Mark Gilbreath is the co-founder and CEO of LiquidSpace, the mobile application that helps anyone find a great space to work now.
Approaching SXSW for the first time last year, we were not quite sure what to expect. I offered advice on what I know best — staying productive amidst the craziness — but beyond that, we let the universe guide us through a full roster of parties, early morning panels, late night deals and the best damn BBQ this side of the Mississippi. ??
This March, however, the stakes are higher. And as a SXSW veteran, I feel a responsibility to share what I've learned.
SXSW is basically one giant co-working space. There is no shortage of people you want to meet, and endless opportunities to collaborate, bounce ideas of others and spur impromptu entrepreneurial jam sessions. ??
SXSW 2012 attendance is expected to once again set records, currently estimated to produce over 20,000 people — which means an outstanding number of potential customers, press, influencers and drunken idiots to maneuver around. How will you stand out? ??
Here I'll outline five basic principles to help you get ahead of the SXSW competition this year.
1. Make your Product Appeal to SXSW Attendees
This may sound obvious, but you would be surprised how many startups spend thousands of dollars recycling old marketing campaigns from a previous conference or event. You may be the hottest thing since Twitter, but if you don't find a way to tap into the central nervous system of a SXSW attendee, you may as well save your investors' money.
??The best way to make your product stand out? Be useful. ??
Each and every year, the apps that rule SXSW are the ones that address a pain point or enrich an attendee's experience. Last year, AirBnB offered us local spots to crash when every hotel was sold out; Beluga and GroupMe helped us coordinate with our friends at the conference; HurricaneParty showed us where to find the coolest after-parties; and Instagram was our visual portal into happenings around the city.
2. Invent a Venue
Every year, there's a mad scramble to secure the perfect venue. Whether you're throwing an epic launch party, looking to host a small group of press, or want to organize a dinner, always keep your needs and your audience in mind. In other words, don't think that simply dropping a huge check on a venue close to the convention center will lead to success. Remember, the experience is as important as the location. (Not to mention, if you're reading this and haven't booked a space in Austin yet, you're probably already out of luck at this point.)
Instead, get creative. Bring the venue to attendees. Maybe your entire party takes place on a limo bus driving around downtown, or your product accompanies partygoers to other events. Dream big and don't forget: The more out-of-the-box, the better. Revolving door party anyone?
3. Know Who You Want to Talk To
If you're not launching a product or seeking press for an announcement, there is still value in attending SXSW. In fact, given the size of the conference in recent years, the majority of startups simply get lost in the shuffle. Ensure you aren't one of them by knowing how to talk about your company and determining the right people to talk to. ??
Not every startup is the same and, as such, each has different needs. If you are seeking funding, for example, research the VCs in your space and find out if they'll be attending. Interactions happen at the speed of light at SXSW, so be prepared to give a quick pitch which includes market fit and trend analysis. If you're looking for partnership opportunities, figure out what companies will be in attendance and the individuals responsible for business development. And most importantly, if you are hoping to connect with journalists in Austin, spend a few minutes researching a writer's background before blindly pitching her. A final word of caution: When networking, watch out for those vodka Red Bulls.
While I advocate knowing who you plan to meet ahead of time, there is something to be said for tapping into the co-working mentality of SXSW. Step outside your comfort zone and introduce yourself to the person sitting next to you at a panel. You never know who you will meet at this cluster of a conference.
4. Be Prepared to Scale
While not as sexy as planning a launch party, the last thing you want to worry about at SXSW is whether your app will scale. Talk to any successful startup CEO, and he'll tell you how important a solid infrastructure is. ??
If the conference gods shine down on your company, will you be ready to support an influx of thousands of users in mere hours? ??
Anticipate many unanticipated tasks and complications to arise during SXSW. Your team should be focusing on the ground game, not anxiously awaiting a blackout or dealing with a crashed server. The hassle-free scalability and up-time SLA's of Azure helped us succeed last year. Choose the infrastructure that meets your needs, both in the present and pending colossal traffic and success.
5. Follow Up
So, you made a splash, converted thousands of users, landed a few press mentions, and even earned a few potential hires. But don't pat yourself on the back just yet. SXSW is the starting point, not the finish line.??
Success in Austin means absolutely nothing if you don't maintain that momentum. The most successful entrepreneurs I've worked with are bullish about following up.
Don't assume that a late night at the Driskill bar with a journalist means anything more than just that. Take that pile of business cards and start digging in. Prompt, personal notes post-conference go a long way, while everyone is still digesting the event. ??Don't get lost in the crowd this year. SXSW is expected to be bigger than ever, which means you need to work smarter and faster to get ahead of the competition. ??
Remember, even if you don't have hard news, you can still gain a great deal of insight and value from attending. Determine what your goals are and who can help you achieve them, prepare to discuss your product and the current market landscape, and most importantly, close the feedback loop by following up once the conference ends.
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