Jul 31, 2024
When your association hosts a conference or event, it’s a great opportunity for professionals in your industry to come together and forge connections through networking. While networking is a huge component of successful events for associations, it can be intimidating to strike up a conversation with someone in this context. Plus, between speaker sessions, panel discussions, keynote addresses, and exhibitor booths, it can be difficult for members to prioritize networking.
That’s why it’s important to develop a cohesive strategy for promoting networking at your association’s events. That way, you can ensure everyone is aware of the networking opportunities available to them. Additionally, you can use your strategy to facilitate interactions, break the ice, and help attendees get the most out of your event.
In this guide, we’ll provide tips for how you can effectively promote and facilitate networking opportunities at your association’s next event. As a result, you’ll provide greater value for attendees, build a sense of community, and drive a higher return on your investment (ROI) by engaging and retaining attendees.
1. Create detailed attendee badges
Chances are, you already provide attendee badges to help members identify each other during your events. However, if these badges only include attendee names, you’re missing out on a crucial opportunity to kick off the networking process.
Jumpstart new connections by including the following elements on your attendee badges:
Company or organization name so attendees know where their fellow attendees work
Job title or role to get a sense of other attendees’ professional backgrounds
QR code that links to the attendee’s profile on your event app
Areas of expertise so attendees can bond over shared interests
Networking prompts to spark conversations
Contact information so attendees can communicate after the event
Social media handles so attendees can further connect and engage with each other
Additionally, make sure these badges are accessible for all members by using easy-to-read fonts, large font sizes, and highly contrasting colors.
2. Offer appointment booking
During the rush of a conference, it can be difficult for your members to set aside time to meet with each other. When you offer appointment booking, you enable attendees to take charge of the networking process by setting up meetings.
Using your association event app, attendees can create their own profiles with their names, contact information, and employment information. Then, they can browse other attendees’ profiles and use the appointment booking feature to find an appropriate meeting time.
Appointment booking streamlines the networking process and offers the following benefits for attendees:
Eliminates the stress of approaching people in person: For attendees who find it nerve-wracking to start a conversation with a member they’ve never met before or someone well-known in their field, appointment booking gives them an opportunity to kick off the discussion online before diving into an in-person meeting.
Allows attendees to build a rapport through the app: When attendees go to book appointments with each other, they can chat through your event app and get the conversation going. Then, when they meet, they can build upon their previous exchange.
Gives people who don’t have time to network a way to respectfully decline: Some members will have packed event schedules that don’t allow them time for networking. By using appointment booking, attendees won’t catch each other off guard at the event and can respectfully decline each other’s appointment booking requests. Additionally, members who don’t have time to network during the event can use the app to exchange contact information and set up a meeting for a later date.
To ensure attendees take advantage of appointment booking, encourage them to download your event app and provide instructions for how to use this feature. You may even host a demo at the beginning of your event so attendees are confident they can book appointments as your event progresses.
3. Provide networking zones
Dedicating a physical space for networking can remind attendees to prioritize forming connections with other members. Additionally, it can offer respite from the buzz of the conference so attendees can take a moment to relax and be fully present in their networking conversations.
Assess your venue ahead of time to find appropriate networking spaces. These may include areas like:
Lounges
Outdoor spaces
Coffee stations
Private meeting rooms
If you’re hosting a hybrid event, don’t forget about your virtual attendees. Use your event platform to create a virtual networking lounge where attendees can video chat or participate in group discussions. You may also start an online forum or discussion board where attendees can connect, share educational resources, and exchange ideas.
4. Host a networking challenge
Incentivize attendees to actively engage with each other by hosting a networking game or challenge. This strategy is called event gamification and refers to the incorporation of game-like elements in your event.
Through gamification, you can inspire friendly competition, engage attendees, and push your event goals (like promoting networking) forward. Examples of networking challenges you may host include:
Networking bingo: Create bingo cards with different networking-related tasks for attendees to complete. For instance, you may have members form five new connections or discuss their favorite recent industry-related article. The first person to fill out five squares in a row gets a prize!
Speed networking: Encourage attendees to form as many new connections as possible in a short period of time with speed networking. Set a timer and have attendees rotate every time the timer goes off so they can meet more people. You can turn this into a challenge using a leaderboard to track which members have made the most connections.
Networking scavenger hunt: Make a list of goals attendees can check off in the style of a scavenger hunt. For example, you may encourage members to find a first-time attendee, someone who’s been a member of your association for over five years, or someone who works for a company they admire. At the end, attendees can win prizes based on how many goals they complete.
Consider working with your event sponsors to facilitate these challenges. Your sponsors may provide prizes such as branded merchandise or discounts in exchange for promoting their business.
5. Feature networking success stories.
Social proof can help you demonstrate the outcomes of real networking conversations and give attendees who are hesitant the push they need to put themselves out there. The best way to feature networking success stories is by collecting and distributing member-generated content.
Member-generated content can be anything from articles to case studies to testimonials to visuals. The defining characteristic of this content is that members create it themselves, so it reflects their unique perspectives and experiences.
By showcasing member-generated content related to members’ past networking experiences, you can show the real-life benefits of engaging in networking conversations and inspire attendees to form new connections. You may share this content by:
Posting it on social media
Uploading it to your event app
Hosting networking-related panel discussions
Creating a virtual or physical networking wall
No matter how you choose to display member-generated content, make sure to ask members for their permission first and explain how exactly you plan to use their content. Afterward, consider sending them a small thank-you gift for submitting their content or giving them a shoutout in your newsletter.
With a strong strategy for promoting networking, you can host successful events that highlight one of your strongest membership benefits and spark even more networking success stories. To improve your approach, survey attendees after your event and store their feedback in your association management software for future reference.