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Effective Conference Networking Strategy: Turning Event Investments into Opportunities

  • Writer: PrimeAlpha Thought Leadership
    PrimeAlpha Thought Leadership
  • Oct 31, 2018
  • 2 min read

Updated: 3 days ago

As we approach the time of year when most funds are setting their budgets for the next fiscal year, it's crucial to consider the effectiveness of traditional marketing strategies, particularly conferences and smaller events.


How to get the most out of Conferences

While these gatherings offer significant opportunities for networking and relationship building, they also come with high costs and substantial time commitments. To optimize your investment in these events, it's important to refine your approach based on both successes and missteps observed in the industry.



Strategies to Maximize ROI at Events:

  • Pre-Event Planning: Before attending a conference, research the attendees and try to schedule meetings in advance. This pre-planning ensures you are meeting with relevant contacts.

  • Active Networking: Engage with as many participants as possible during the event. Immediate, personalized follow-up can set the stage for a fruitful relationship.

  • Leveraging Social Media: Utilize social media platforms to connect with attendees during and after the event. This can enhance visibility and maintain connections made at the event.


Common Pitfalls:

  • Mismatched Audience: A common mistake is investing in events that do not align with the fund’s size or focus. For instance, smaller funds attending events dominated by large institutional investors might not find the right opportunities.

  • Passive Participation: Simply registering for a conference without active participation and follow-up will likely not yield the desired outcomes.



Criteria for Event Evaluation:

  • Attendee Dynamics: Assess whether the same individuals attend every year and the overall quality of these attendees. Are key decision-makers present?

  • Networking Opportunities: Consider the structure and frequency of networking opportunities. Events should facilitate easy and meaningful interactions.

  • Meeting Potential: Estimate the number of potential meetings and evaluate whether the cost per meeting is justified by the potential returns.

  • Direct Impact: Analyze the direct connections you can make at the event and their relevance to your fund’s goals.



Metrics for Measuring Event Success:

  • Total Cost Analysis: Include all expenses related to the event, such as registration, travel, and the time spent by team members.

  • Cost per Contact: Calculate the cost for each new contact made, typically gauged by the number of business cards collected.

  • Cost per Meeting: Evaluate the cost for each meeting scheduled and their conversion rates to actual opportunities or investments.

  • Investor Acquisition Cost: Determine the cost associated with acquiring each new investor, factoring in both direct and indirect expenses.



Decision-Making for Future Events:

  • Relevance and Audience Fit: Only commit to events that align with your fund’s target audience and strategic goals.

  • Performance Review: Post-event, review the effectiveness based on the metrics above and decide if similar events should be targeted in the future.



Incorporating these insights into your marketing budget considerations for the coming year can significantly enhance the effectiveness of attending conferences and events.


By carefully selecting the right events and employing strategic approaches to networking and follow-up, your fund can achieve a better return on investment, making each event not just an expense but a valuable investment into your fund’s growth.


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