Networking That Doesn’t Work
Recently, I attended a networking event that was new for me for all of 5 minutes. One of the nonprofit organizations with whom Marion Street Capital partnered mentioned this networking group in its newsletter, which I scan for opportunities to mingle with folks likely to meet our Ideal Customer Profile. This group was new and seemed like a fit, so I clicked through to register for the happy hour event that evening, as it was a short walk from my office. I arrived at the venue more than halfway through the event, and I proceeded directly to an area on an elevated platform separated from the venue's main floor, where I quickly spotted from a distance a sign, "Area Closed for Special Event."
As I approached, I saw a nice spread of food and beverages amidst a group of perhaps 35 smiling faces. I walked up to a table of four and said, "I guess this is the *** networking group!" Four smiles disappeared into various states of confusion. I pivoted to a different question, "What group is this?" Two replied in unison, "**** School." "Wrong group!" I said before physically pivoting back to the main floor, across which I spotted another group near a bar at the back of the venue. I strode vigorously toward the back bar, surfed through the crowd where I spotted few smiles, and reached the bar, which was closed. I studied the crowd again, noted little interaction, and decided to bail.
This made me realize that many networking groups do too little to be effective. In this case, the newsletter mention and the easy registration with instructions were solid steps, though this group fell short of encouraging productive interaction.
What are some of the outcomes the prospective leader of a networking group might target, and what actions can that leader take to maximize the probability of achieving those outcomes?
Outcomes may include:
1. Attracting the "right" audience
2. Eliciting positive feedback from the audience
3. Earning audience intent to attend another event with this group
Actions may include:
1. Defining the profile(s) of attendees sought
2. Identifying ways to reach those profile(s)
3. Establishing a budget for the event
4. Selecting a venue that will appeal to those profile(s)
5. Selecting a time that will appeal to those profile(s)
6. Organizing signage or other communication collateral that will help attendees "find their people"
7. Designating a volunteer who can greet attendees, ask them about their interests, and facilitate introductions to other attendees with similar interests
8. Coordinating with the venue to welcome attendees, to make the event enjoyable, and to earn repeat attendance
Suffice to say—networking events can be powerful opportunities to connect with the right people, but only if structured thoughtfully to promote meaningful engagement. Leaders of these events should prioritize creating environments that foster interaction, provide clear direction, and encourage ongoing participation. By attracting the right attendees and facilitating introductions, organizers can significantly increase the value of these events, ensuring attendees walk away with productive connections and a desire to return. Effective networking is more than just gathering people in a room—it’s about creating spaces that drive genuine, beneficial relationships.
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In our “Solve It” short stories segment, we want to connect (hopefully) entertaining professional experiences to insights that Marion Street Capital derives from pursuing its MISSION, VISION, and PURPOSE. I chose "Solve It" as the title of this series because the MSC mission is helping innovative growth companies SOLVE their most pressing challenges, and because as a child, I was addicted to mysteries like Sherlock Holmes, Agatha Christie, The Hardy Boys, and Encyclopedia Brown.
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