Event Theme Selection

Fact: Most attendees don’t enjoy your “networking” events. Fact: Networking is one of the top reasons for attending an in-person event. Can we acknowledge that most attendees are not extreme extroverts? So why are we still hosting networking events where we effectively “dump” 100s of people into a room together for a few hours, hoping for the best and callingl it “networking”? As someone who attends events mainly with the goal of meeting up with my existing network and growing it, proactive networking with people I don’t know (especially solo) is something I dread. If you recognise that many people attending want to network but don’t feel comfortable in environments where they have to proactively approach strangers, it is possible to deliver a far better experience. So, let's take a look at activity-based, interactive networking. These activities will need capacity caps… but from my perspective as an attendee, at least, a more intimate environment makes for better networking. I’ve heard of some incredible networking initiatives recently, including: ➡️ Puppy Networking What a great idea for networking. An activity that will get people smiling and bonding, is great for socialising puppies, too, and also allows ample opportunity to chat. ➡️ Barista Workshops Teaching all those coffee lovers how to make barista-style coffee and getting to know each other whilst enjoying their own creations afterwards is a fab idea for activity networking. ➡️ Braindates Interest-based discussions that involve having deeper conversations with other attendees and learning at the same time. A truly great way to bring people with shared interests together and create meaningful connections. A couple of other suggestions: - Give your standard networking drinks an upgrade by adding an interactive activity such as a mixologist class, a murder mystery theme like “Imposter”, or some other team-based activity. And remember, there’s literally no excuse not to include as many non-alcoholic options as you have alcoholic so that everyone feels comfortable. - Find and give roles to “super connectors” at your networking events. I recently had the pleasure of meeting Phil Mershon - he’s an advocate for better networking and integrating these talented people at your events (and the author of a great new book called Unforgettable - the Art and Science of Creating Memorable Experiences). I know that upgrading your networking events will take a lot of effort, but if it means that a bigger proportion of your attendees leave your event not only satisfied but having created some lifelong connections - it’s worth it, right? Do you have any creative ideas for networking, or have you had a positive networking experience at an event? I’d love to hear them! 👇 #networking #events #eventmarketing #eventprofs I

❌ A common mistake in live sports and entertainment: thinking the answer is more content. ✅ The real opportunity? Interactive content. Gamification is proving that deeper engagement doesn’t come from flooding fans with videos or posts - it’s about creating experiences they can participate in. I’ve seen first hand how interactive features like predictors, fantasy games, and real-time fan polls can transform passive audiences into active participants. Why this matters: - During live sports events, people using non-betting gamified applications checked the leaderboard up to 10 times throughout the event (Dizplai case study data) - Interactive content creates data rich opportunities for sponsors and rights holders to better understand and serve their audiences. - It’s not just about views anymore - it’s about actions and relationships. The shift is clear: fans don’t just want to watch; they want to play, predict, and shape the event as it happens. If your content strategy isn’t interactive, you’re leaving engagement (and revenue) on the table. We’ve recently published a report on the opportunity, including some fantastic case studies across the world of sports and brand entertainment. Link in the comments for the full report: P.S. If you’re curious about how we’re turning live audiences into communities through gamified experiences, DM me. Let’s talk.

One of the most underused strategies in business development is bringing people together around a theme. Think about it. Everyone is busy. Everyone gets invited to another reception or cocktail party. Most people say no because they know the value will be surface level. But when you create something intentional, something smaller and more thoughtful, people notice. They make time. A dinner for women GCs in private equity. A roundtable of next generation dealmakers. A conversation between founders and investors who have successfully scaled. These kinds of gatherings give people the chance to connect with peers who understand their challenges. They create space for conversations that don’t happen in a big room. And here’s the part many professionals miss — when you’re the one convening, you’re not just building your own network. You’re helping others expand theirs. You become known as someone who creates opportunities. That’s memorable. It makes people want to stay close to you and your organization because being connected to you means access to something bigger. But it doesn’t end with the event. The real business development happens in what you do afterward. ✔️ If two people hit it off, follow up and connect them directly. ✔️ Share a quick recap of themes from the evening to keep the conversation alive. ✔️ Create touchpoints — an article, a coffee, an invite to the next dinner. ✔️ Build continuity with a series so people look forward to the next one. ✔️ Share high level highlights on LinkedIn to reinforce your role as the connector. Bringing people together in the right way isn’t just about networking. It’s about creating community. And the professionals who do this well strengthen relationships, build influence and grow their business in ways that feel natural. Let me know when you think of this tip and if you will try it! #BusinessDevelopment #ClientDevelopment #Networking #LegalMarketing

