11th Hour AUSA Show Guide

With AUSA just around the corner—less than a week away—you might be feeling the pressure. If you’re like some of us, you’ve been busy prepping your clients and kind of forgot about yourself. Here’s a rapid-fire guide to help you make the most of this really big and important defense industry event, even on short notice.

Understanding the AUSA Landscape

AUSA isn’t your average tradeshow. It’s the largest land power exposition in North America, designed to deliver the Army’s message and highlight cutting-edge capabilities. With over 33,000 attendees, 700+ exhibitors, and 150+ sessions, it’s a whirlwind—even for the overachievers who’ve been planning for months. 

Your 48-Hour Plan (we know you’re in your hotel room reading this)

Set Crystal Clear Goals: What’s your mission? Networking, intel gathering, or learning about specific technologies? Focus on your top priority.

Strategic Schedule Planning: Start by downloading the AUSA app—it’s your lifeline for the event. Use it to identify 3-5 must-attend sessions that align with your goals. Next, mark the key exhibitors you can’t afford to miss. (You can try, but you’re late to the party for this one). Consider stalking their booth, and may the force be with you. 

Research Sprint: Knowledge is power, especially in the defense industry. Take some time to quick-study the major players attending AUSA. Brush up on the latest defense industry news and trends—this will fuel your conversations, and you might look like you know what you’re talking about. Prepare 2-3 relevant conversation starters – don’t over-rehearse;  then you’ll come off super awkward. 

Digital Arsenal: In today’s world, your digital presence is just as important as your physical one. Update your LinkedIn profile to reflect being at the show, post daily updates and photos. Have a business card ready with a QR code that leads to your website. Prepare a notes app on your phone for quick contact logging during the event, or take a picture of the cards you collect. Work smarter, not harder.

Logistics Check: Confirm your registration. You can also register onsite, good luck with those lines. Double-check your travel and accommodation arrangements—you don’t want any surprises. Keep in mind a hurricane is currently hammering the East Coast. Pack comfortable yet professional attire. You’ll be on your feet a lot, so choose shoes that can go the distance.

On-the-Ground Tactics

Efficient Networking: Your ability to connect quickly and meaningfully is crucial. Perfect your 15-second elevator pitch—make it concise, impactful, and tailored to your audience. As you navigate the event, aim for quality conversations over quantity – you will not meet everyone-33,000 attendees. Use session breaks strategically for focused networking; these informal moments often lead to the most valuable connections.

Smart Session Attendance: Make the most of each session by arriving early to grab good seats—this also gives you a chance to network with other early arrivals. Take concise notes, focusing on key takeaways and potential action items. THEN – post to LinkedIn, use the event hashtag, tag the companies presenting along with the presenters.  The AUSA app might have features to help with this. 

Exhibition Floor Strategy: The exhibition floor can be overwhelming, so approach it with a plan. Start with your must-see list of exhibitors (narrow it down), ensuring you don’t miss the most relevant booths for your goals. Use any remaining time to explore new innovations—the defense industry is always evolving, and AUSA is the place to spot emerging trends. Where allowed, take photos of interesting displays or products. These will serve as valuable reference points for your post-event follow-ups and reports.

Data Capture on the Fly: In the flurry of conversations and presentations, it’s easy to lose track of important information. Develop a system for logging key contacts immediately after conversations. Use your phone’s note-taking app for quick summaries—jot down not just names and companies but also key points of your discussion and any follow-up actions. This real-time data capture will be invaluable when you’re back at the office.

Flexibility is Key: While having a plan is crucial, the ability to adapt can lead to unexpected opportunities. Be ready to pivot based on new information or meetings. Leave some open slots in your schedule to accommodate. The defense industry is dynamic, and some of the most valuable connections at AUSA might come from unplanned encounters.

Post-AUSA Action Plan

Immediate Follow-up: Start your outreach the same evening while conversations are fresh in your mind. A quick, personalized email or LinkedIn message will help you stand out. In the defense industry, prompt follow-up shows professionalism and genuine interest.

Quick Debrief: Each evening of the event, spend 30 minutes reviewing your notes and prioritizing follow-ups. This nightly ritual will help you process the day’s information and set you up for success the next day (do this before hitting one of the evening networking events). It’s also an excellent time to adjust your approach for the next day. 

Action Items: Create a to-do list based on the insights and opportunities you’ve gathered. Whether it’s scheduling a demo, sending requested information, or planning a follow-up meeting, having a clear list of action items will ensure you capitalize on the connections made at AUSA.

Knowledge Sharing: Plan a brief with your team to disseminate what you’ve learned. Your insights from AUSA can be valuable across your organization. Prepare a summary of key trends, potential partnerships, and competitive intelligence. This not only adds value to your attendance but also positions you as a key information conduit within your company.

Remember, even with limited prep time, your industry expertise and authentic interactions can make AUSA a success. It’s not just about elaborate presentations—it’s about making meaningful connections in the defense community.

Say hi to Kim

Here’s some great news: Our founder, Kim Bode, will be at AUSA this year. Whether you want to discuss last-minute strategy tweaks or just connect about defense industry communications, she’s there to help. Let’s make your AUSA experience impactful, no matter how close to the wire we are.