How To Get Value From Attending Events
Getting the right balance between attending too many events, and completely shutting yourself off, can be difficult. However when you’re starting a new business, getting out there to network, hearing what others are up to and sharing your own ideas, can be hugely beneficial to your progress.
Not All Events Are Created Equal
There are A LOT of events trying to get the attention of entrepreneurs but with a little bit of research you can separate the wheat from the chaff! If the topic of an event sounds interesting take the time to dig a little deeper; have the organisers run events before, is the speaker an authority on what s/he is going to talk about, who else is going and are they relevant to your business? All these things will help you get a clearer picture of what to expect from the event and help avoid disappointment.
Less Is More
Once you’ve identified the events that will be most valuable to you and your business, you need to select sensibly. There is an approach that I have seen time and time again which I call the All-In-Burn-Out approach. I’m not knocking it; it has it’s benefits. In short you attend everything and anything going on around you so that you quickly know as many people as possible. You’ll also quickly be recognised by others and in this way grow your network. However many events happen in the evening and some may roll onto post event socialising which eats into unwind and sleep time, which can also affect your productivity the following day. You’ll find that after a few weeks or so of being all in, you’ll start to burn out.
A healthier and more sustainable approach is to shortlist the events you’re interested in and consider them alongside time and resources available. Perhaps aim for one or two events a week. Maybe someone else on your team is more suited to attend a certain event. An overseas conference might appear hugely valuable but can you justify the time — including travel — and expense involved to attend?
Preparation Is Key
If you have decided to attend an event, it’s worth taking just a little time to prepare for it. Have you got business cards if you need them? Are you confident conveying your ideas clearly and conscious when you meet new people — without sounding like you’re rattling off an elevator pitch?
Work out what you’re main objective is for this event. Are sales or partnerships your key goal? Perhaps you’re looking to hire so you want to spread the details about the new role. Maybe you’re looking to get out of a rut and whilst the content is not directly relevant, the speaker is said to be inspirational.
If you go armed with these thoughts, you’ll be able to better analyse, post event, if it was worth your time and adjust your event attendance decision making process accordingly.
Stay Focused But Allow Room For Serendipity
Knowing your main agenda for attending an event is important and if you have a very clear goal, focus and make sure you’ve done what you can to achieve it by the end of the event. However… it’s always worth keeping an open mind and it goes without saying you should avoid being shortsighted. Ever been brushed aside by someone on a mission? Remember you are not the only one there looking to benefit from the event. Ask others what they are working on, see how you can help them. Make introductions, be generous. There is a fine line between being the one people remember as being driven, and being dismissed as rude. I know the one I’d rather help if an idea or valuable connection comes to me a few days later.
Follow Up
You’ve picked the best events for you, you’ve prepared and attended and behaved in a way that makes you memorable and likeable. And then you forget all about it.
No, no, no!
After the event, whether it’s later in the day or the following morning, go through the experience in your head and follow up with opportunities. Check out that website someone recommended or read that article. Dig through your pockets or bag for those business cards and send a few quick “great to meet you” emails with clear call to actions if needed eg “this is the job role I’m looking to fill — please let me know if your friend is interested”.
Ask yourself this one important question, “did I achieve what I wanted from attending that event and what unexpected extras did I get?”
I hope this helps and please, I’d love to hear your thoughts and event-attending tactics in the comments below!
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About the Author: Vicky Hunter is the Global Community Manager for Silicon Drinkabout, Founder of LittleRed and a passionate freelance events and community manager. Any questions — reach out to her on Twitter.
