Native Iowans and transplants alike know that the end of summer is not complete without a trip to the Iowa State Fair. Whether you go for the animals, the food, the rides, the concerts or to win some blue ribbons, it’s pretty much guaranteed that you’ll encounter something or someone new each time. Such a diverse and well-attended event might be the perfect opportunity for you to work in some casual networking if you’ve been looking for ways to expand your business. Of course, this all depends on the type of business you have, and the kind of marketing or networking you want to do, said Kris Howard, owner of KSH Design Studio.

“The Varied Industry Building provides a great showcase opportunity for many types of businesses. Not so much mine, but many. With that said, there are many vendors that I can introduce my business to and talk about logoed apparel and give them my card. Kind of a reverse networking opportunity,” she said.

Networking at any large public event like the Iowa State Fair can be highly effective. Here are some tips to make it work for you:

1. Identify your goals and plan ahead

First, determine what you want to achieve. This could be meeting new business contacts, finding potential clients or learning about new industry trends. Then check the event details closely to see when any key people or organizations you want to connect with will be there, and where to find them.

For example, if you’re a retail business interested in sourcing local items for your shop, you might plan to connect with vendors at the Varied Industries Building, the Culture Center or the Shopper’s Mart.

2. Engage naturally

At an event like the Iowa State Fair, there are many casual settings to start conversations. Be cautious though: this may not be the time to break out your elevator pitch, since most people will likely be there to have fun and relax. If you can identify a need that your business can fill for fair vendors, let them know as you browse their stock or as you’re paying for your meal. Just don’t hold up the line.

Howard recommends keeping it simple. “Introduce yourself and your business in conversation. Follow up after the event and meet for coffee.”

You can chat with people while waiting in line, at exhibits or during performances. Comment on the event, share your experiences or ask questions about their interests. This helps in transitioning to more meaningful conversations.

3. Listen actively

Show genuine interest in people’s stories and experiences. Ask vendors open-ended questions to help determine their needs. Or converse with other shoppers or exhibit viewers to gauge their interest in your service.

“Building relationships are the most important. Get to know their businesses and find out what you can do for them,” said Howard.

There’s a small caveat to this approach: be respectful of the other vendors if you are planning on pitching any of your services. These businesses paid to have their booth, stall or other advertising opportunities at the fair. Be mindful that you aren’t stealing the show or potential clients by hawking your own wares in the checkout line.

4. Exchange contact information

Bring a handful of business cards to share with anyone interested. Offer them towards the end of a meaningful conversation as a way to stay in touch, or to continue your discussion in a more formal setting after the fair. You can also suggest connecting on LinkedIn or other relevant social platforms. This helps in maintaining the relationship beyond the chance encounter at the event.

5. Follow up after the event

If you have their contact information, make sure to follow up after a day or two with a thank-you email or message before the meeting slips their mind. Mention something specific from your conversation to make it more personal. This is when you can schedule another time to meet, either to further get to know the person or to dive into the business details if they are open to working with you.

“Meet face to face whenever possible,” Howard advised. “I have never believed in ‘cold calls,’ they are not my style.”

As with all networking and marketing, some leads may not turn out. At a casual event like the State Fair, you may find some people just aren’t interested in talking business. In this case, keep it friendly. You may not make a sale or secure a new client, but you might make a friend!