Networking as Experiential Marketing: Creating Memorable Connections

Chris Pace
Sep 20
7 min read

Updated: Oct 21

Networking is more than just asking for favors. It’s about creating memorable moments. Think of it as running an experiential campaign aimed at staying relevant in someone’s mind. This can mean showing up in the right context, being genuinely interested, or doing something clever that leaves an impression. Throughout my career, I have learned that small gestures, timing, and follow-up matter more than the sheer volume of interactions.

LinkedIn: First Lessons

I joined LinkedIn 15 years ago and quickly recognized its value. In my first week, I reached out to a former client, Paul Builter. He once told someone, "Go over there and stand next to Chris Pace and watch how an event is run." That simple LinkedIn message and catch-up call turned into a $10,000 experiential program. This early experience taught me that consistent, thoughtful engagement online can create opportunities just like in-person networking. It also reinforced why I have remained a LinkedIn Premium member for 15 years.

The Power of a Simple Gesture

A 12-Year Play

Twelve years ago, during an Advertising Week NY panel session in front of 1,000 people, three Media CEOs and CMOs were on stage, including Nick Brien. Ironically, it was Tony Pace, a CMO on the panel, who said that when he needed something done quickly, he sometimes bypassed large agencies and went to someone he knew could deliver. I had positioned myself with the mic staff for questions even before the main session ended. He was referring to someone like me, ready to be the first to speak, and began, "Are you..." when Nick cut me off with: "No, I'm not afraid of you, but yes, we should work together." I caught him as he exited the building. Without missing a beat, he said: "If you are selling cupcakes, I'm not buying" and handed me his card as he walked out.

Fast Forward Eight Years

Eight years later, I realized Nick would be speaking on an intimate Advertising Week panel. I sprang into action, walked 15 blocks to Billy's Bakery, and brought cupcakes back with a note on the box that read "I still don't make cupcakes, but I know the best place to get them." I placed them on the stage table before his session began. Nick even mentioned the pastry box during his live and streaming session. Afterwards, he recognized me immediately, laughed, and introduced me to Bill Koenigsberg, CEO of Horizon Media, who thought the cupcakes were for him.

That one moment created a networking cascade. I connected with Michael Neuman, who led Scout, the sports marketing division of Horizon. I initially made contact by telling him the cupcake story about Bill. The next year at Advertising Week, Bill mentioned to me that big things were happening on the sports side. Two weeks later, Chris Weil, formerly CEO of Momentum, and David Levy, who ran TNT Sports, were brought in as co-founders of Horizon Sports and Experiences. I chatted with Chris multiple times, starting our conversations by sharing how the cupcake story got me to Michael. A year later, I met David at Advertising Week, and he was brought into the cupcake story as well. Through Chris, I met Cat Cardillo, who has risen through the ranks at Horizon and is the force behind their experiential marketing. I even mentioned the story this week to someone with new ties to Nick, and it still has legs.

King of Networking

Eric Skae, the CEO of Carbone, once told me I am the king of networking. That remark stuck because it reflects my approach: be present, pay attention, and create moments people remember.

Creating Memorable Experiences

Another example of creating memorable experiences happened during an equestrian event that was previously held on land Goldenvoice later purchased for the Coachella Music Festival. As part of a sponsorship, we had several Lamborghinis on-site. I turned the sponsorship into an experiential opportunity by taking our clients out in the cars on the local streets. The area around the equestrian fields had poor road conditions and traffic constraints that didn't allow us to experience what these cars could really do.

On a spur-of-the-moment idea, I arranged for a neighboring airport runway to be temporarily closed. This allowed a group of us, including Karl Cook, an Olympic equestrian rider, and his father, Scott Cook, the founder of Intuit, to experience the Lamborghinis' true performance on a long, smooth stretch without traffic. It was a big ask considering they only had two runways. I also drove one of the Lamborghinis that day, and I can say the runway ends really fast, and you could see airplanes landing. I texted Karl recently to congratulate him on a prestigious Grand Prix win overseas. It surprised me how quickly he responded, and we chatted about his love of F1. He told me that he and his dad still talk about the Lambo on the airport runway.

Finding Natural Partnerships

Experiential marketing and networking intersect frequently. At Fanatics Fest, I noticed someone at the F1 booth observing a photo I took of a race car from the front while everyone else focused on the side photos. Scott Schneider called my photo the "money shot." That led to a conversation about events and the rise in popularity of F1. A few weeks later, I helped broker a meeting in Las Vegas with my equestrian producer friend Ali Nilforushan, who is working with Mark Wahlberg on a new global equestrian league series. I realized that Formula 1 and equestrian were a natural partnership opportunity because of their similar high-net-worth clientele. F1 has become the new playground for experiential activations. Opportunities emerge when you notice the right details and act on them.