Big Budgets, Small Impact: Are Your Year-End Parties Missing the Mark? Let’s talk about the elephant in the corporate ballroom: You throw a lavish corporate celebration or year-end party. The food is Michelin-worthy. The decor? Pinterest perfect. The budget? Let’s just say it could’ve funded a team offsite to Bali. And yet, the day after the event, what do you see? ☑️ Employees clocking in, business as usual. ☑️ No afterglow of connection or motivation. ☑️ HR feeling like all that effort didn’t quite land. Here’s the hard truth: It’s not about how much you spend—it’s about how much you connect. The most common complaint I hear from HR teams is this: “Even with great planning, employees don’t fully engage. They show up, smile, and leave without the party making any real difference.” Why? Because engagement isn’t about the size of your budget. It’s about the size of the impact you create. 💡 Here’s the shift: Move from “throwing a party” to creating an experience. Your employees don’t want another DJ or buffet. They want to feel seen, connected, and part of something meaningful. Imagine this instead: ✨ Interactive workshops that let employees create, laugh, and collaborate. ✨ Team-building activities that aren’t just fun but meaningful—sparking real conversation and connection. ✨ Takeaways that stick—whether it’s a jar of memories, a newfound hobby, or a moment they’ll tell their family about over dinner. At CraftCulture, we’ve worked with HR teams who were exhausted by the “party treadmill.” After shifting their focus to curated, creative, and personalized employee experiences, they saw real magic happen. The result? Employees who didn’t just stay for the party but stayed for the mission. This year, let’s rewrite the script. Don’t just host a party—host an experience your team will remember long after the last song ends. Because here’s the thing: If your party doesn’t leave a lasting impact, what’s it really worth?

What Are Radical Ways to Connect Startups, Founders, and Investors While Showcasing Local Talent? Networking could be more than the typical hotel conference room or formal meet-and-greet over coffee. Take a bolder approach to creating unforgettable connections while supporting local entrepreneurs in 2025– ☕️ Diners and Cafés? Hold networking breakfasts at a diner or coffee shop that opened recently. Let the founder share their story of perseverance and vision while attendees connect over coffee. 🌟 Startup Spotlight Nights Feature a handful of local startups in a pitch or demo session. Pair this with food and drink from local vendors for a true celebration of community talent. 🎨 Artisan Showcases Partner with local artists, musicians, crafters, or designers to highlight creativity and business synergy, proving innovation isn’t limited to tech. 🚶♀️ Startup Safari Create a “trail” where attendees visit multiple local businesses, hear founder stories, and connect with other participants along the way. ☕ Breakfast with Founders Create intimate morning meetups for founders and investors to share advice over coffee. 🍪 Workshops at Local Spots Host events where attendees can learn the story of a local business and participate in a fun activity (like baking or crafting). ➡️ Let’s reimagine networking. Which of these ideas resonates with you to build relationships? #CollaborateForChange #FounderResources

See One. Do One. Teach One. I was watching Grey’s Anatomy (don't judge) when a line jumped out at me: “See one. Do one. Teach one.” It was Dr. Webber's mantra for medical training: observe a skill, try it yourself, then pass it on. It's also the perfect blueprint for event engagement. Most events get stuck at “see one.” Attendees listen to keynotes, sit through panels, watch demos. They see a lot, but if that’s where it ends, the knowledge fades almost instantly. The next level is “do one.” Give attendees space to try what they’ve learned, through hands-on workshops, scenario labs, role plays, or even a 10-minute exercise in the room. This helps the ideas move from theory into muscle memory. But then there's “teach one.” Create moments for attendees to share their perspective. Whether it’s a micro-discussion at their table, a peer-to-peer breakout, or a post-session “lightning share” where they explain what they learned to someone else. When people teach, they anchor the learning in their own words, and engagement skyrockets. What if designing events around this mantra could transform attendees into contributors? They stop being passive listeners and start being co-creators of the experience. Maybe that's what engagement is meant to be, after all. 

