9 minute read
SBT Networking & Events
from SBT issue 449
SBT
NETWORKING & EVENTS
BY MIKE MONK
THE NETWORK ALBION BUSINESS CLUB RETURNS
WITH NETWORK MY CLUB
SBT NETWORKING & EVENTS SPONSORED BY:
Loads of actionable tips that you can start using TODAY.
Networking & Events
You’ve made the investment. You’re actually doing it.
You’re an exhibitor at the Brighton Business Expo on Thursday 7th October 2021 at Brighton Racecourse. Well done. You clearly take your marketing seriously.
The Brighton Business Expo will offer you a powerful way to generate good quality leads, forge new business contacts and catch up with existing customers.
However, do you know what to do to maximise your time and efforts before, during and importantly, after the event? As a trade show exhibitor of some 35 years’ standing, I’ve experienced the good, bad and unfortunately, the ugly. Here are my top 10 tips to help you along the way to total exhibiting success:
1. BEFORE Tell People You’re There
Social media is your friend. Log onto Twitter to tweet about the event and to connect with other exhibitors. (Our handle is @BrightonExpo, hashtag #BrightonExpo). Promote your stand on your Facebook business page and most importantly on LinkedIn, of course.
If you have a newsletter database, it’s well worth letting your subscribers know that you’re at the show and that they should drop by as you may have a special offer (see below).
Don’t forget to tell people your stand number. You may even wish to use it in your email title – it’s a good attention grabber.
Promote Special Offers – If You Have Them and They’re Appropriate
In advance, draw people’s attention to discounts or special offers but only to
people who visit you on your stand.
For example, consider offering a discount on your services if they place business with you within two weeks of the Expo; perhaps a two-for-one offer of some sort, or a free hour of your time to help a business in some way.
Let people know in advance that you will be offering a prize draw – a meal for two, vouchers, a bottle of champagne – whatever best reflects your business.
Plan to Run a Competition on Your Stand
Make sure it’s relevant to what you do. Think about a good prize, too - one that truly adds value or makes you memorable.
Consider Your Stand Well in Advance
What’s your message to your target market? It’s all about branding, so the “look and feel” of your stand needs to represent you and your business at its very best. First impressions count and yes, visitors will be judging you on the quality of your stand.
See below for more advice on your stand.
What Marketing Collateral Will You Have?
Business cards are a must; brochures and flyers are a good take-away, too.
And…
Have You Considered Merchandise and Promotional Gifts?
These are a great way to reinforce your brand.
Choosing the right product is important as it will have your name on it…
I have over 20,000 products on my database, so I can advise you on the most suitable one for you and your budget.
Make sure you have Public Liability Insurance in place for a minimum of £2 million as the organiser insures the Exhibition but your stand space is your responsibility.
2. DURING Stand Up, Please
Sorry, your feet and your back may get a little sore but you will need to stay upright for several hours. Each stand has chairs, but don’t take the risk of looking less than professional by kicking back in your chair with your shoes off – just when your best-ever prospect walks by.
Smile
Greet people. Say “hello” “how are you today”. Be nice, be friendly, be approachable. Obvious, really.
And...
Put your phone away and on silent mode!
Take Regular Breaks
The above notwithstanding, take regular breaks to clear your head and have something to eat and drink. Make sure that you stay hydrated. Don’t eat or drink anything on your stand, it just doesn’t look too good.
Capture Data from Visitors
Have a bowl or a smart box of some sort in which to place business cards; but I recommend you have a clipboard to write notes and contact information.
Categorise them A – B – C… A being the most important to follow up after the Expo, B follow up within 7 days and C add to your database. You’re human – you’ll simply forget who you spoke to or what you spoke about.
Network with Other Exhibitors
Yes, yes, yes.
During quieter times, speak to your neighbours, find out what they do and follow up with as many of them as you can afterwards (see below). These people also take their marketing seriously and they are people you really want to get to know. Over the years I have done more business with other Exhibitors after the Expo.
Does Your Stand Look Really Good?
Make sure that you arrange your space well putting your banners in a place they can be easily seen and read. Avoid a major Sales Prevention System by ensuring that they DON’T become barriers to people being able to approach and talk to you.
Show people what you do. If you’re a photographer or graphic designer, for example, do you have examples of your work to show people?
