"Networking isn't simply exchanging contact details"
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Networking has come a long way
over the past 30 years. |
Networking in the 1980s was seen as sign of being upwardly mobile, people who had already established themselves in their field, were used to being invited but weren't so used to holding the events themselves.
That all changed in the 1990s when business needed boosting and contacts were key.
Of course today, networking events come in many different forms. A reception with a speaker, perhaps with an introduction by a senior internal expert, is probably the most common. Depending upon your corporate aspirations as company or as a leader within it, you may hold roundtable dinners or sponsor charitable events where the organisation is done by your marketing department or an external person or team.
Networking events aren't all businesses wanting to increase market share or promoting corporate or professional expertise however. I've helped a number of friends organise events at their home, above a pub or in a park over a picnic when all they want to do is bring contacts together to exchange ideas or to try a new act or performance in front of a friendly audience. Cards are exchanged for all kinds of reasons but I'll explore personal networking in a later article.
What they all have in common, however, is a way of bringing people together, from highlighting expertise so that you can generate new business or to extending your own or your company's contacts by hosting or sponsoring large professional networking receptions. Whatever you decide, set goals for the result you want and remember to follow-up those contacts after the event itself. If you're sponsoring an event, ensure you have access to the full list of attendees after the event, you still need to say thank you for attending even if you didn't manage to speak to them individually.
Depending upon the size of the event, you may use a venue finder or a consultant to do the running and sorting out so you can ensure that the venue has the correct credentials. Any search will flag availability, limitations on numbers and technology (do you want to record the introduction and the speaker for later publicity perhaps) and this process should also give you an idea of costs and what onsite help you will have.
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Chief Commoner's Dining Room
Guildhall, City of London |
For smaller events, perhaps you want to introduce clients to new colleagues or for them to introduce new clients of their own, a private dining room or drinks in your own offices maybe more suitable, but don't let that restrict the impact of the meeting. If there are less than twenty of you, try a little wine tasting or mixology to break the ice for those who don't already know one another. If more formal, perhaps for an expert roundtable, inviting them to a beautiful venue with some lovely food will ensure your guests' seniority is respected but also ensure there is a business structure to the dinner, perhaps by nominating a Chair as well as inviting a neutral external expert to speak on a related subject to enhance your own specialities in your chosen area.
Depending upon the number of people coming to your event, remember to give yourself time to organise it. Six weeks is probably the minimum lead time you will need but for something that will coincide with a particular time of year or a particular trade event, you may need to plan six months or more in advance. For annual events, you may start organising the next year's event before you have thanked the guests of the current year's event for attending!
For a smaller event, one you intend to do on a regular basis, allow eight to ten weeks preparation for your initial launch but as each one passes the time you will need will become shorter. Whilst you may have rolling arrangements, perhaps you develop relationships with three favourite venues or have a slick communications team who ensure your guest list is refreshed and have some expert speakers in reserve, this will all help in reducing the time you need beforehand.
However, with all that said about lead times, I've organised a sales networking event in just two weeks. The audience and the date and time had already been agreed. The objective was to announce a new way advertising via a website and both journalists and industry experts were identified. The event itself simply hadn't been organised and I walked into the task by shortlisting venues that had a large screen and which could accommodate fifty to a hundred people. There were a few other objectives to the event. The Sales and Advertising Director wanted to meet his peers and to scout for talent for his team so additional invitees would include relevant peer group companies, agencies and third parties. The production team wanted to observe the reactions to new methodology amongst the experts and peers in the room and the Communications team needed to witness and connect with the journalists. Hence the broad remit for attendees. We found the venue in two days (I sourced a multi-media gallery in central London who were between shows and who were willing to hand over the space in question for a mention on the corporate website and any relevant press releases). The caterer fell into place a day later and emails went out to all invitees who had so far accepted with the venue details on the same day.
Budget is something we must always remember. Last minute arrangements have the potential to be the most expensive, as do last minute changes. Also remember that even if money is no object, a budget is still a good idea, even if its to simply reassure yourself that the money was well spent.