How to Create Events People Actually Want to Attend Beauty events are shifting , creators and communities no longer want transactional, PR-only gatherings. They want experiences. At Tint Labs, we reimagined what a beauty event could be: immersive, interactive, and community-first. What worked for us: 1. Go Beyond PR — Traditional events feel exclusive and forgettable. Community-driven ones build inclusivity and loyalty. 2. Make it Interactive — We let guests make their own glosses, leaving with shades uniquely theirs. 3. Use Tech to Solve Problems — Our AI undertone analyzer helped attendees finally understand why certain shades did/didn’t suit them. 4. Personalize the Experience — Activities were fun, educational, and tailored to each person - beyond just PR kits. 5. Build for Community — Customers as much as influencers; they become true advocates when they feel seen. ✨ Takeaway: The future of beauty events isn’t about going big always - it’s about creating hands-on, inclusive, and personal experiences that people remember and want to be a part of 🩵 I’d love to know If you’ve recently seen an event that’s experiencial and truly unmissable!

Stop having boring activations at your event. Here are 11 activations that actually bring value to your guests. People are exhausted with the same old, same old: 👉 The cheesy photo booth with oversized props (how many more photos of you dresed sup like a cowbow do you need with your colleagues?) 👉 The sponsor swag table nobody visits (don't even get me started on swag) 👉 The random massage chair in the corner (I mean, i would briefly use this but it just looks weird) Those are outdated and they provide little to no lasting value. It's tired. Spice up your event with activations that enhance the experience, create lasting value for guests, and give your brand meaningful exposure. (1) Headshot Studio 📸 Professional lighting, backdrops, and a photographer with quick turnaround edits. Guests walk away with a headshot they’ll actually use (and think of your event every time they see it). (2) Podcast Recording Room 🎙️ Guests create content with peers and speakers. Podcasters get fresh episodes and new listeners. Your brand is mentioned every time those conversations go live. (3) Content Creation Lounge 📲 Guests shoot reels, photos, and collabs in a tastefully designed branded space. Your event (or sponsor) branding spreads with every tag and share. (4) LinkedIn Banner Creator 🎨 Guests sit down with a designer to refresh their LinkedIn headers using clean templates. Include your branding in some designs, increase exposure with every updated profile. (5) Personal Brand Reel Station 🎥 Guests get coveted time with a pro videographer to capture polished 30-second pitch reels and post them to socials with your event logo subtly built in. (6) Profile Optimization Cubby 📝 Branding experts offer quick tune-ups on LinkedIn or websites. Guests leave sharper, and your brand gets tied to their new professional edge. (7) Pitch Deck Bar 📊 Guests get prime time with a designer or investor for feedback. Your brand becomes the gateway to their next potential raise. (8) Gratitude Wall 🖊️ Guests write what they’re grateful for on a curated wall as they enter. Practicing gratitude shifts their energy and they’ll pass by it again on their way out, leaving with a meaningful memory. (9) Power Poker ♠️ Guests play short rounds of poker while learning deal-making strategies that sharpen instincts, while your brand owns the most buzz-worthy session. (10) Hot Seat Coaching 💡 Short 1:1s with experts already in the room. Guests get valuable coaching. Coaches gain exposure to future clients. Your brand becomes the platform that made it happen. (11) Small-Group Coaching Circles 🤝 Guests dive deep in peer groups of 6–8 on growth topics like scaling, AMA sessions with actionable advice. Coaches help more people at once. Your brand is remembered as the one that sparked connection. ✅ Guests take away value they can actually use ✅ Brands receive exposure that actually sticks Everyone wins. Which one of these would you want to participate in?

