so you can hand them out smoothly.
• Make it Personal: Jotting down a quick reminder about where you met someone or what you discussed makes post-event follow-up easier.

Your business card should be a seamless part of your networking strategy, not an afterthought.

6. Use LinkedIn to Promote Your Attendance

Social media isn’t just for post-event follow-ups — it’s a powerful tool for networking before a conference even begins.

How to Use LinkedIn for Conference Prep:

• Announce Your Attendance: Post about your plans to attend and mention any panels or presentations you’re involved in.
• Use Event Hashtags: Many conferences have official hashtags that attendees use to share insights and connect.
• Message Key Contacts: Send a quick note to prospects, clients and colleagues you’d like to meet at the event.

Being active on LinkedIn before the event can help you secure meetings and make your presence known. 

Preparation Sets the Stage for Success

Effective conference networking doesn’t start when you arrive — it starts weeks in advance. By reviewing the attendee list, scheduling meetings, creating baseball cards, updating your digital presence, organizing business cards and leveraging LinkedIn, attorneys can position themselves for meaningful interactions and tangible business development opportunities.

Stay tuned for the next installment in this series, where we’ll cover what to do during the conference to ensure you maximize every moment on-site.