Recently I went to a networking event.
The speakers were interesting. They really embodied the lesson that you should do what you love. Focus on the things you have a passion for and the rest will follow.
The venue was using the event to showcase their facilities to an audience of potential customers. To make sure we all left remembering a lovely final touch they gave us each a thoughtful goody bag.
The problem was everything else had been pretty poor in quality. The signage was absent, the service was extraordinarily amateur (even though some of the staff were warm and friendly) and the food was truly awful.
Nice touches are always worth it in marketing, PR and communications; sending a copy of the final newsletter to everyone who’s contributed, the note of thanks to partners who’ve helped with a story, flowers to lift the room where you’re hosting an event, supporting your partners’ social media activities … the goody bag.
But they are pointless if the main event misses the mark.
The venue should have got the basics right first. But they didn’t. So instead of having successfully pitched their offer to a room of at least 100 potential customers they made sure those people will never use the place.