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The Real Secret to Facilitating Networking at Conference Welcome Receptions 

Why Do We Have A Welcome Reception?

Welcome receptions are all about connection.  Eighty percent of attendees expect to network during their conferences to find someone who will help advance their career, buy what they sell, or sell them something they need. 

People have to feel comfortable at the conference to do this important networking work.   The welcome reception should help people feel comfortable and welcome at the event.

Typical networking event strategies don't work well.  Peope don’t connect on their own. If we bring them into a room with free drinks and a buffet, they form into little groups or focus on their phones.  We need to do something that draws them into the event so they can engage.

We try that with networking games, but in my experience, it just feels forced.  I’m only listening to your pitch so you’ll listen to mine.  Nobody’s going to buy anything, so it’s unproductive and just not fun.

Think about how we form a natural connection.  You might open a conversation with someone and build some rapport. Find out about a common experience you have, and that’s going to help align your status, so you can start building trust.  Eventually, that turns into a free and open business conversation about what you need and how you can help other people.

The best way to start those conversations is through entertainment.  

How does entertainment help to facilitate networking?

The first step in networking is to open the conversation.  The entertainer is there to break the ice.  Literally walking up to attendees, greeting people, and making them feel welcome.  Kind of the first new friend they’ve met at the event.  And finally, inviting people to engage in the event.

And that’s how we’re going to build that common ground.  In fact, entertainment is that common ground that’s going to connect everyone at the event.  It’s a unique, real time experience that only happens for the group of people standing around that table at that particular moment.  It’s memorable - hopefully meaningful - experience, and everyone has a story about what they saw and what they participated in. 

That’s really important.  When you think about everyone is blown away by the entertainment.  They’re laughing, their surprised by the magic, and they’re enjoying this experience together.  They’re sharing in the experience equally, too.  That means that when they talk about it, their industry or organizational status is irrelevant within the context of the entertainment.

That’s important because it eliminates a lot of the common barriers to networking at events.  Sales people trying to connect with customers, but customers don’t want to talk to the sales shark.  Executives want to connect with their employees, but employees are worried about how they’ll look in front of their boss.  And at conferences in particular, attendees who want to connect with industry leaders, but how do they approach these people who are so important?

Well, after they’ve experienced the entertainment together, their status is equalized, so it’s easier to make that connection and start a conversation.  People will remember and recognize the people who experienced the entertainment with them, and they can walk up to them and start a conversation.  “Bob, remember when Mary lifted up that cup and an orange appeared under it?” And Bob says, “Yeah, it appeared from nowhere, I have no idea.  I was just six inches away, and it’s like ‘where’s this coming from?’”  

And now they’re on to having a genuine conversation about something that was a shared experience for both of them.  That lets them build some trust, and the foundation is laid for a deeper connection.  If something else comes up that might also start a business conversation, they’ve already talked a little bit, and they feel comfortable getting to know each other.

Think about how this would make your attendees feel. 

They feel connected to each other because they’ve had these common experiences.  They know the other people at the event a little better, and they feel like they belong at the event.  And, when they feel like they belong at the event, they’re much more open to sharing those valuable personal experiences during sessions and meetings at the conference.  They’ve also made these new connections and friendships with people they want to see again, so they’re looking forward attending your event again next year.

What kind of entertainment should you use for this?

Any kind of strolling or table-to-table entertainment, where the performer moves around the room will work well.  

There are two critical elements: it has to be engaging entertainment, where people are actively watching and involved in what’s happening.  Also, it has to have a lot of audience participation, so people are creating a story about what happened to them, what they saw, and what they did during the entertainment.  

That’s why I think magic and mind-reading are particularly good entertainment for welcome reception events.  Magic is the only form of entertainment where people say, “Something impossible just happened, and I was part of it…”  Everyone has their own story about what happened that they can share with other people.

And when we experience the impossible, we almost feel compelled to talk about it. We have to share it with the people that we meet.

That means that you know your guests will be talking about your welcome reception for days and weeks following your event.

And that means that you have provided them with the foundation for building rapport and starting these authentic relationships that they can turn into business relationships.

I’d love to explore this idea with you if you’d like.  Let’s do a complimentary 30 minute call.  I’d love to learn about the conference you’re planning, the venue, and the themes.  I’d really like to learn about the people you’re inviting to this event, and what they like and what you’ve done in the past.  Together we’ll come up with some ideas that will help your attendees comfortably do their networking.  And, if you’d like, I’ll show you a unique sponsorship program, so you can get someone else to pay for the whole thing.

This has been the real secret to creating welcome receptions that help your attendees build real rapport and authentic connections.  I’m Mike Duseberg, click the button below to schedule your call, and I’ll talk to you soon.