It’s Good To See You Again! Live Events Are Gaining Momentum
Over the past three years we have all done A LOT OF adjusting. 
In March 2020 I had just joined Tradeglaze, a Lincoln based manufacturer of bespoke uPVC and Aluminium glass and glazing products. And then the pandemic hit. All meetings instantly moved online. Since then so much of our interaction happened online - regular meetings, networking events as well as glamorous award ceremonies online. In our personal lives we celebrated birthdays and anniversaries online. We tuned in for ‘online visits’ to see our loved ones in hospitals and sadly some of us even had to say good bye to loved ones... online.
In March 2020 I had just joined Tradeglaze, a Lincoln based manufacturer of bespoke uPVC and Aluminium glass and glazing products. And then the pandemic hit. All meetings instantly moved online. Since then so much of our interaction happened online - regular meetings, networking events as well as glamorous award ceremonies online. In our personal lives we celebrated birthdays and anniversaries online. We tuned in for ‘online visits’ to see our loved ones in hospitals and sadly some of us even had to say good bye to loved ones... online.Having just moved back to Lincolnshire from the USA, events were supposed to be where I would meet new contacts and build new relationships. So things didn’t quite go to plan. But, after a few rollercoaster months, a particular event propelled our brand to becoming a well-recognised name in the region. Tradeglaze was shortlisted and eventually selected the winner of the 'Product Supplier of the Year' category at the 2022 Greater Lincolnshire Construction and Property Awards, hosted by the Lincolnshire Chamber of Commerce.
That event was, of course, a live event. The confidence we gained as a team on the back of it opened the doors to many others and helped us make many invaluable connections across our region, in the construction and property industries but also with our local media outlets.
There is undeniable energy that comes from reconnecting with people, shaking hands and sharing personal news. And it’s the little things in personal offline conversations that glue people together. Finding out that you’re both from a military family. That your kids are the same age. Maybe you have both lived abroad. Have a giggle about each others accents. You might share passion for ecology. You can have a good whine about the state of the UK economy and share your worries about your factory’s next energy bill. You can’t do these things online, the experience is too polished and these quite personal moments which ultimately make people want to do business with each other, are removed.
Five reasons why we value in-person events above virtual
In the construction and property industry, deals are done with a shake of a hand. We can’t see that changing any time soon. Virtual events certainly have their time and place but here are the top five reasons why we value in-person events above virtual.
1 Re-energising current relationships
There is nothing quite as good as meeting in person and catching up on news about what you have all been up to and what you’re currently working on. We’ve just attended a black-tie award ceremony where one of our customers won an award for ‘Greater Lincolnshire’s Residential Project of the Year’ to which we supplied our products. We got to celebrate together. What a wonderful way to cement our relationship! We’re currently supplying glazing to the customer’s 330 prestigious new homes so our relationship is of course very important. Would an online event have the same effect? Unlikely.
2 Sparking conversations with new contacts
In person events of course offer a perfect opportunity to meet new (business) friends. 
In May last year our team attended local business awards event where my colleague won a ‘Lincolnshire’s Rising Star of the Year’ award. The awards were hosted by our local media outlet The Lincolnite and we got to meet the Owner and Editor there. A few months on we are collaborating on campaigns and events and we have just hosted the team for a factory tour. We are now a known business to them and we’ve enjoyed several published articles on the back of our relationship.
In May last year our team attended local business awards event where my colleague won a ‘Lincolnshire’s Rising Star of the Year’ award. The awards were hosted by our local media outlet The Lincolnite and we got to meet the Owner and Editor there. A few months on we are collaborating on campaigns and events and we have just hosted the team for a factory tour. We are now a known business to them and we’ve enjoyed several published articles on the back of our relationship.
3 Helping younger colleagues flex their speaking skills
Last year I signed up Tradeglaze as a member of the Lincolnshire Chamber of Commerce. The Chamber has a strong construction and property network which hosts monthly meetings. I bring my younger colleagues along with me each month so they can practice their public speaking skills. The meetings involves a 30 second elevator pitch in front of some 60 senior industry contacts. Intimidating, yes, but what a great way to build up confidence! We got many leads on the back of our meetings - for example, we are currently specifying aluminium windows for several buildings of a local college.
4 Brushing upon own networking skills
I must say that I really genuinely enjoy in person events. Some 12 months ago we were still logging in for online networking events and I remember how hard I found these. I don’t love speaking on video calls. But I feel that attending in person events regularly over the past year has give me the confidence to strike a conversation with just about anyone in the room. Being organised ahead of an event helps me get the best value out of it:
✅ If possible, I research the attendees list, identify people I absolutely want to speak to and then seek them out on the day.✅ There is an art to a conversation. It’s like a tennis game. You get to keep the ball for a bit and then bounce it back to the other side. Same goes with a conversation. Share a little about yourself then ask questions to the others. If you are talking in a circle and someone dominates the conversation (yes, there’s always one - if you don’t think so, watch out, it could be you!), step in and ask someone who hasn’t spoken yet what they think about the topic.
✅ Always try to introduce people who don’t know each other. It’s not a nice feeling not being introduced.
✅ I always say thank you to the presenter afterwards. They worked hard and want to hear that they did ok!
✅ I always say thank you to the organisers and compliment on how smoothly the event went. I used to help organise an annual event for 150,000 attendees. You are completely wiped afterwards. All you want to hear is ‘thank you and well done’, no matter how well the event went.
5 Last but not least… Having fun!
Face to face events are undeniably fun. Speakers crack jokes, there are freebies and sometimes even a chance to win a prize draw. 
You get to dress up and with a bit of luck someone might even give you an award. You get to meet new people and explore new, often unexpected ways how your businesses might be able to work together. We usually go as a team which gives us valuable time away from the office to reset and learn more about each other. And of course, there’s often free food. You won’t get that on a Zoom call!
You get to dress up and with a bit of luck someone might even give you an award. You get to meet new people and explore new, often unexpected ways how your businesses might be able to work together. We usually go as a team which gives us valuable time away from the office to reset and learn more about each other. And of course, there’s often free food. You won’t get that on a Zoom call!All in all, face to face events are an important part of the Tradeglaze calendar. We are thankful for advances in technology that helped us keep in touch during the pandemic. But 2023 is all about live events for us.
Whilst not an exhaustive list, this article hopefully gives you some ideas on the benefits of live events as part of your organisation's marketing strategy. Join our LinkedIn group and let us know if you have found this piece helpful, or indeed if you have any other points or benefits to add!
If you’re keen to learn more or to update your knowledge on marketing and events, the Chartered Institute of Marketing provide a range of training courses!
About the Author
Katerina Pickup FCIM is a Chartered Marketer with 15 years of experience in strategic marketing in B2B as well as B2C, in home improvement, construction, transportation, financial, military and event sectors. She has worked as a in-house marketing specialist for several organisations including the Royal Air Force in the UK and H&R Block and Utility Manufacturing in the USA. She is a Communications Ambassador on the CIM Midlands Regional Board and a former Vice President of Communications at the Omaha Chapter of the American Marketing Association.