How do you use Networking?

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Permalink Reply by Nigel Francis on October 14, 2008 at 15:03

Hi Hannah

My name is Nigel Francis and I am a Close-up Magician. I consider networking to be a vital part of my marketing strategy. Unlike a children's entertainer who can generate 3 or more 1 hour shows a day locally every day with nothing more than a Yellow Pages advert, I have to work a whole lot harder to get my bookings. Corporate events are considerably less frequent and I also have to travel nationwide to do such gigs.

I find the most successful method of marketing myself is for me to be seen actually performing. Consequently I regularly attend networking events and often exhibit myself at trade fayres. Although there are numerous networking groups in existance, some of them are quite expensive to join. Some are also run as breakfast clubs. There are however various events and seminars run by Business Link and even some local Chamber of Commerce Events which are in fact free of charge and I make a point of attending as many of these as possible. Such events also often have a guest speaker from which you can get inspiration and they do not require you to up at 5.30am which is a bonus.

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Permalink Reply by Hannah Keates on October 30, 2008 at 14:23

Hi Nigel, good to hear from you and thank you for taking the time to reply to my discussion. It is interesting that you discuss networking as having a marketing function for you. It sounds like you dedicate a significant amount of time to networking, do you always have an objective you hope to achieve when networking or is it done more openly?
Cheers
Hannah

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Permalink Reply by Jason Lunn on October 14, 2008 at 21:37

For me networking is something that I rarely conciously set out to do but end up doing anyway as more and more I just end up in those situations. Often the best networking is an informal chat that generates common themes and problems. So many times I have discussed similar problems with events and passed on my solutions which someone has then used and vice versa. Often many of the events I have become involved in or taken over have come from an informal meeting or where I have been at an event someone runs that has led to a conversation about taking it over or helping in the running.
I don't tend to head for specific networking events but bump into people (usually). Although there are always those times where you think 'why oh why did I give that person my contact details'! One thing I have become more careful with is my email and my mobile number.

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Permalink Reply by Hannah Keates on October 30, 2008 at 14:25

Hi Jason
So what would you say are the main motivations which drive you to network with people, even if it is unplanned and informal?
Cheers
Hannah

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Permalink Reply by Stephanie Selesnick, CEM on October 24, 2008 at 18:35

This is a very social industry - if you don't have the chops, you don't get anywhere. Much of it is done face-to-face at actual events being produced or industry association events. I know that all of the suppliers I use are people I have developed relationships with. There is that "trust factor" you can't get any other way. Good luck with your research project!

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Permalink Reply by Hannah Keates on October 30, 2008 at 14:28

Hi Stephanie, thanks for replying.
So would I be right in thinking that for you, building trust with people you do business with is one of the key benefits of networking? Are there any other benefits you can see, from networking?
Cheers
Hannah

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Permalink Reply by mathilde stein on October 29, 2008 at 15:08

Hi Hannah, I believed I promised you some help on this one! Have you got any specific questions in mind?

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Permalink Reply by Hannah Keates on October 30, 2008 at 14:31

Hi Mathilde, how are you? Great to hear from you.
My questions are very general really. All I would like to know is what role you think networking has for people in the exhibition industry? What benefits are there and are there any negatives associated with networking?
What motivates you to network?
Thanks alot, looking forward to reading what you have to say on the subject
Cheers
Hannah

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Permalink Reply by Karma of CrossPromote on January 29, 2009 at 5:06

Networking is about long-term relationships built on trust, support and regular connections. It's about like minded individuals committed to growing their business, it's about having goals driven by achievement and one of the most cost effective ways to reach your customers where they work and/or play.

By networking I've managed to hyperlink my company to other companies, gotten free admittance to conferences, received discounted rates for airline tickets and so many other perks.

How do I network?

I'm constantly walk expo floors, attending online conferences, classes, I rely heavily on referral marketing, so I've always got business cards of clients or associates to offer.. I also have a monthly online/offline newsletter for Small businesses (just another tool I utilize: article marketing, referral marketing and networking). Last but not least, blogging as a form of networking that I've found to be less time consuming and very effective. I still gathering data but I know it's grown my website page views by 15% in the last quarter.

The only drawback that I've found in networking is that you've got to find the right type of network. There are at least six types of business organizations to consider joining in order to develop your business through networking. Depending on your time constraints, select at least two or three groups for participation. However--and this is critical, no matter what groups you end up participating in--remember that it's not called "net-sit" or "net-eat," it's called "net-work," and if you want to build your business through word-of-mouth, you must "work" the networking groups you belong to. Do the research that way you're not wasting your time running to networking events that aren't going to get you the clients/associates you need.

For me, it's completely necessary to network because the event industry is really about face-to-face branding, not only for your client but for your company as well. Remember, everyone you meet isn't going to be ready to use your staff or event planning skills, today, but tomorrow is less that 24 hours away and if you've made a good enough impression there more than willing to pick up the phone and call you or pass your information along.

You said that I could ramble away, so I hope this helps!

Cross-Promote
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Permalink Reply by Hannah Keates on January 29, 2009 at 12:23

Great thanks for your input. I appreciate it
Hannah

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Permalink Reply by Sarah Webster on September 1, 2009 at 16:25

Hi Hannah

Online networking has one huge advantage over face-to-face - in that the web enables a democratic community in which everyone feels equal, or at least equally-entitled to join in a discussion. Having attended many live networking events over the years I can testify to the fact that most of us will seek out our mates and form cosy groups, making it almost impossible for a newcomer to join in without being introduced. The alternative is a heavily controlled 'speed-dating' type arrangement, which certainly gets around the cluster problem but can seem rather regimented. The trade associations encourage their members to 'buddy-up' with strangers at networking events and that can work really well - as long as enough people are doing it.

For me, informal networking is by far the most effective. Be on the lookout for interesting contacts any time, anywhere. Think not just about what you can get from them, but how you might be able to help them through your own contacts or experience. Follow-up your encounter immediately with an e-mail giving the information that you had promised, or passing on their details to a third party who you believe could be helpful to them. If we all did this as a matter of course the benefits - to all of us - would be huge.

Good luck with your research.

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Permalink Reply by Bill Briner on September 9, 2009 at 20:17

Hi Hannah
I'm guessing by 'networking' you mean some kind of social network? Acteva offers a social networking system for their (our) event organizers wishing to create some pre/post event social activity. I am not the expert here but the feedback I have heard (both first hand as well as 2nd hand) is that people really enjoyed forming ad hoc groups for social activities as well as seeing what sessions their friends were going to, and/or what sessions were getting the most 'buzz'. The speakers were looking for ways to engage with their attendees before the session so they could fine-tune their message. Sponsors and Exhibitors also have the opportunity to socialize with attendees for a much longer period of time. The downside was that many users disliked having yet another SN to create a profile for and interact with, especially for something as transient as an event.

Hope this helps
Bill

PS - These are generally set up for larger events...

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