Well designed pop up banners and a customised tablecloth is a good idea, ideally in your corporate colours or in a shade that complements your branding and logo. Flowers are a nice touch if you have room and they are not a distraction or likely to get knocked over.
Don’t Leave Early
As well as really spoiling the vibe and looking unprofessional, you will get in everyone’s way. It is also part of your agreement with the organisers not to break down before closing time.
3. AFTER Follow Up
Like networking events, the success is always in the follow up. Everyone you speak to at a trade or business exhibition could be a future customer, business partner or someone you can collaborate with, so don’t waste a single contact.
Hot leads become warm leads then cool, then stone cold. And, it will happen quite quickly if you don’t capitalise on your successful day. Try the following: • Email or call within 24 hours to suggest meeting up for a coffee to find out more about your prospect’s business. • Follow your leads on social media, for example Twitter, LinkedIn, Facebook etc. enter all the details onto a CRM (if you have one) for marketing in the future. Alternatively put them on an
Excel spreadsheet for this Expo. • Use the visitor list for further lead generation. • Don’t give up: you may need to make several approaches before your dream prospect meets you. Anywhere between 7 and 11 approaches I have found works or if they are close to you try and meet them for a coffee.
So, all ready to shine?
Will you be tired at the end of the day? Yes. Will your feet ache? Without a doubt. Will these tips help you to develop your business? Yes, they will. Will you have a really good day? Yes, you most certainly will.
Good luck! Mike Monk mike@advantagebm.co.uk
The Network Albion Business
Club returns to The Amex Stadium with sold out event
19 months since the last, the Network Albion Business Club, powered by Network My Club, returned to The Amex Stadium welcoming over 90 businesses in September!
Businesses from across Sussex and further afield came together for the September networking lunch for a celebration of networking after what felt like months of virtual, all to the backdrop of the iconic home of Brighton & Hove Albion Football Club. During the event, Bradley Hatchett, Managing Director of Network My Club, delivered a short presentation
thanking members and businesses for Networking their support over the last 19 months. & Events Having to adapt their business model considerable to survive the pandemic. He reintroduced the partnership between Network My Club and
Brighton & Hove Albion FC, and gave exclusive details about future inperson events, upcoming online event themes, and further expansion into new regions.
He added: “It was almost surreal to finally get back to an in-person networking event, after so long of doing online. You could really feel the energy in the room, with members simply buoyant to finally get together. Some were meeting people for the first time in real life after months online!
“It made us truly realise how much we’ve missed delivering events like this for our members and businesses in the Sussex, and we look forward to the next event at the Amex and our stadium partners.”
Network My Club recently revamped their events and membership offering, returning to in-person events again but also maintaining their successful online meetups on Remo.
Their in-person events take place at iconic sporting venues like the Amex Stadium in Sussex, but also stadiums like The Kia Oval Cricket Ground and Twickenham Stadium in London, as well as the Ageas Bowl in Southampton. You don’t have to be a member to attend any of their events. Network My Club welcome you to try out one event before deciding if membership is right for your business.
To do so and to find an upcoming event near you, in-person or online, visit www.networkmyclub.co.uk.
By Bradley Hatchett
Founder & Managing Director Network My Club
Jackie’s Networking Adventures
The last few weeks has seen face to face networking become the norm again and I have been fortunate enough to attend two very good, but different networking events in Brighton.
On the 25th August it was the Ladies Lunch Club hosted at Malmaison, by Lara Squires and the Consortium More than Marketing team. A beautiful venue, the sun was shining and thirty-five lovely ladies informally networking over a BBQ. A great evening with new and familiar faces. Looking forward to the next one in Eastbourne later this month. Wednesday 8th September saw the return of another face-to-face networking event, Biz Mix. Hosted by Gaydio, this was the first ever for me. There was a 2 hour sit down lunch but a very well-structured event. Networking on arrival, before we were seated for lunch and were given specific things to talk about which ensured everyone was part of the conversation. After lunch everyone had a turn to speak and say who they were, which was great as it meant you could get an idea of people that would be beneficial to talk to. With the exception of one person, I didn’t know anyone which in the world of Brighton networking is very unusual.
Networking & Events
I am looking forward to attending a variety of events in the coming weeks, including charity golf days, business expos, Lunches, Breakfasts and more. To check out a full list of events head to the County Business Clubs events calendar
www.countybusinessclubs.co.uk
