Small Business Today Magazine FEB 2015 TAYLOR CONSTRUCTION MANAGMENT | Page 38
EDITORIALFEATURE
The 4 P’s of Phenomenal
Networking Events
By Gail Stolzenburg
H
ave you heard the statement,“The primary reason to host an event is to promote the next
event.”? Does that statement apply to networking events? Yes, many networkers use an
event to promote their next event. Referral marketers host local networking events to promote citywide
events then state, regional, national, and international
events. In fact, hosting your event in conjunction with
a larger event adds credibility to your event.
Houston has over 6,000 networking events
each month including many chambers of commerce, open (casual contact), closed (strong contact), community, civic, charitable, and women’s and
men’s groups. Some of the events have a well established track record of more than 20 years.
So, what makes it a phenomenal networking
event? Remember the “4 P’s”.
1. Planning
Why are you hosting the event? As Stephen Covey says, “Begin with the end in mind”. We know
people purchase from those they know, like, and
trust, so even though your reason may be to help
develop your business, you must provide value at
the event. Plan eight weeks in advance. Who are
you inviting? Geographics (where do they live),
demographics (who are they), and psychographics (what are their values) all need to be considered. What is the cost? Is it a luncheon? Can
you charge a few extra dollars to cover other
costs? Location – what kind of facility? Who is on
your team to help with the hospitality, registration,
setup, cleanup, donating prizes, etc.?
2. Promoting
Promote using traditional and nontraditional resources including newspapers, magazines, post cards,
Meetups, Facebook,Twitter, LinkedIn, Google+, blogs;
webinars, teleconference calls, Google HangOuts,
the venue’s event list, other event list publishers, and
announce at other events. Have something that
appeals to each of the personality types: Director,
Influencer, Supporter, and Conscientious.
36 SMALL BUSINESS TODAY MAGAZINE [ FEBRUARY 2015 ]
3. Production
It’s all about the experience. Why do people
stand in line to pay more for coffee at Starbucks
when they can get it across the street a convenience store? Make it a memorable experience
by making guests feel welcome with team members making introductions. Leave no one alone.
Use upbeat music. Do you remember how it feels
to walk into a quiet room? Use networking exercises. Many events use photos and hashtags to
promote the event to their friends while they’re
attending the event. Consider livestreaming for
large events.
Did you hear about the host of an event who
did everything correctly? There was good promotion; the date had no other conflicting events. The
location was easy to find with free parking; a delicious, inexpensive lunch was included; the signage
was easy to read, and the music was upbeat. The
attendees were welcomed by the hosts and introduced to other guests; the speaker was a well
known, best selling author; and everyone had a
memorable experience.
But there was one part missing – the final “P”.
4. Post Event Follow-Up
There were post event follow-ups that included
an invitation to the next event with an onsite registration form, a thank you by email, text, or notes;
and a survey that asked, “What did you like best?
What could be improved?”
Before hosting a networking event, be sure to
attend some of the established events. See you
there!
Your Network is Your Wealth!
Gail “The Connector” Stolzenburg’s new book, “CONNECTIONS: Contacts to Clients” was just released. For more information, Gail can be contacted by phone at 281-493-1955, by
email at [email protected], or visit his website at www.
GailStolzenburg.com.