Mass Networking

Depending on the industry you in work in, you may have the opportunity to be an exhibitor at a trade show.  Trade shows offer a chance for "mass networking".  Perhaps your aim in attending is to make sales, drive traffic to your place of business, develop a database, or raise awareness about your product or service.  Whatever your goal, you have one chance to make a first impression on each attendee at the show.

Whether the show is very quiet or intensely busy, each attendee is likely to stop only once at your booth.  Sometimes a hook (giveaway, chance to win, etc) is required to facilitate that stop.  No matter what draws people to your table, just like a networking event, you need to be engaging, capture their attention for a memorable moment, and let them move on. 

Leverage your interactions!  Every person who stops is a potential client, partner, supplier, source of referrals, etc.  Every face is a fresh new face - even if you are exhausted, your feet hurt, and you can't wait for the day to end!   Your smile and energy are what will count.

Keep your pitch short, quick, energetic, and repetitive.  Don't stray from your message - each person only hears it once!  Don't stop to chat for too long with old friends unless it can benefit your show goals. Be friendly, but stay on task!

If you gather names via an opt-in system, you'll have a place to start after the show.  When you follow-up with those who gave you permission to do so, make sure your first message is a repeat of the message you used at the show. 

"Mass networking" is exhausting but it is a great chance to blitz your message, make a great first impression, and develop new contacts.

Post by Susan Eldridge