Heading to an industry event with a tiny budget and wondering how you’re going to compete with the big budget hospitality offered by larger businesses?
Don’t try to compete with the firms with massive budgets, do something different that will be memorable for all the right reasons and remember that you’re aim is to develop relationships so quality time with a few hand-picked connections is likely to be more valuable than a large gathering of lots people you barely know.
Here’s a few tips:
1. Start planning early – accommodation will be cheaper, more venues will be available and you’ll have time to see what’s already happening in the location that you could take advantage off e.g., a short run art exhibition.
2. Speak to your target audience – What would they genuinely enjoy? What kind of experience would help them relax, connect, or simply have fun?
3. Look at what everyone else is doing — then don’t do that. Try:
- Wine tasting
- Walking tour of the host city or a guided tour of an interesting building
- Private after hours museum tour
- Cookery lesson
Anything that creates conversation, connection and shared experience is instantly more memorable than warm prosecco and limp sandwiches.
3. Personalised invitations – if you’re running an event for 20 people, don’t ask your marketing team to send the invite from a generic email address. Send the invitations yourself and personalise them. It’ll be time well spent as you’ll get a better response rate and fewer drop outs.
4. Be realistic about what you can spend — it will focus your mind and stop you wasting hours researching Michelin star when you’re on a McDonald’s budget.
5. Collaborate – work with businesses that compliment your business to pool resources and reach a wider audience.
Remember the golden rule of networking – ten meaningful conversations beats fifty forgettable ones. Drinks receptions for hundreds may raise brand awareness, but bespoke experiences build relationships. And relationships are what create value.