October 2003
The ultimate matchmaker

Networking. You either love it, or you hate it. And if you’re a show organizer, you should probably learn to love it because it’s one of the most important parts of your job. If this year’s mantra is the value of face-to-face meetings, then we should be exploiting every networking opportunity we can create. How can we enhance these opportunities at our shows? Provide intimate, fun, networking events that our competitors don’t.

A couple of months ago, there was an article in Business 2.0 about speed-networking (yes, like speed-dating). Here’s how it works: There are two rows of chairs, with 50 people sitting face-to-face. They have four minutes to get their point across, and then they have to move on. In one hour, participants could meet 15 people. What a perfect way to get first-timers to mingle with industry veterans and other newbies with whom they can commiserate.

At this year’s COMDEX, show management is introducing COMDEX After Dark to offer vendors a new vehicle to reach IT buyers off the show floor. There will be a series of nighttime events, targeted at seven technology sectors. For example, a Ready-to-Wear fashion show for the wireless and mobility sector; the digital immersion experience for the digital enterprise sector; and a Web site awards ceremony for the Web services sector.

Another show manager “seeds” meal functions. Sponsors tell show management who they want to get to know better, and she makes sure they’re seated at the same table for dinner. She also puts together “yearbooks” for attendees and exhibitors with photos, bios and contact information.

And don’t forget about networking on the show floor. At CIO magazine conferences and shows, the company ensures that vendors meet the C-level executives who attend. How? There’s an employee whose only job is to make introductions between buyers and sellers. How’s that for value-added?

Also, there are a number of shows focusing on setting up one-on-one meetings between buyers and sellers. Some are using appointment-setting software or interactive kiosks to facilitate the process. Or, take a page from show organizers in the healthcare, travel and jewelry industries who set up “reverse trade shows,” where buyers are given booths, and vendors set up appointments to come to them.

What’s the best networking event you ever attended? What were the key ingredients? The major industry players must attend. And the atmosphere must be conducive. Experiment with different formats and venues — on the show floor, at receptions and meal functions, and during sessions.

Is your show the place to be seen? Do you attract the mover and shakers in your industry? If so, exploit it. If not, get them there — quick! Remember the old saying: It’s not what you know, but who you know.

Danica Vasos
Editor in Chief
Comments for the Editor 

P.S. Is yours a great show to network? Drop me an e-mail and let me know how you’re creating networking opportunities at your show. We’re looking for “The Best Shows for Schmooze” to feature in an upcoming issue.