Great Business Events are Like Dating (Minus the Hurt Feelings)

At the end of the day, pressing the flesh still counts.

The truth is that quite often, people do business with you quite simply because they like you.

New business guru and JCPR friend Robb High compares forming business relationships to dating. I couldn’t agree more.

Which begs the question: when you were single – or if you are now – is sitting in front of a screen emailing akin to a really great ‘live’ outing?

I think not.

Sharpen the Scintillating Convo

What do you know most about?

Figure it out – and then exploit the heck out it.

Take for example one JCPR client whose executive team had a deep understanding of a new financial regulation that would impact both financial advisors and investors.

JCPR suggested a media-only forum that would serve as a think tank on how the new regulation would impact the financial industry.

As the program for the event developed, buzz built, and it was quickly dubbed a must-attend event for financial media. The client earned articles in Bloomberg News, AdvisorOne.com and other media outlets.

Focus on Substance – Get Help for the Style

Throwing a fantastic party – or meaningful business event – takes a TON of hard work.

The goal is to make it look effortless.

That’s where a crack PR team or event planner comes into play.

The minutiae of sending invitations, managing responses, booking and planning the meeting space, creating signage, etc., can and WILL distract you from making the amazing first impression you need for your event.

Outsource, outsource, outsource – and keep your focus on the quality content that will make for an unforgettable first date.

Call the Next Day

Whether your goal was to get media coverage or to meet new prospects,  once your event is done, you will likely have some great new contacts. Maybe you can’t seriously ‘date’ all of them simultaneously, but each and every one of them is valuable enough to stay in touch.

Email the next day with:

• A ‘thanks for attending’ message

• An invitation for feedback: but don’t leave it open-ended! Develop specific questions, i.e. “What stood out,” or “What would you have changed?”

• The inclusion of a NEW piece of prepared valuable information that will add even more value to the event – a factsheet full of important news they can use, a ‘top 5 tips’ for consumers – be creative!

Add these new contacts to your e-newsletter list and any other regular marketing lists you use. At minimum, they’ll evangelize you to their network – and that’s invaluable marketing in the making.

Make it Moving

Have any event you produce video-taped to maximize the ROI of both time and money.

Post a nicely edited version of it (no, you just can’t have your assistant use your iPhone) on your website and YouTube. Use it as a “video calling card” in every email signature you send.

When it comes to making new contacts, business is the same as dating: you’ve got to be in it to win it. So put on your party shoes and get out there!