Events season has well and truly begun but as your calendar begins to fill up, now is the time to think about the goals and clear objectives you should have when approaching each get-together outside of the office, not just ‘have I downloaded my ticket?’
Take a look at the four event personalities highlighted below and see if your approach is mentioned. It’s ok if you fall into several categories, just align with the clear goal you have for this events season, utilise the top tip shared below and you’re good to go.
Happy eventing!
The Networkers
Do you have a desire to meet new people in your industry in 2025? Perhaps you’re looking to expand your current network, check out the competition or get some of those warm leads in the pipeline? Whatever the reason, you’re probably choosing an event based on its scale and size. The idea that if there’s many fish in the barrel, you’ll at least be on track to skewer a few that meet your current targets.
Distilling this down even further, you’re either someone that relies on their existing connections and sees an event as a place to meet up and gain new introductions based off of those ‘let me intro you to’ emails you’ve forgotten to chase up, or you’re someone that’s keen to use the inbuilt tools to help you book meetings with new potentials.
By my anecdotal calculations, the more senior in their career someone is, the more they’re keen to rely on their existing network. But the reality is that there’s an element of work to do pre-event no matter the seniority. Time is often precious at events, that elusive promise of meeting up and grabbing a coffee often doesn’t work because each party has their own objectives to meet and so that much vaulted catch up never manages to materialise or worse, it’s a fleeting moment in passing where nothing of value can be secured.
Nevertheless, you’ll see an event as worthwhile if you can take home a couple of warm leads and the promise to do it all again next year.
Top Tip
For Networkers, size matters so make sure you’re booked on to some of the larger scale events this year.
The Influencers
Ok so your last LinkedIn post did pretty well and now you’re thinking you want to use an event as a platform to boost your own credentials both in-person and online. This might be through a speaking opportunity or getting involved with a side-event to the main agenda. The amount of book launches at events have sky-rocketed over the last few years, a combination of Covid authors and events picking up on the idea of meet and greets as a great way to connect audiences with content creators.
The publicity probably doesn’t stop at the stage, you’ll want to create moments with the press on-site and see how much content you can collate to ‘keep that momentum going’ rather than just a wrap-report.
You’re probably pretty engaged in an event itself, know a handful of the staff and feel at home either backstage or on the show floor. But comfort doesn’t always equal satisfaction. By relying on your own schedule you’re likely to miss introduction opportunities with other content big-hitters and key networking opportunities by not taking into account what else is going on around you.
The most successful influencers I’ve seen are those who tend to camp out in a speaker lounge or nearby, then in a chance moment an introduction is made and a business card (yes they still do exist!) or a LinkedIn request shared. Smart move.
Top Tip
For early stage influencers think local, wrap up your home turf first. For those with more of a following, it’s time to start submitting your great ideas to larger events and international calls for content. Good luck!
The Thinkers
A rare breed are those people who come to an event purely for the content. Sure, the keynote speaker probably has something to do with what time you bought your ticket, but let’s face it, most events are budgeted for before the agenda even drops online.
So if you manage to take in three content sessions or more in a day, congrats, you’re a thinker. Most exhibitions and trade shows see this amount of dedication as a badge of honour. You’re not only attending the event, you’re engaged with the content. Heck, you’re probably filling in a feedback form before you’ve even left the building. Like with the networker, there’s usually more than one reason for this.
The first is quite simple, you’re relatively junior in the industry and you haven’t got many contacts to network with at the event. Content therefore, is a safe space. You’re thinking about the feedback the office will want when you return – what were the ‘hot’ topics? And who were the best speakers? You might even spend the afternoon on the way home writing up a report before all the good sessions drop out of your head. Let’s face it, even if you promise yourself you’ll watch the video later, you never will.
The other type of Thinker is one who has reached a level of seniority where they don’t need to worry so much about networking time on-site, they can choose to enjoy the company of the people they meet. And so to them, time is most well spent when listening to the views of experts who run, partner or leverage the companies they also want to work with. Being able to reference a quote they made on stage in a well-timed email is one way to impress!
Most importantly, it’s the sharing of such knowledge that gives them a reputation. Perhaps in some way Thinkers and Influencers are caught in a cycle, destined to be one or another in their time. Which one will you choose?
Top Tip
Thinkers thrive among dedicated conference facilities, especially those with in-depth workshops and roundtables. There’s an element of self-selection here so choose your event based on the attendee type and content topic that align with your current career. Fintech events are getting smaller in terms of topic as more tech companies and brands find industry partners.
The Sellers
And not forgetting those hard-working sellers that make up a considerable portion of each event, the business development and marketing teams. While some might say these can also fall into the same category of networkers, they are usually on-site with a specific remit and can be very driven in how they spend their time.
Author anecdote: One chap I know wouldn’t even take down the contact details of a company interested in doing business because it was for a different department and he’d see no commission. Talk about laser focused!
Likely only to be found at events where there is a large trade and exhibition area, this personality type are often found hitting the show floor first thing in the morning and then stay until well past closing (of the happy hours). Also joining the club are startups and the founder community, who really try to squeeze every last penny out of their ticket just in case this is the last event they go to.
While most will stick by traditional tactics, approaching stands and walking every square inch to find someone new to talk with, others are utilising technology at a rapid pace. Event apps usually tend to launch around six to eight weeks out from an event and you can guarantee the sales team and other seller communities are first online. They’ll utilise the meeting and chat functions for all they are worth and they won’t come home until they meet their objectives. Aggressive tactics yes, but equally a much needed part of the ecosystem.
