Almost every business conference I’ve ever attended kicks off their event with a welcome reception or ‘meet and greet’, and the one I attended last month was no different. Two thousand people from all over the country had arranged their schedules and flights in order to get settled in their hotel, change out of their travel clothes, make themselves presentable and make their way to the venue for this important networking opportunity.
When I arrived, I saw drink stations and food stations scattered throughout the large hall, and people milling about with nowhere to go. As I got closer, I realized that it was happening again. It was one of those events where you’re handed a drink in a plastic cup and a cocktail napkin. You progress to the food table, where you take a plastic plate, a napkin, and a fork, because the finger food isn’t finger food at all, it requires a utensil to eat it. So you have your conference tote bag, your purse, your drink, your food plate, your napkins and utensils, and….not a single solitary flat surface to set anything down! There are six or eight standing height café tables that the first arrivals have snagged, leaving several hundred people out of luck – no way to shake hands, read name badges, make introductions, or interact comfortably. All I can think of as I make my way out of the hall thirty minutes later is how much money was spent on hundreds of avocado boats filled with shrimp salad without furthering a single goal of the conference.
Not every organization gets this wrong; the trick is to provide the attendees either 1) someplace to sit, 2) something to look at or 3) something to talk about. Have it in the exhibitor hall, where you can at least wander through and preview the vendors you’ll want to chat with later. Or, schedule the event at a museum or aquarium, with food and drink stations scattered throughout (and plenty of trash cans!), making a natural progression through the exhibits. And if you decide to provide background music, make sure it’s not so loud that you can’t hold a conversation – an acoustic group or single musician is usually more than sufficient to provide a pleasant atmosphere.
Establish goals for your conference, and then create events that will accomplish those goals!
