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Category Archives: Event Marketing

B2B Networking – Strategy Before Tactics

Cidnee Stephen, a master Duct Tape Marketing consultant, gave an excellent presentation on power networking yesterday.

As with any marketing endeavor, there should be a strategy built before any tactic is executed, and B2B networking is no exception.

Follow the Money – Look for the Power Conferences

Rather than attend many events where only a portion of the other attendees are able to afford and value your products and services, aim high and invest in those events that attract successful business owners.

The common challenge for business owners is time, which means they are going to be very selective about the conferences they attend.  The conferences offering the best content will attract the best attendees.  These conferences come with a high price tag.  However, the cost of attending the conference means cutting through the clutter and having an opportunity to mingle with the people whom you want to develop business relationships.

Follow the Money – Attend Charity Events at a VIP Level

While volunteering is wonderful, there is additional value in paying for the VIP seating at the dinner, auction, or gala.  Again, the higher price of admission generally points to a higher level of commitment and personal success of the people seated around you.  You will also be viewed as having a higher level of commitment and success.

Cidnee is a golfer and has blended her love of golf with charity golf events (again at the higher dollar level of participation).  She wisely does not golf with friends, but looks to be added as a single to other groups so that she can meet and get to know new people.  I know how charming she is, and it comes as no surprise that after 18 holes, her group is enthusiastically introducing her to friends and associates at the clubhouse following the match.

Look to Learn and Share with Genuine Curiosity

This is not the place for the hard sell, let me tell you all about what I can do for you approach.  Step one is getting to know the people.  Approach your interaction with sincere curiosity about them.  Your turn will come.  And as I’ve said before, it is a million times more effective to wait for the question “What is it that you do?” because when they ask the question, they are listening to your answer.

Make New Friends

It is very easy to drift towards friends and colleagues at these events.  We know them.  It’s comfortable to be around them.  But the point of our participation is growing our network and we can’t grow the network unless we are meeting new people.  So remind yourself to sit next to someone you don’t know and offer the ice breaker.

What are some tips you have for serious networking?  Please share in the comments section.


Show Time: Ways to Stand Out From the Crowd at Your Next Conference

When you decide to participate in a conference or trade show, it’s a huge investment.  There’s travel costs, registration fees, time out of the office, and various other expenses.  Thus, it’s crucial that you make the most out of your time at the event.  It’s important to leverage every possible angle and opportunity that concernsContinue Reading

Part 4 Show Time – How to Stand Out in a Crowd

Part 4 – Follow up continues the momentum gained at the show As a team, do a post mortem on the show as soon as possible.  What worked?  What didn’t work?  Were there things that you could have been better prepared for?  Did you discover things that need to be a part of next year’sContinue Reading

Part 3 Show Time – How to Stand Out in a Crowd

Part 3 – Critical conversations Conferences are a great place for conversation.  Don’t ruin the moment of an attendee entering your both by saying something like “Are you in the market for [product/service]?” or “Have you ever heard of [company name/product name]?”  It is better to ask them something like “What did you think ofContinue Reading

Part 2 Show Time – How to Stand Out From the Crowd

Part 2 – Buzz at the booth Plan in advance to create a buzz at the booth.  It will serve to motivate attendees to make a point to stop by and go far to ensure that you see a return on your investment. Make it worth their while to stop by.  Offer a nice logo’dContinue Reading

Part 1 Show Time – How to Stand Out From the Crowd

Part 1 – Prime the Pump Begin preparing for the event well in advance.  If you’ve done your homework and determined that a significant number of qualified prospects will be attending the show, here are some things to do in advance to ensure you get the most out of your investment. Figure out how toContinue Reading

Show Time – How to Stand Out From the Crowd at Your Next Conference

There are lots of great reasons to participate in conferences and trade shows and none of them involve stiffly standing by a fish bowl hoping for someone to drop in a business card and then asking them if they are in the market for [your product name here]. Here are four things you can doContinue Reading