Networking at the Southern California Minority Supplier Development Council’s B3 Conference at SoFi Stadium. Courtesy of Amanda Ma

Building relationships and making connections is the backbone of any professional’s career. But in the meeting and events industry – where industry connections can enhance events as well as bolster a meeting planner’s professional prowess – networking is vital. From connecting with ideal vendors to rubbing elbows with leading experts, a meeting planner’s networking strategy can make or break their future.

Carrie Davenport, CMP-Fellow, CEM, CSEP, lead meeting planner at Altria, CEO at ceocarrie.com and cofounder of the Association for Women in Events, has been a meeting planner for almost 20 years.

“Networking isn’t only vital for expanding your network of vendors, potential venues and business networks to utilize for your specific business, but it is vital for also finding sponsors, coaches, mentors and allies in the events sector,” she says. “A lot of advancement is about who you know and what opportunities can be open to you through your advanced network of champions and peers.”

Davenport has embraced networking throughout her career and it has paid off. Previously, Davenport was a vice president in education and thought leadership, and yet, she desired to get back into the field of event management. Using her networking skills, she shared her love of events through her virtual networks and one of her committee members took notice.

“When this incredible position was about to come available, he reached out to me and said that he felt I was perfect for the job and that I had to apply,” Davenport says. “It was a direct connection to a job that I didn’t know would be coming open and I felt like I had an alliance inside that could speak to my character and work ethic.”

Beth Bridges, owner of The Networking Motivator, says that networking is one of the biggest reasons we attend meetings, and especially events.

“In addition to their own career needs, planners need to invest time in networking so that they understand the conditions that contribute to great networking,” Bridges says.

Laura Morlando, founder and CEO of Down and Dirty Networking, understands the importance of community and networking, which allows meeting planners to have meaningful conversations and grow as a professional and entrepreneur.

“Many of the audiences I’ve spoken to find networking necessary, but dread it and often don’t know where to start,” she says. “I have found this to be especially true when speaking to meeting professionals and planners.”

Networking: Traditional vs. Relational

According to Morlando, there are two types of networking: traditional (or transactional) and relational. Both are beneficial to planners, so it is important to know the differences between the two and the best places to engage in both.

“When it comes to networking, most people think of traditional networking as exchanging leads, referrals, sales and job offers by sharing their elevator pitch or 30-second commercial,” Morlando says. “The transactional nature of this type of networking is why traditional networking is also known as transactional networking. As a meeting and event planner, if your goal is to gain more leads, clients or vendors, this type of networking is best suited for you.”

What most people don’t know is that there is another type of networking, which Morlando calls “relational networking,” focused on having meaningful conversations to build authentic and lasting relationships by learning from someone and about someone.

“This style of networking is perfect for meeting and event planners looking to overcome challenges and seeking a professional ‘easy’ button,” Morlando says. “For example, engaging in relational networking with other meeting and event planners is a fantastic way to learn best practices to streamline your success. Engaging in relational networking with other professionals not in your industry expands your perspectives, ideas, solutions, resources and opportunities.”

One of the biggest challenges Morlando hears planners face is working with a client that is not a qualified event or meeting planner, such as a secretary or administrator.

“Engaging in relational networking with these types of professionals by asking questions to learn how they would approach planning an event and the challenges they would face may shine some light on a solution, tool or resource you can provide at the onset of working with these types of [people] to make the process more seamless and less challenging for you both,” Morlando says.

Networking: The Virtual Connection

While the fundamental networking strategy of finding the right events to meet like-minded people and then becoming of value to them has not changed, what has evolved are the tactics of where to go and how to stay connected.

“Most obviously, we had a move to virtual in 2020 that hasn’t completely gone away,” Davenport says. “Although in a post-COVID world, planners and event-business vendors are hungry for in-person connection, I’ve still seen think-tanks, happy hours and other connections via Zoom, Teams and Google Meet, among others. Virtual connections are still being utilized strongly in the events sector.”

Bridges explains that the necessity of online networking has now become a preference. This has led to a proliferation, but also fragmentation, of networking where there are hundreds of more options in the form of online groups and online networking platforms.

“This can provide more opportunities with easier access but [there’s] also the potential for less of an ability to find and connect with someone in an organic setting,” Bridges says.

Approaches To Take: Virtual Coffee Date

As Davenport points out, networking can seem scary, but networking is just another term for what it really is:  building relationships and forging alliances.

