Attending NFR this year? Let’s Talk Networking
Are you attending the National Finals Rodeo (NFR) in Las Vegas this year? Whether it’s your first year or you’re a seasoned attendee, big events like this are great spaces to intentionally plan and connect with key people for you and your business.
I believe strongly in the importance of connection and relationships to build and maintain a strong business (I know, not surprising given the developing focus of my own business). The horse industry is still very much a niche where referrals are huge, and what better place to start than at an event like NFR!
An important note, though, referral based business development takes time. It’s built on relationships and trust. It will pay dividends in the long run (and, I promise, if you stick to the plan and are authentic in your relationships it really doesn’t take that long) but you won’t necessarily see results immediately.
Here are some of the types of networking contacts you may find at NFR and how they could be of value. Take a look at this list to help you start thinking about the specifics of your own goals and which types of connections may be ideal for you. All categories may not apply, and there may be other folks in attendance that aren’t listed here. This is meant to get you started thinking intentionally about whom you want to connect with.
Contestants
Depending on the nature of your business, contestants can serve as
Influencers
Future clients
Someone to sponsor
If you are a new business looking to sponsor, pay particular attention to up-and-comers who are media savvy. They may be able to help you build your brand as they work to build their own following at a lower price point than established competitors.
Take a look through the list of contestants here.
Other Trainers
According to your social media feed, whom is posting about attending NFR this year? Are they someone you want to connect with? Make note. Other trainers can serve in several roles, including
Mentorship
Advising on growth & development
Mutual and complimentary support
If you admire someone as a trainer, tell them. Just make sure you can qualify why you admire them rather than keeping it generic; that’s what people remember. These are the types of trainers you want to consider for prospective mentorship and advising.
Mutual and complimentary support is a big one, particularly if the other trainer is in the same geographic region as you or serves in the same discipline but a different niche or region. For example, if you are a barrel racing trainer who focuses on foundations and starting versus finish work, a trainer who is great at that may be able to complement your business model such that you can refer clients back and forth. You’re doing the aspect of the sport you love while getting hot leads from others and vice versa, enabling you both to focus on your passions within your space. This is where figuring out your niche is really important! It’s key you compliment, rather than compete, with these connections.
Breakouts & Roundtables (Presenters & Attendees)
Breakouts are a great learning opportunity and I highly advise reviewing your list and making note of which ones you want to attend ahead of time. Not only will you gain valuable insights from experts and pros in your areas of interest, they will provide you with the space to potentially connect with both presenters and other attendees who share those interests. Presenters may be able to serve as future mentors or sponsors (Not sure of the difference? Mentors walk you through day-to-day concerns and future opportunities via sharing their knowledge. Sponsors tend to be more revered and better connected and can serve to open doors for you that may not be open otherwise, but they often won’t have the bandwidth to walk through details with you). Fellow attendees are the wild card, as you never know whom you’ll meet attending, but you can be sure you will connect over the shared topic interest. They really could serve as a relationship connection in any capacity.
Exhibitors
Cowboy Christmas, Cowboy Marketplace, Country Marketplace … the list goes on. We all know NFR is a great place to get some shopping done. Even if you aren’t into spending money on material things, take a look at the exhibitor list and stop by booths. It can still be incredibly beneficial for you and your business. You never know who may say “Yes” to a sponsorship or partnership opportunity down the road. If you are an up-and-coming trainer start by seeking out smaller brands whom will be more likely to afford to sponsor you. If you own an equine business outside of the instructor/trainer space, brand partnerships and collaboration may be the end goal. Get the list of exhibitors here and make sure you mark where they are on the map so you can be efficient with your time - spend more of it getting to know people and less of it trying to find them.
Publications
There will be a lot of media covering the event. While their focus isn’t on connecting with you (sorry) they are good to make note of. If they’re at NFR and you are, too, there’s a good chance you share a target audience. If you are a trainer, make note. There may be opportunities to reach out for media placement in the future, bolstering your creditability as a professional and getting you in front of a wider audience. A product business? These may be great future advertising opportunities as they are able to get out in front of the exact people you are wanting to target.
Clients (Former & Current)
Current and former clients are great resources. People leave training programs for a variety of reasons that don’t all have to do with us and our skills as a trainer. NFR is a great opportunity to connect with and say hello to former clients, keeping the relationships positive and staying top of mind for them. Current clients pose a unique opportunity to bring in a red hot lead as well. They often know others in attendance and can tout the benefits of being in your program today. Take advantage of socializing with them and their friends; you never know when the opportunity will be right to bring one or two of those friends in house in the future.
Friends
Following along the same lines as clients, NFR is a great place to connect with new and old friends, as they likely know you well enough to reach out when they need or want help in your specific niche. That being said, there’s a strong possibility they know multiple people in attendance that share a niche with you. It’s important to connect regularly to keep top of mind for them. They also have potential to introduce you to other complimentary trainers. Plus, who doesn’t love an opportunity to connect with someone they already enjoy spending time with?
Other Aspects to Consider:
While the NFR is certainly the largest event in Vegas for our niche, there are several other concurrent events running that could be beneficial to you and your business. Consider the
Junior World Finals (a great space to meet up-and-coming competitors to sponsor)
All In Barrel Race (also a great venue for identifying up-and-coming competitors to sponsor)
So, in prepping to attend NFR, take a little time to think about and build out the list of people and businesses you want to connect with. You may not have a chance to connect with all of them, but you will get a good head start and there will always be other events, connecting online, or next year. Remember, just focus on making and building the connections. The rest will come later. I’ll be releasing a follow-up plan after the event - let’s not worry about that right now.
The bigger picture: This prep concept for networking and relationship-based business has broad application beyond NFR - to any event, conference, or expo you attend in the equine space. As part of the prep work to attend your next big event, take a few minutes beforehand to proactively think about whom you want to meet and why. It will pay off in the long run - and Have Fun!
Hugs and Happy Riding!
Kristin
_____________________________________________
If you have questions, want help with your business operations, or want to learn more about the Equestripreneur Community, don’t hesitate to reach out.
Equestripreneur offers coaching and community for equine business owners like you!
Learn more about author Kristin Bowers.
Blog posts from Equestripreneur are not meant to replace individual professional advice, which will best inform personal circumstances.
Comments