One of the wonderful things about attending events are the relationships you form when you are there. Especially during multi-day events, you have the chance to break bread with different people at each meal. It is a great opportunity to get to know your fellow attendees better. It is one of the major reasons I go to events and I encourage you to keep this in mind when you are marketing your own event.
Here are a few of the relationships your attendees will form:
Friendships – Many lifelong friendships start at events. When you spend long days and evenings together, share meals, drinks and common experiences, something special happens. You form a bond that will always be there. And these days, with social media like Facebook, Twitter and LinkedIn so prevalent, it is easier than ever to stay in touch with each other. Then months or years later, your event will always be the common thread that unites them.
JV Partnerships – A Joint Venture (JV) Partnership will develop many times from an event when two attendees target the same audience, but different products. They will get together and promote one’s product to the other one’s list and vice versa. Generally the revenue of each promotion is split 50/50, so that everyone benefits. In addition, you can use it to cross pollinate and grow each other’s lists, which is huge in this day of list building importance.
Strategic Alliances – Another way relationships formed at events pay off is through strategic alliances. This might happen quite spontaneous and without intention. You start following your new friends content; blog posts, tweets, Facebook pages and then you start sharing them. You start retweeting, commenting on blog posts and tagging pictures on Facebook with your friend’s name. Although this happens quite naturally, it is reciprocated and it creates a movement of driving traffic to each others websites.
Affiliate Relationships – Similar to JV Partners, when you become an affiliate, you promote someone’s product to your audience for a commission. Usually affiliate relationships are not necessarily timeline specific and can be promoted through banners on your website and ads or recommendations in your ezine. In addition to becoming someone’s affiliate, you can also start affiliate relationships for your own products and services. You will pay your affiliates a commission and each affiliate becomes a commission based sales person for you.
Many of your attendees come with the goal of creating these connections at your event. Encourage it, make it easy for them. And use it as yet another benefit of coming to your event in your marketing.