I would also recommend creating a project timeline or at the very least a task list of all the things you need for your event and tick them off as you go. A project timeline can be in the form of a physical diary or an electronic one. Perhaps you prefer a spread sheet or a word document, whatever you decide, keep to same format, save and record notes, contacts, telephone numbers, menu options, all in the same place. If there is more than one of you organising it, make sure it is accessible to all. For the event itself, bringing the event details together in a briefing document is also helpful. As a matter of course, this briefing document could have biographies of attendees (if a small to medium sized event), a table plan (if a dinner or formal lunch), a list of contact names (for both hosts and venue as well as any technical support) with relevant contact numbers and email addresses. This final document should also have any special dietary requirements for dinner/lunch attendees so that the venue can ensure discretion at all times. This briefing document is not for the eyes of any invitees, although if dignitaries are expected to attend, you may give them a copy if special security arrangements have been made.
If you are a smaller organisation, you may not have the resources to lend to large event, so the goals and objectives will need to be even more concise and on the mark. Perhaps, at least initially, keep it small and simple. Some private rooms can be reserved on a consumption only basis and will easily host a reception of between 30 and 40 people. If you limit the networking event to simply last two hours, the budget will be kept in check and any food to be served could be limited to just the middle hour.
A good example of this would be client/new starters event already mentioned above. For the price of taking out the different clients to lunch to introduce new senior managers or executives separately, which may cost anywhere from £50 to £100 per head. By reserving a private room, the introductions could be made all together, the clients get the same messages at the same time and you also have the chance to bring in your up and coming managers to meet and greet as well, so cementing any relationships even further. Depending upon the general theme of the event, there may also be opportunities to invite other people who may enhance the experience for your existing clients or perhaps you want to introduce someone who isn't a client yet but may become one in future especially if your existing clients are waxing lyrical about you over a few drinks.

Focused events may attract partnerships or publicity in unexpected ways. Your top three venues may see the success you have over time and their relationship with you may evolve more into a partnership where they reciprocate by suggesting some of their clients to you.
Finally, even though mentioned first of all, no matter how small or large, follow up your events with a thank you note. If certain contacts were invited by certain colleagues, ensure they can say thank you as easily as possible, whether its a pre-prepared/pre-designed email to be sent the following working day, or if its simply a branded thank you card to be signed and inserted into a prepaid, pre-addressed envelope.
To recap:
- establish the date of your event
- identify your guests
- find an appropriate venue with the relevant facilities, remembering accessibility and asking about support on the day
- keep a timeline with notes or a task list which keeps all the facets of your event in one place and make sure if someone is helping you that they have access to any electronic or paper file you hold - a few suggestions for your list:
- if organising enough in advance, send a request to hold the date especially if your event is at a busy time of year
- once timings and venue are confirmed, send a formal invite, whether by email or post
- once you have found your venue, ensuring it is appropriate for your event, find out what you get for your money, e.g. if its a paying bar, the bar staff will be free, if you have a fixed budget, you may find you don't have them at all or just for a limited time
- if your budget is tight, restrict the length of time your event will be last, a good length for a pure networking session is 2 hours
- food, will the venue supply food with drink. Remember some venues may overestimate how much you will need, not because they are trying to make more money out of you, but if you are the restricting the length of time for event, you need to ask specifically how they have calculated their portions.
- be sure your host(s) is fully briefed with any key people attending being flagged and biographies printed
- if your guests ask who will be attending, say a list will be circulated after the event as privacy is key, however you will be happy to give them a copy with the final attendees permission after the event
- if you are going to have an open invitation, perhaps a seminar followed by a networking event, ensure you have a communications professional on hand to assist with whatever medium you use, whether through post, advertising or social media
- give yourself sufficient time (and be realistic) to organise and facilitate the event
- set a budget, even if you go over it, it will be useful and sometimes reassuring, to know what your money was spent on (you can estimate to begin with, but remember last minute events or changes cost more)
- remember to say thank you and make contact to all who attended as soon as possible
If you have any questions or would like a chat about any of the content in this blog, please contact me via
email or via twitter (@anyone4nibbles @blubx).