For most of us – and against all natural laws that encourage us to rather slow down towards the end of the year – autumn is one of the busiest seasons of all. During the short time span between mid-September and mid-December almost all companies and event organizers try to feature themselves in the best light. One of the best ways to do that is by organizing events. However, numerous companies waste a big chunk of their event impact because they fail to leverage all the benefits of event organization at its maximum.
In fact, an event is as much part of the strategic communications plan of a company as any other activity. Here are a few ideas on how to get the most out of the events that you might be planning to attend or organize this autumn.
1. Clarify your expectations
Unless you know what you want from the start it is be very hard to measure your success. Clarify what precisely you are expecting to gain from the event you are attending or organizing. Quantify: how much time the organization / attendance should take you, how many people you want to meet, what their profile should be, how will you retain and build contact with them afterwards, etc. The more precisely you define your expectations the clearer your success will be.
2. Choose your target group
In a landscape bustling with events I am surprised to keep hearing that numerous people still find it difficult to find an event worth attending. Such remarks come mainly from top management level networkers, who indeed may find it difficult to find powerful events for their crowd. People tend to enjoy gathering with other people with similar focus and priorities. In order to orient yourself in the vast variety of events taking place, clarify the type of people you enjoy and need meeting then pick up your networking opportunities based on this solid criterion.
3. Research attendees prior to the event
One of the most forgotten steps prior to networking is a thorough scan of the list of event attendees. Do use Google or Seznam.cz for information and visuals on event participants: usually there is more on the net that we might like fancying. This is your homework prior to the event: should you know more about the attendees, you will be able to approach them on the spot, find an adequate ice breaker and launch a conversation that might bring you a future client, colleague or business partner.
4. See if the media will be there
Whenever the media is present at an event, it means two things: the speakers will be a bit more careful about what they say in public AND it is an opportunity for you to meet a handful of reporters with a similar focus. Do ask the event organizer if the media is going to be present and eventually ask for a list of invited reporters. As in the case of regular attendees, do your homework and research the reporters’ profiles: nothing is more likable to a journalist than someone telling them they read their latest stories.
5. Be hospitable
Even if you’re not the main host, be cordial and hospitable with the people around you. If you talk to someone and go get some drinks, do ask people around you if they’d like something as well. Should you know the facility and see someone looking for directions, step in and be friendly. Friendliness and a smile always pay off, mainly during networking.
6. Attend micro-events
If someone at the fair you’re attending is organizing a micro-event like a book launch, a speech, a workshop or a presentation cocktail, do join the event. It will again bring you closer to like-minded people and through their questions and discussions you will figure out why they are there and what issues don’t let them sleep at night.
7. Tweet
One of the most ignored aspects about event attendance in the Czech Republic is tweeting from the event. I am hearing very often: “I cannot focus on the presentation and tweet at the same time. Besides, it’s not polite if the speaker is looking at me and I’m playing with my mobile or tablet.” Well, a well-trained speaker will never take attendees’ silent behavior personally and will try to catch your attention with voice modulation and interesting content. On the other hand, tweeting from an event has numerous benefits such as an increase in your number of followers, know-how sharing and community building that shouldn’t be underestimated.
8. Take quality pictures
Almost as ignored as Twitter, having access to quality pictures from client events is my PR nightmare. Clients want to see their photos in the newspapers following an event. Yet, despite an often wide amount of photos taken there is little from what to choose for proper PR. Craft your image carefully if you’re going to pick up an award and hold a short speech. On the stage stay as close as possible to the center or to the logo of the event, so the visual can speak for itself. And so on.
9. LinkedIn
Already during the event do invite the new people you’ve met to join you on LinkedIn. Encourage them to follow your company profile as well. At the same time, make sure your profile is worth their focus: share relevant content and cultivate your community consciously.
10. Write a follow-up client or news release
Last but not least, do follow-up the event with a client release or a news release for the media accompanied by a few visuals. The news release might help you to get into the Society sections of newspapers and thus enforce your public reputation.