Most law-firm events aren’t designed to strengthen client relationships. But building those relationships is the whole point, isn’t it? And if that’s the point for you, then you should design your gatherings around conversations, not top-down content. Typical events follow the same played-out logic: — Pack the agenda with timely content — Deliver that content through mostly passive lectures — Hope attendees find it so valuable that they simply must follow up — Wait for new engagements to come pouring in But BD doesn’t really work this way. And even if it does, you’re taking the long way around. Your attendees are busy practitioners who gave up a few hours, maybe even a full day of work, to be in that room. They didn't make that choice just to be dazzled by your knowledge or because they want homework. They showed up because they have real problems they believe you can help them solve, right then and there. So instead of planning an event that could maybe lead to a conversation later, create an experience that IS that conversation. That might be a facilitated client roundtable, a working session where participants build a tool they can use right away, or a structured peer exchange. Whatever form it takes, a great event doesn't just hint at a future relationship. It starts that relationship in a natural, audience-focused way. When you design your event as a dialogue, you won't be stressing about awkward follow-up, because the exchange was valuable and thought-provoking for all, and it gives you a substantive reason to keep the conversation going. So instead of following the info-first playbook and hoping that lectures eventually trigger something, facilitate that conversation inside the event itself. You'll be on a much shorter path to the relationship you're trying to build. And if this sounds good in theory, but the “facilitation” concept feels like a stretch, it really doesn’t have to be. Anyone can learn to lead a roundtable or interactive breakout that leaves a great impression. If you're curious what that looks like in practice, send me a note.

If people just sit and listen at your event, it could have been done online. And I suppose that’s the last thing you want your participants to feel when they leave. They chose to dedicate their work or after-work hours to you, put in extra time with their walk or commute, and maybe even sacrificed a romantic date or family dinner to be in the room with your organisation. How do you make people show up in person? And how do you make your event stand out when they have five others to choose from? 🥇 Be the first in something → In hosting a European Commission representative when a new proposal or initiative is announced. In hosting a Member-State Ambassador for the upcoming Council presidency priorities. In welcoming a certain speaker on your topic in Brussels. In analysing the current energy crisis from an angle that nobody else in town has done yet. Just think what it is that nobody else but your organisation can bring to the table first. 🎤 Choose a new format → Go for a debate instead of a panel discussion. Choose a punchy, journalist-like fireside chat over a keynote. Implement a world café or a poster session instead of breakout rooms. Hold AI-matched or colour-coded networking. Brussels folks have seen every bland, copy-paste format there is; give them something new. 💬 Make it personal → Your participant wants to feel seen and cared for, not just a number 78 on your registration list. Are they attending one of your events for the first time? Let them know how happy you are that they found you, what they can expect from this event and ask whether they have any questions coming in. Has your regular signed up? Share how appreciative you are of their ongoing support, whether anything makes this event different from the previous ones, and also open the floor to questions. Answer any enquiries within 24 hours. 📢 Have a raving communication plan → Curiosity and humour tend to work well, but if your communication channels haven’t reflected that until now, don’t go there with force. Do countdowns, tease themes and speakers. Hint at something people will learn only if they come to this particular event. Create templates for your speakers so that you amplify the event’s communication buzz. If the event is big enough, you can also do that with your participants. Build up urgency if your event is close to being sold out/capacity-filled. 🤝 Get. Participants. Involved → The last point, because we are going chronologically, but the most important one. Attending an event in person is all about making the most of it, unlike half-listening to an online webinar. Have warm-up questions ready on Mentimeter or Slido, because introverts want to feel heard, too; ask a question that requires a raise of hands; drop a Q&A in the middle of your discussion; let people choose a side in a debate. Allow enough time to network before, during or after the event.  _ _ _ 💡 What event elements make you attend it in person? Let me know in the comments!