Though this advice may seem counter-intuitive, if you hate networking events, start one.
Starting your own event will greatly expand your marketing reach, especially as word-of-mouth spreads and past attendees bring new ones. In time, you should be able to cut down on the number of events you attend—maybe all the way down to zero.
While it is preferable to start an event with someone else to leverage both of your contact lists (and to have someone help shoulder the burden), it is not necessary.
There are many factors to consider when starting an event. Here’s a basic list to get you going:
1. Timing
Monthly or quarterly. If you hold your event less than quarterly, no one will take it seriously.
Day or evening. You can have a breakfast, lunch or happy hour event, though of the many people I know, they prefer either breakfast or after work/happy hour. Mid-day events just break up the work day too much.
Day of the week. Monday and Friday events are rare, which can be a good thing or a bad thing. Because so few events are held those days, you are more likely to get people’s attention. However, because of long weekends—either due to holidays or vacation—people might not be around.
2. Cost
Free. My favorite event is free, and it draws a fun, high-quality crowd.
Cover. Even if you are not serving a meal, you can still charge just to attend. Many Chambers of Commerce do this, though they serve free wine and appetizers donated by a member company.
Meal. If your event will include a meal, it’s OK to mark it up to earn a little cashola.
3. Location
Hotel. From the Ritz-Carlton to a Hyatt to a B&B, I’ve been to, or know of, events held at a full range of accommodations. I would just avoid the budget hotels.
Restaurant. Restaurants usually will offer drink specials, free appetizers and/or a raffle prize.
Bar. Hold your event at a bar, and you will attract a really fun crowd. Is it any wonder my favorite events are held in the bars of restaurants?
Country club. Sounds tony, doesn’t have to be.
4. Invite List
Exclusivity. Will your invitation be open to everyone, or will it be by invitation only?
Industries. You can invite people from all industries, or stick to a specific one, like marketing/PR/advertising, technology startups, IT, government contractors, nonprofits, etc.
Job level/position. I know of some events that are for C-level or women-owned businesses only.
5. Marketing
E-newsletter. Send out an e-newsletter two or three weeks before the event to remind people why they should come, what they can expect, where it’s held, what time it begins, and how much it costs or if they need to register. If you feature a speaker, are expecting a special guest or will hold a raffle, mention that as well. Send out reminders one week and one day before the event.
Social media. You can also push out information and reminders on Facebook and Twitter.
Registration. If you are charging for the event, you will need to offer a way to pay. All of the event organizers I know use EventBrite.
6. Event Organization
There are so many things you can include or exclude from your event. Here’s a partial list:
- Check-in
- Name tags
- Prizes
- Speakers
- Fundraising for a local charity
Image by Flickr user Quinn Dombrowski (Creative Commons)
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