Breakthrough Networking with Lillian Bjorseth
One of the ways to amass more social capital (relationship capital) is to produce events. Before you brush the idea aside thinking it takes too much work, let me share myriad branding and public relations benefits for you, using an ongoing event I co-founded in 2003 as an example.
The event survives and thrives because it was built on a great networking principle: cooperate rather than compete. When a Chicago Tribune reporter interviewed Alec Ross (the other co-founder who has since moved on) for a story on how to network, she asked for other authorities in the Chicago area. Mine was one of the names he provided.
Shortly after that March 2003 article appeared, Alec and I were at a conference where we talked about the benefits of sharing space in the media. As the day wore on, we began to postulate how wonderful it would be to collaborate on an event produced by two experts in the same field that would personify that to give is to get and to share is to benefit.
Thus was born the Greater Chicago Networking Extravaganza, the eighth of which will be held April 29, 2009. It’s a three-hour evening event that combines open and structured networking to help participants grow their network and networking skills. We are proud that the The National Networker (TNNW) has been a sponsor for the last three years.
Now, let’s examine the benefits you can accrue from producing an event.
Reinforce Your Brand.
Branding is vital to any company and particularly to entrepreneurs and small businesses that don’t have the budgets to “buy” their way into people’s minds. You can generate volumes of free publicity online and off by using the event as your news peg. Marketing experts say people have to see your name six times before they think you are for real … which equates to about twenty mentions since most people miss two/thirds of the notices.
Becoming associated with a successful event in your field also builds/reinforces your top-of-the-mind positioning. Rather than paying for it, you can make money or break even doing it … depending on what you charge. Producing the event repeatedly solidifies your brand even more.
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Grow Your Database.
This electronic age allows you to market your events, services and products for very little cost. However, the key is to market to the right people, i.e. so that if you want to catch trout, you’re not fishing in a catfish pond. People who are interested in what you do will naturally attend and, thus, you will build quality followers. The database grows exponentially as you produce multiple events.
Partner With Others.
Share the workload and double the exposure. While you may want to hook up with natural networking partners, my experience proves that you can also collaborate with a like-minded business. My new co-producer, Jason Jacobsohn, is also well known as a master connector and networking guru in the Chicago area. We benefit from each other’s established reputation.
I’m a great believer in brainstorming and having a partner allows you the luxury that many entrepreneurs are lacking. Two minds usually are better than one. Also it can cut your work time in half.
Get Sponsors.
Enhance the credibility of your event by obtaining sponsors. Create levels that will provide greater benefits for a higher dollar amount. Also consider in-kind sponsorships when companies can provide necessary services or products in exchange. It’s your event so you can barter as you see fit. Sponsorship dollars will help pay for the event … or enable you to make a profit!
Rub Elbows With Customers.
Nothing can replace shaking hands in real time as you see the whites of your current and prospective customers’ eyes. They can experience current and new products and services in the company of others who are interested in what you offer. You can stage your time in the spotlight reinforcing why you are the preferred supplier.
Let me know if I have inspired you to produce your own event!
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