Why “nice” events can be a waste of time

Why “nice” events can be a waste of time

It isn’t the food, location, or the branded parting gifts that determines whether an event is successful. Great events for business development involve tangible outcomes. In the legal world especially, we too often pat ourselves on the back because the guests were impressed or thought the event was “nice”. While making an event memorable is important, it is only one factor that will get you closer to a deal.
If you want a live event to mean anything at all to your bottom line, you need to develop a strategy with pre and post-event action. Some of the key things you need to think about are:

  1. What would a “home run” look like at the end of the event;
  2. Who are the top three people you need to mingle with or meet;
  3. How many quality contacts should each person in your company make;
  4. How many follow up coffees or meetings could be scheduled during the event (hey, no time like the present to set a date and time); and
  5. What actions are you taking to keep in touch with the contacts you’ve met.

After developing a good idea of what you’d like to get out of the event, it is important to get all of your team members on board. Leveraging the power of your entire team is a great way to move closer to your goal as quickly as possible. Without agreement on goals and execution, some of your colleagues may be more concerned with the canapés than making connections.

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