Unique Opportunities: The FIFA World Cup

My networking has also led to unique professional opportunities. I shared a story about working for the 1994 FIFA World Cup and sitting next to Mark Messier during the finals projected on a large screen at a Sports Show in Chicago. NY had the games through the semifinals, but the finals were in LA. 1994 was a memorable year for NY and Messier as he led the Rangers to their first Stanley Cup in 54 years. While watching the game, a painful loss for an Italian American, he turned to me, a former soccer player, and said: "Soccer players, I can't believe how great athletes they are."

That story later led a recruiter to interview me in 2022 to run the FIFA World Cup NY/NJ site, an important position that included the site of the finals. In 2023, Mark was a panelist at an Advertising Week session. We spoke afterward, and I had the chance to remind him of that moment. He smiled and thanked me for the memory. These moments build trust and connections that endure over decades.

Ryder Cup Connections

Another example of staying engaged and creating connections happened this winter with the Ryder Cup. I reached out to Don Rea, President of the PGA of America, and told him I was excited about the event coming to Long Island, NY. He put me in touch with Bryan Karns, the person running the Ryder Cup locally. I had coffee with Bryan over the winter and even texted him this week to wish him luck. He acknowledged my message, and we will stay in touch. His story is remarkable; his role grew into leading the Ryder Cup, and he and his wife move to each Ryder Cup city. It is a simple example of how reaching out with genuine interest and maintaining contact creates meaningful connections over time.

Expo West: Strategic Networking at Scale

I have also seen these networking principles work at Natural Products Expo West, a massive annual event in Anaheim with 8,000 booths and a strong beverage and food presence. This show has been a source of many of my connections to founders and C-Suite executives in CPG, and I remain in contact with many of them. I am blessed with tremendous energy and always have a plan for tackling such a large show. No going out for me. If anything, I go for an early morning run and stay hydrated throughout the event. Over the years, I have two stories that remind me of the power of authentic networking.

Years ago, I met Mari Lee during her first week with Kind. She gave me her card—well, not her card since she didn't have any yet. It was someone else's that she crossed off and added her information. She had a great five-year run at Kind, rising to VP of Field Marketing. Before her last Expo West at Kind, she posted that she was leaving. Kind had a board at their booth where you could write messages. I went to her booth to say hi and goodbye, and I pinned the card she had given me years before on the wall. She was so moved she had tears in her eyes. Mari is now the CMO of Lemon Perfect, and while she isn't a big LinkedIn person, we remain in touch.

My second instance brings together Expo West and Fast Company Grill, an off-site networking event at SXSW that has become one of my favorites. The intimate setting provides actual access to panelists, something that has become more difficult at events, including Advertising Week, as scheduling makes some sessions run into each other. It was at Fast Company Grill that I showed Ethan Brown, CEO of Beyond Meat, a photo I took of a brain session they were having at Expo West with well-known industry leaders. I had captioned the photo, "When you know you aren't the smartest person in the room," referring to myself. He immediately took my phone and texted the photo to himself. Now that is one way to get connected.

Running Into Opportunity

Sometimes networking happens in the most unexpected places. This year, during my last morning at SXSW, I went for a run around the lake and got confused by a detour sign on the path. Megan Imbres came up running behind me, and we ended up running together for a mile or two. She was training for the Boston Marathon and moved at a pace I couldn't maintain, but during our conversation, I learned she worked for Apple and reported to the CMO. I reached out to congratulate her right after her Boston Marathon race. Amazingly, she responded within an hour of completing the marathon. She has since left Apple and is now the CMO of Peloton, and we remain in touch. The encounter reinforced that being genuinely friendly and interested in people creates connections that endure through career changes and personal achievements.

Building Lasting Relationships

The lesson through all these experiences is clear: networking is not transactional. Congratulating someone on a promotion, remembering their personal endeavors, showing up at the right moment, or creating a clever gesture can be more effective than sending a hundred emails. The best connections are those where you are seen, remembered, and trusted over time.

Networking, like experiential marketing, is about creating moments people will remember. When done consistently and thoughtfully, it produces relationships that last years and open doors that would otherwise remain closed. The stories above show that what seems like a small action can have a long-term impact if you combine strategy, timing, and genuine engagement.