“The events and meeting industry is one of the most hospitable (by trade) industries that one can be a part of, so people truly come in wanting to open their arms to you,” she says. “I often give talks to students, and I always say that my early strategy worked incredibly well for me. If you find someone that inspires you, or hear a speaker that ignites your drive, reach out to them in-person or virtually and just ask to take them to coffee. These days it can even be a virtual coffee date. If the ‘ask’ is small and short – as opposed to asking for a long-term mentorship, usually you can learn much from these leaders in a short amount of time.”

Come prepared with questions about how they reached success in their roles, what inspired them, who helped them along the way. If you start small, you never know when you may find a champion in the industry.

Amanda Ma, founder and CEO of Innovate Marketing Group, gives six keys for planners:

Attend industry events: Attend trade shows, conferences and other industry events to meet other meeting and event planners, learn about the latest trends and developments and make valuable connections.

Join professional organizations: Join professional organizations, such as the International Association of Professional Event Planners (IAPEP) or the Meeting Professionals International (MPI), to gain access to networking opportunities, resources and training.

Build relationships: Build relationships with suppliers, vendors and other industry professionals. This can lead to new business opportunities and valuable referrals.

Use social media: Utilize social media platforms like LinkedIn to connect with other planners, share your work, and keep up on industry news.

Seek mentorship: Seek out a mentor in the industry who can offer guidance on your career. Having a trusted advisor can help you make the most of your networking efforts.

Volunteer: Volunteer for industry events or on committees within professional organizations. This can be a great way to get involved in the industry and make new connections.

“By utilizing these networking approaches, meeting and event planners can enhance their careers and stay ahead in the competitive meeting and event planning industry,” Ma says. “Remember to always be professional, knowledgeable and approachable when networking, and make sure to follow up with any contacts you make. And most importantly, don’t burn any bridges. You never know when that connection will come in handy.”

Bridges recommends meeting planners choose to network broadly. This includes people who are newer to the industry.

“Choose an aspect of your industry to become an expert on and share that knowledge freely,” she says. “Look at your networking activities as part of a larger self-marketing strategy, where you are aiming to increase the number of impressions you make – in the advertising sense of being seen. At the same time, you are improving the depth of existing relationships.”

Networking: Think About the Long Game

One key mistake Bridges sees people make is a lack of  persistence. She stresses that a relationship is not going to be built in one conversation or meeting. Referrals depend on trust, which is built over time, and networking is not a short-term strategy.

As a veteran meeting planner, Davenport has talked to fellow planners who didn’t know how to connect and felt awkward during networking. They walk away disappointed and feeling like they haven’t been able to connect.

“Or worse, they connected with the same people each time and feel like they cannot break the invisible barriers that sometimes keep us from connecting-up,” Davenport says. “Connecting-up means reaching out to those that you consider icons, leaders, etc. There may be many reasons for that. More mature industry planners already have established connections and we tend to group together with those we know. It can be incredibly intimidating for newbies.”

Davenport advises authenticity when connecting with others and remembering that most of the time, people are feeling just like you. Don’t dive directly into business – networking is a great time to get to know your peers personally.

“I like to learn something about someone – start easy about where they grew up and then usually you can find a quick connection to talk about (college, pasttimes, favorite karaoke songs),” Davenport says. “When in doubt, my number one question to ask people, or to even utilize as an icebreaker, because it is so efficient is: What was your first concert? I love seeing the look of nostalgia in people’s eyes when they are taken back to that memory.”

Social Media Networking

Bruce Kramer, founder and CEO of Buttercup Venues, suggests meeting planners remember that networking is more than just handing out business cards and attending social events.

“It’s important to have an underlying purpose or goal in mind before you begin networking,” he says. “Think about what you want to gain from the event and how you will make the most of it. And remember that social media is a powerful networking tool. Connect with people beforehand and follow up after the event. Share interesting content, ask questions and engage with colleagues in your industry.”

Morlando believes networking is a skill, an activity and a mindset, which most people overlook. If you have the wrong mindset, networking will be a chore and unproductive.

“Regardless of which type of networking you engage in, approach both with a relational-networking mindset to provide value and to learn from someone and about someone,” Morlando says. “Adopting this relational networking mindset is the twist that will exponentially increase your traditional networking results.”

And while networking has evolved in recent years due to the pandemic, experts agree it’s a tool more vital than ever, especially as young aspiring leaders enter the events industry.

“As many of our icons retire, the networking-career elevation cycle begins again,” Davenport says. “We, as event industry leaders, have a responsibility to mentor and sponsor-up the next group of those fresh eyes entering the events industry. For those entering the industry – you need us, and quite frankly we need you. We need your ideas, your perspectives, your heart. Don’t be afraid to reach out.” C&IT