South by Southwest (SXSW) – once a grassroots music festival with no more 700 attendees brought together by the passion for music, art, and ideas – is now miles away from the notion on which it was founded. In March 2015, more than 100,000 people flocked to Austin, Texas, to try and see as many of the 2500 artists, 2700 interactive speakers, and 555 tradeshow or 226 gaming expo exhibits as possible, party at the dozens of sponsored parties, watch the hundreds of streaming films, and contribute their share of the $317.2 million that the festival was responsible for injecting in the Austin economy. Overwhelmed yet?
Roland Swenson, South by Southwest interactive managing director, describes the juggernaut of techies, marketers, and entertainers that is SXSW Interactive as a crucial experience for creative innovators, bounded by the SXSW core values. The event helps further their careers through this diverse congregation of people from all over the world “to meet, learn, and share ideas.” However, anecdotes from festivals attendants seem to offer recurring themes of drinking and partying, with only the slightest bit of business on the side and regrettably an overall lull in innovation.
A recent article by PR Week article opened up the floor to two experts to gauge their perspectives on whether or not SXSW has “jumped the shark” with some of its seemingly desperate Happy Days-style hail-Mary gimmicks to try and pique audience interest and regain some momentum (cue the fully equipped 60-foot Doritos vending machine stage featuring a performance by Snoop Dogg). Have the founding principles of SXSW been left behind to rot in favor of a week of branding and booze overload, or are attendees heading to Texas with the wrong objectives? With the 2016 SXSW fest fast approaching, it is important to evaluate both the positives and negatives of the conference and assess your personal business objectives before heading to SXSW. The following are a few tips for staying on track and racking up more business cards than bar tabs.
Gear up for success – First and foremost, having the right supplies is crucial for SXSW success. Just as one would not go to an interview without a resume, one should not attempt SXSW without a packed bag complete with a detailed schedule of events, map, phone charger and business cards. And arm your social media accounts by following the hashtag #SXSW to ensure you are up to date on the who, what, and where.
Analyze your schedule – SXSW attendees are provided the entire schedule of events. It is a great idea to print it out and pay special attention to events that you know are going to be beneficial to your business objectives and that will lead in the right new business development direction. By mixing both networking events and interactive sessions into your bar-hopping and concert-going, you will find the perfect harmony between business and pleasure. Furthermore, many companies host their own networking parties. Remember, moderation is key and better achieved with a solid pre-game plan. It is also important not to over schedule yourself. An event as big and dynamic as SXSW will throw a few spontaneous opportunities your way. By failing to plan for this random serendipity, you are committing a networking crime.
Decide what it is that you want to get out of your time at SXSW – Although indulging in some of the best BBQ ribs and party hopping in the known world might be tempting you during your time at SXSW, remember you’re there for professional reasons. The vibe at SXSW can often be overwhelming. By having a clear mind as to what your main goals are, you will better suited to relax, embrace the surroundings, and socialize with some of tech’s greatest names. A great place to start is by researching who is going to be there and with whom you hope to connect.
Focus on the people – Gauge what kind of people are going to be where and when. If an event is marketed as a great networking event that shuttles attendees around Austin stopping at startup companies (OK and a few bars) there is a good chance it is going to be well suited for your long term business goals. Many Austin publications create helpful lists laying out events that are geared toward entrepreneurs and rising tech stars, and be sure to check Facebook for targeted groups. On that note, do not be shy at these events. Everyone attending is there to network. This is a rare chance to be in the presence of such a diverse melting pot of entertainers, technology entrepreneurs, marketers, and others. Tim Ferriss, SXSW 2015 speaker and author of “The 4 Hour Workweek,” encourages everyone to take a step back, slow down, and not dismiss anyone because, nine times out of 10, they are likely to help you achieve your SXSW objectives.