Useful Tips and Strategies to Maximize the Benefits of Business Events
One of the biggest misconceptions we encountered after the COVID-19 pandemic was the belief that all business communications would permanently shift online. During the 2020 lockdown, it seemed practical and cost-effective. However, in-person communication has since been perceived as a “new luxury,” and offline events have become a crucial channel for forging new business connections, driving sales, fostering collaborations, and exchanging ideas. Valeria Mingova, Founder of Virtual PR manager PRonto and CEO of PR Doctor shares insights on how to attend business events effectively.
Define Your Goal
Attending an offline event is more than just opening your laptop and joining an online conference. Visiting an exhibition, seminar, or presentation requires time and effort for preparation, travel, and active participation. To make the most of these events, it’s essential to set clear objectives in advance. I always remind myself that the goal is not just to have a good time but to return home with tangible results. Here’s a simple formula to guide you:
- If you’re looking for partners, clients, or suppliers, you should leave the event with new contacts. Prepare a list of relevant companies and people in advance to use your time efficiently. Also, plan how to introduce yourself and your company to make a lasting impression and build an attractive business image.
- If you want to grow professionally, the outcome should be innovative ideas, techniques, tactics, and strategies discussed by speakers and participants. Bring a notebook or use a note-taking app to record key insights and tips that you can implement in your practice. Don’t forget to ask speakers questions—it not only helps clarify important points but also showcases your engagement and expertise.
- If you want to establish yourself as an expert, actively participate in discussions, share comments, ask speakers questions, and don’t hesitate to challenge them with well-argued opinions. Offline events provide unique networking opportunities, and engaging in debates will make you stand out in professional circles.
Remember, every meeting can be the start of a new collaboration or exchange of experiences, so seize these opportunities to the fullest.
Where to Go? How to Choose Events?
Once you’ve defined your event goal, ask yourself: which event, based on its topic and participants, aligns with my objectives?
Industry-specific events are the best choice since they attract relevant audiences. If your business involves selling polymer facade paints, attending a pediatricians’ conference would be pointless. However, related industries are a must for finding new clients. For example, if you deal in fertilizers, don’t just attend events for chemical manufacturers—also go where your consumers, such as agricultural professionals, gather.
To determine if an event meets your needs, review its agenda and speaker list in advance. This helps save time and allows you to prioritize valuable sessions.
Where to Find Business Events?
- Social media, industry-specific groups, and expert blogs in your field.
- Business media, as they often serve as event information partners and publish announcements.
- Government agencies, which promote major industry events at national and regional levels.
- Search engines—well-crafted queries will show past events (useful for planning future participation) and upcoming announcements.
Be Ready to Communicate
Every business event is primarily about networking and communication. Without preparation, people tend to talk only about the weather. It’s best to rehearse your “introduction speech” beforehand—how you present yourself and your company. Numbers and statistics make your self-presentation more compelling.
I always attend offline events with a digital business card—or even multiple versions, tailored to different audiences: one for potential clients, another for journalists, and a third for partners.
I also recommend reviewing the event schedule, speaker list, and attendees in advance to identify key people to meet. Additionally, plan your time wisely: consider skipping less relevant sessions to avoid burnout. Instead, focus on discussions that align with your interests and target audience.
How to Network: Key Strategies
To make meaningful connections and build professional relationships, apply the following strategies:
- Look for “super networkers”—people who know everyone can introduce you to multiple valuable contacts.
- Engage with active participants—those who ask questions, challenge speakers, and debate topics are usually deeply invested in the subject.
- Network beyond formal sessions—talk to people during coffee breaks, lunches, and dinners.
- Follow up immediately—send a message on social media reminding new contacts how you can be useful to them.
- Don’t hesitate to propose yourself as a speaker—about a month before an event, organizers often seek last-minute replacements due to cancellations.
What to Take Away from a Conference or Coffee Break
Your work doesn’t end when the event does. To ensure productive networking, follow up within a few days by reaching out to people you met. Remind them who you are, share promised materials, and send your presentation.
Wait for the post-event press release—it often includes additional useful contacts worth pursuing. In your opening message, mention that you attended the same event as your recipient—this creates an instant sense of familiarity.
I hope my experience helps those attending their first event and still skeptical about offline formats. You’ll soon realize that live communication often yields more benefits than even the most sophisticated online advertising campaign!