We spent $12K on a conference booth and got 3 lukewarm leads. Then we spent $2K on a comedy show and closed $80K in business. Here's what I learned about side events after 4 years of conference failures and wins... Control the environment to control the conversation Conference floors are chaotic. Side events let you create the perfect setting for meaningful connections. ↳ Invite your target prospects specifically ↳ Choose venues that encourage real conversation ↳ Limit numbers to ensure quality interactions ↳ Create natural conversation starters beyond business Make it about entertainment, not education People get "networked out" at conferences. Give them something genuinely fun and memorable. ↳ Comedy shows break down barriers instantly ↳ Cultural experiences create shared memories ↳ Interactive activities spark authentic conversations ↳ Entertainment creates positive brand association Time it strategically within the conference schedule The best side events happen when people need a break from conference overwhelm. ↳ Night before the conference builds anticipation ↳ Mid-conference provides welcome relief ↳ Post-conference extends relationship building ↳ Avoid competing with major keynotes or parties Follow up while the experience is fresh The event magic fades fast - strike while connections are warm. ↳ Reference specific moments from your side event ↳ Continue conversations that started naturally ↳ Offer value related to insights shared during the event ