3 Ways to Build Event Connections – InstantFollowerz

Welcome to Creator Columnswhere we bring experts HubSpot Creator voices to blogs that inspire and help you grow better.

Technology offers new ways to communicate, but real human interaction remains the cornerstone of building trust and nurturing genuine relationships.

Here’s where event organizers they play a key role – not only in coordinating logistics or securing speakers, but also in creating an environment that fosters meaningful connections among attendees.

From industry conferences to corporate retreats, the true measure of an event’s success is often found in the connections made and relationships built.

By intentionally designing spaces and experiences that foster authentic interaction, event organizers hold the key to transforming a standard event into a catalyst for personal and professional growth.

Now more than ever, enabling these connections isn’t just a bonus—it’s a necessity for participants looking for value beyond the agenda.

While technological advancements often take center stage, nothing beats connecting with people IDPs. We are literally wired for community and deep human connection remains the cornerstone of building trust and an activated community.

In a time when people feel more alone than ever before, event marketers are tasked with creating and nurturing an environment that nurtures authentic connections.

Intentionality is key in designing experiences and spaces, and event organizers can reimagine what it means to build an event that delivers deep value and resonates with attendees in a meaningful way.

Maya Angelo said it best, “People remember how they felt” and when people leave events having made meaningful connections — it’s an incredible feeling. Here are three ways marketers can nurture connections at their events to create connections and form lasting relationships.

Relationship Cultivation Strategies for Your Next Event

1. Create both structured and passive networking opportunities

Do you remember the first day of school? Your teacher probably set up some kind of ice breaker activity in which each student had to participate. Maybe it was two truths and a lie or a classic ‘fun fact’ revealer.

We all rolled our eyes, but secretly, we loved it. Why? These structured activities established common ground, leveled the playing field and took advantage of cold familiarity. Since we all had to participate, there was a veil of security surrounding 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 categorize people into small groups, and hot questions that guests are likely to have an opinion on.

In addition to setting the tone with structured networking opportunities, it’s also great to create space for more passive ways of connecting people.

Too much structure can feel stiff and stale, so spice things up with activities that attendees can interact with at their leisure. These activities catalyze sweet encounters and people love a reason to find common ground.

At CultureCon, we like to sprinkle opportunities for passive encounters across 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 On” monument—a large-scale passive activation where guests can share what projects they’re currently enjoying, and others can add how they can support the effort in their own way.

From film projects to employment — tons of connections have been made on the “What are you working on” wall!

2. Set Play priority

I’m not sure exactly when this happens, but as we venture into adulthood – the game fades into the background. Even if there is an age limit, we rely on our careers and responsibilities and put the game idea on the shelf.

However, prioritizing play as an adult is incredibly important. Play is not just childhood play, it offers incredible benefits that can increase creativity, productivity and imagination. Play invites guests to tap into their inner child by encouraging spontaneity and rejecting the notion of taking themselves too seriously.

We can suspend the reality of adulthood and rely instead on joy and newness.

Remember when we talked about the importance of making people “feel?”

Playtime activates the release of endorphins, reduces stress and generally improves your mood. For attendees who constantly prioritize work and life stress, inviting them to be playful at your event can nurture their inner child, spark curiosity, and lay a strong foundation for connection.

You can bring play to your event in countless ways. One of my favorite techniques is to ask 9-year-old Imani what she would like to do at this event. Sometimes she replies, “A bingo card would be fun” or “How about a coloring station?”

The game itself is social. Whether you’re creating friendship bracelets or coloring, playful interactions deepen relationships and help strengthen social bonds. Play fosters a sense of belonging and happiness. It is absolutely necessary to organize an event where you want visitors to leave feeling seen and appreciated.

Trust me when I say that your guests will be so surprised to see the juxtaposition of an adult event that prioritizes the needs of their inner child. The result? An event full of joy and connection.

3. Book your programming with free time

While it can be tempting to prioritize social time at the top of the event while guests settle in, event marketers should also leave enough time after programming for guests to connect.

There’s nothing worse than finally settling in at an event – ready to say your first hello and having it abruptly end, just as you were getting comfortable.

People are usually more willing to connect after an event so while you’re planning the flow of the show, sprinkle coffee and networking breaks at the top, middle and end of the event to allow guests to connect throughout the day.

This will allow guests to dip their toes in the water throughout the event and enjoy all those passive activities you’ve created.

If you’re planning a tighter event like a dinner, as opposed to an all-day conference, consider planning a breathing space at the top of the event with a cocktail hour and post-dinner time for photos, small group discussions, and networking.

I’m so excited for you to use these strategies as you strive to add focus to your event and encourage your attendees to leave more connected than when they came!