Dinner Party

Mary Kay Ziniewicz is the Director of Business Development for Parsinen Kaplan Rosberg & Gotlieb P.A., a 30-lawyer firm based in Minneapolis, www.parlaw.com. One of the 2005 marketing initiatives that her firm undertook was to throw an "Interesting People" dinner that connected interesting clients and friends.

Here's what they did:

• She asked each of the firm's attorneys to carefully select interesting clients and friends who, in some profession or personal way, would connect with each other.
• The prospective guests were 'served' sealed-wax invitations in surprising places. For example, the invitees may have been found at dinner, in their back yard, out to lunch, etc.
• The guests where approached by a stranger who inquired, "Are you John Doe?" When responding yes, they were served the invitation that read...
• "You have been identified as a very interesting person by Shane Swanson at the Parsinen Kaplan Rosberg & Gotlieb. You and a guest are invited to attend a special evening planned for our "interesting" friends. One detail...neither Shane, nor anyone from PKR&G will be in attendance."
• Upon arrival at the appointed place for dinner, a mysterious host, dressed in black, greeted and handed them an envelope that contained a guest list and purpose of the party. This read...
• "You are about to enter a 'connecting' experience.' Your first connection will be Lynn Gordon, entrepreneur, and founder of French Meadow Bakery. Lynn revolutionized the food industry with her functional breads and health food business model. You were named as an Interesting Person because you offer something special to those who meet you. 'Connecting" is a powerful experience. Every connection made impacts life...personally and professionally. You are a very interesting person! Tonight you will meet some of our interesting friends. Have fun. You are about to have 'experience' that will impact your life!"

The dinner was a success. Guests connected, shared personal and professional experiences, made new friends, and most importantly, felt special. The firm gained two new clients as a direct result.

Guest feedback included comments like:

• "I am so honored..."
• "Never an awkward moment..."
• "Spectacular..."
• "What fabulous people..."
• "I want to go to all of them..."

PKR&G plans on having a number of Interesting People dinners in 2006.