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Technology offers new ways to communicate, but real human interaction remains the cornerstone for building trust and cultivating real relationships.
This is where event organizers play a crucial role – not just in coordinating logistics or securing speakers, but also in creating environments that encourage meaningful connections between attendees.
From industry conferences to corporate retreats, the true measure of an event’s success often lies in the contacts made and relationships built.
By consciously designing spaces and experiences that encourage authentic interaction, event organizers have the key to transforming a standard event into a catalyst for personal and professional growth.
Now more than ever, facilitating these connections is not just a bonus but a necessity for participants seeking added value beyond the agenda.
Although technological advances often take center stage, nothing beats connecting with people in real life. We are community-focused in every sense of the word and deep human connection remains the cornerstone for building trust and an activated community.
At a time when people feel lonelier than ever, event marketers are tasked with creating and nurturing an environment that fosters authentic connections.
Intentionality is key to designing experiences and spaces, and event organizers can reimagine what it means to design an event that delivers deep value and resonates with attendees in a meaningful way.
Maya Angelo said it best: “People remember how you made them feel“And when people leave events having made meaningful connections, it’s an incredible feeling. Here are three ways marketers can socialize at their events to make connections and build lasting relationships.
Relationship building strategies for your next event
1. Create both structured and passive networking opportunities
Do you remember the first day of school? Your teacher probably had some sort of icebreaker activity set up that every student had to participate in. Maybe it was two truths and a lie, or the classic “fun fact” revelation.
We all rolled our eyes, but secretly we loved it. Why? These structured activities created common ground, leveled the playing field, and made it easier to introduce yourself unprepared. Since we all had to participate, a veil of security surrounded us.
Structured networking opportunities, or “icebreakers,” alleviate the awkwardness and social discomfort that comes from being in unfamiliar places and meeting new people for the first time.
Examples of structured networking include themed bingo cards, fun prompts that divide people into small groups, and engaging questions that guests are likely to have an opinion on.
In addition to being able to set the tone with structured networking opportunities, it’s also great to create space for more passive ways to reach out.
Too much structure can feel rigid and stale, so spice things up with activities that participants can interact with on their own time. These activities catalyze getting to know each other and people love a reason to find common ground.
At CultureCon, we love to sprinkle passive learning opportunities throughout campus—from the “Leave Your Fears” wall, where attendees can leave any limiting beliefs on the wall and take an affirmation with them, to our “What Are you working?” Memorial – a large-scale passive activation where guests can share what projects they are currently enjoying and others can add how they can support the effort in their own way.
From film projects to job placements – countless contacts were made via the “What are you working on?” pin board!
2. Prioritize gaming
I don’t know exactly when it happens, but as we move into adulthood, play takes a back seat. As if there was an age limit, we immersed ourselves in our careers and responsibilities and put the idea of gaming aside.
However, as an adult, it is incredibly important to prioritize gaming. Play is not just childhood playtime, it also offers amazing benefits that can increase creativity, productivity and imagination. Play invites guests to tap into their inner child by encouraging spontaneity and resisting the idea of taking themselves too seriously.
We can ignore the realities of adulthood and instead indulge in joy and newness.
Remember when we talked about the importance of making people “feel”?
Playtime activates the release of endorphins, reduces stress and overall improves your mood. For attendees whose work and everyday stresses are always on the forefront, inviting them to be playful at your event can nurture their inner child, spark curiosity, and create a strong foundation for connections.
You can liven up your event in a variety of ways. One of my favorite techniques is to ask 9-year-old Imani what she would like to do at the event. Sometimes she responds, “A bingo card would be fun” or “What if you had a coloring station?”
Gaming is inherently social. Whether making friendship bracelets or coloring them, playful interactions deepen relationships and help strengthen social bonds. Playing promotes feelings of belonging and happiness. It is absolutely necessary to facilitate an event where participants feel seen and valued.
Trust me when I say that your guests will be so surprised to see the juxtaposition of an adult event that focuses on the needs of their inner child. The result? An event full of joy and connection.
3. Book your programming with free time
Although it can be tempting to prioritize socializing time at the beginning of the event while guests are settling in, event marketers should also allow enough time after programming for guests to socialize.
There’s nothing worse than finally getting into an event – ready to say hello for the first time and having it end abruptly just when you’re comfortable.
Typically, after the event, people are more willing to socialize. So when planning the show’s schedule, consider scheduling coffee and networking breaks at the beginning, middle, and end of the event so guests can socialize throughout the day.
This allows guests to dip their toes in the water throughout the event and enjoy all the passive activities you create.
If you’re planning a more intimate event like a dinner instead of an all-day conference, consider allowing some breathing room at the start of the event, with a cocktail hour and time after dinner for photos, smaller group conversations, and socializing. Building.
I’m so excited that you’re using these strategies to bring mindfulness to your event and encourage your attendees to leave more connected than when they arrived!