How to make the most of live events

Small businesses have adapted extremely well over the last 18 months, especially when it came to networking. Whatever group you belonged to before the pandemic, it’s highly likely you were able to maintain your weekly or monthly meetings online.

However, as productive and time-efficient online gatherings might be, face-to-face networking will always win when it comes to building a strong network and valuable business relationships.

So, now that the world is opening its doors once again, however tentatively, here’s how to make the most of live (networking) events.

Before the event

1. Do your research 

Find out the format of the meeting you are attending so you know where you are going and what can be expected: it will ensure you are calm and collected on arrival: 

• Do you have the opportunity to pitch to the group?
• Can you bring materials like banners or business cards?
• Is there a theme?
• Can you set up a little display of products? 

2. Prepare properly 

Once you know what is expected of you, you can prepare. If you have the chance to do a pitch, you can now prepare one that fits with the parameters of 45-60 seconds and ensure you say everything you need to, to help them understand what it is you do. 

If you’re not sure what you should be saying, then: 

• Be clear about what it is that you do (especially if this changed over lockdown)
• Explain who your service is for
• State what problem it is you solve
• Let people know how they can get in touch with you 

Finally, although we are getting back to ‘normal’ part of your preparation routine might consider taking a lateral flow test to ensure you are safe to network. And when you’re at the event, you might find that not everyone is yet comfortable with shaking hands or hugging, so be mindful of that too.

3. Business cards 

You have to have a way people can get in touch with you afterwards and you must make it as easy as possible to do this. A simple, well-designed business card is still a very effective way of passing over your details.

It also serves as an excellent piece of visual marketing and is something people might even leave on their desk until they are ready to reach out to you; it also keeps your name and business top of mind. 

Other ways to connect include:

• QR codes
• LinkedIn (using the ‘Find Nearby’ function on the app)

During the event

4. Consider taking promotional gifts 

Pens, keyrings, notepads and mugs are all easy to take with you and do still have a place. Like business cards, these items can serve as a long-term piece of marketing which will keep you front of mind with your potential customers.

Also, as many people haven’t been networking in a while, these sorts of promotional gifts will be more welcome than ever – especially if they’ve run out of stationery! So, just make sure that whatever you take, your contact details are on there. 

5. Speaking 

Find out if they have a speaker and check whether you could be one! Personally, I love events with an educational speaking slot and if you can be the one delivering, then it’s a great way for you to improve your visibility. 

When you do get the opportunity to speak, make sure you provide valuable content. This is not a time for a sales pitch and if you offer your listeners something of value, they are more likely to remember you. 

6. Ask questions and reconnect 

Be interested in other people; ensure you don’t just talk about yourself. Ask how lockdown was for them and ask what challenges they faced in addition to what went well.

Respect that people will have had different experiences over the last 18 months so do be sensitive with this question. However, this is a chance to reconnect as your authentic and genuine self and share experiences.

After the event

7. Follow-up 

The power of a networking event or any live event, is in the follow up. Whether you connect on LinkedIn, add people to your nurture campaign if relevant, or email them with information they might find interesting such as articles or book recommendations, connecting after networking is an essential step that many miss out. 

Letting people know you found value in meeting them can often be as powerful as the meeting itself. 

8. Plan your next one 

Now that you’re back in the swing of things you must keep going. You are guaranteed to get results at some point so enjoy being among  people again and keep networking. 

If you feel you have lost your rhythm, there is no better way to get back into the swing of things than with a little practice.