"Events are magical things creating bonds between people."

On occasion, I assess sales and marketing teams. Part of the assessment is looking at prospects/buyers and thinking about where those people congregate. If there is a watering hole they gather around, is the company I'm assessing there too? A shortcut to selling is getting in front of groups of buyers instead of one-by-one. When there is no obvious gathering spot, I check to see if the team has their own ways to get buyers together. Like for breakfast.
A few years ago I did a series of breakfast events for executives. We tackled suggested topics including key executive compensation, building better leaders, and developing Millennial/Gen Z talent. I stopped running them because they led to projects, then Covid, then post-Covid, and now I'm back to planning fall and winter get togethers.
Reviewing my notes a few things jump out. One is not to order a hot breakfast. No one seemed to want it. A few people grabbed fruit or breakfast bars, but the hot breakfast sandwiches and pastries went untouched. Coffee, on the other hand, needs to be doubled or tripled. Whatever the hotel recommends, get more.
I held these in Omaha. Other cities were harder for me to get going. I know more people here, but the note I have to myself is "venue less important than location." I hosted these in some of the new, up-and-coming hotels popping up downtown. There was some resistance to traveling, even in my little city! I suppose other cities have similar travel issues to be overcome.
The last note is that participants want to know who is going to be there. A few high-powered types even called to ask/demand who was going to be attending. Managing the list of attendees to keep it from being a prospecting event for others was a challenge.
The topic, the list, the venue. It has always been thus.
Get a great topic people want to talk about. Bring along people they want to meet. Do it in an easy or fantastic place. It works.
(If I were really brave, in the middle of winter I'd invite my dream prospects to the beach for a few days, rubbing shoulders with a famous author.)
Narrator: He's not really brave.
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