Another Business Event? How to Decide Which Ones Are Worth Your Time
Another event invitation landed in your inbox? Read this before you book a ticket.
The Quick Read: Friendly Reminder for those in a hurry
You can't attend every business event, and nor should you! Before booking your next one, get clear on what you want to achieve, who's likely to be there and whether it's worth the investment of your time and money. Remember, relationships take time to build, and the real opportunities often come from the preparation and follow-up, not just turning up on the day.
Conferences, expos, networking breakfasts, industry dinners, workshops, awards evenings... there's certainly no shortage of business events to fill your diary!
Some are brilliant for meeting potential clients, others are better for building partnerships, learning something new or getting your business noticed.
But with so many to choose from, how do you decide which ones are actually worth attending?
Because as much as I love a good business event, you can't go to everything. And nor should you.
First, what are you hoping to get out of it?
Before you book another ticket, decide what you want to achieve.
Are you looking to:
• Meet potential clients or explore a new market?
• Build relationships with potential partners or referrers?
• Raise your profile as a speaker or exhibitor?
• Learn from industry experts or develop your own skills?
• Connect with particular people, businesses or speakers?
• Strengthen relationships with people already in your network?
There's no right or wrong answer, but having a clear objective makes it much easier to decide whether an event is a good use of your time.
Who's actually going to be in the room?
This is probably one of the biggest considerations.
If you're hoping to meet potential clients, are the right decision-makers likely to be there? If you're looking for partnerships, will there be businesses you could collaborate with?
And don't just look at the delegate list. Check out:
• Speakers: Is there someone you'd love to learn from, meet or build a relationship with?
• Exhibitors: Which businesses have booked stands, and could they be useful connections?
• Attendees: What industries, job roles, business sizes or demographics does the event attract?
• Organisers and sponsors: Are there opportunities to get involved beyond simply attending?
A room full of people doesn't necessarily mean a room full of opportunities for your business.
And while we're on the subject, don't book an event purely because your business pals are going. There's nothing wrong with a good catch-up, but that's not quite the same as having a business development objective!
What will it really cost you?
I'm not just talking about the ticket price.
A free event two hours away could end up costing you considerably more than a paid event on your doorstep.
Think about:
• Time: How much of your working week are you prepared to dedicate to events?
• Travel: How far are you willing to go, and will you need an overnight stay?
• Money: Tickets, transport, accommodation, meals and, if you're exhibiting, stand costs and materials.
• Follow-up: Have you allowed time afterwards to reconnect with people and progress conversations?
Geography matters too. You might want to build a stronger local network, establish connections in a particular region or travel further afield to reach a new market.
The right location depends on what you're trying to achieve.
And if you're considering exhibiting or speaking rather than attending as a delegate, weigh up the additional preparation and commitment against the potential return.
Don't overlook the value of showing up regularly
Not every event needs to generate an immediate opportunity.
Some of the most valuable business relationships develop through regular contact, particularly within membership organisations, industry groups and networking communities.
People get to know you, understand what you do and gradually build trust.
It's worth factoring this into your decisions, rather than expecting to turn up once, hand out a few business cards and walk away with your next big contract.
Sometimes the value is in becoming a familiar face in the right circles.
The event itself is only part of the job
This is something I'm particularly passionate about.
If you're investing time and money in attending an event, make sure you've got a plan for what happens before and afterwards.
Before the event:
• Research the speakers, exhibitors and businesses attending.
• Identify people you'd particularly like to meet.
• Reach out in advance where appropriate and arrange a coffee or conversation.
• Decide how you'll capture contacts and remember what you've discussed.
After the event:
• Bring your contacts and notes together while conversations are fresh.
• Prioritise the people and opportunities worth progressing.
• Send personalised follow-ups and arrange any promised introductions or meetings.
• Keep in touch with relevant connections, even if there's no immediate opportunity.
• Review whether the event delivered against your original objective.
It's amazing how many potentially valuable conversations never go anywhere because nobody follows them up.
Make the decision easier next time
Rather than starting from scratch every time another event invitation lands in your inbox, I'd recommend creating a simple yes/no checklist.
Something you can run through in a couple of minutes to help decide whether an event is worth your time, money and attention.
It doesn't need to be complicated, but having a few consistent criteria can help you make better decisions and avoid filling your diary with events that don't really support your business goals.
Get yourself in the right rooms
If events don't currently feature in your business development strategy, I'd strongly recommend reconsidering.
In a world where AI-generated content, automated messages and digital interactions are becoming part of everyday business, genuine human connection and relationships are more valuable than ever.
Meeting someone face-to-face, having a proper conversation and building trust can open doors that no amount of automated outreach can replicate.
You just need to be a little more intentional about which doors you're knocking on.
At M&M Business Support, I help businesses make more of their event opportunities, from deciding where to focus their efforts and planning ahead to managing contacts, follow-ups and the conversations that follow.
Got an event coming up that you'd like to make more of? Let's have a chat.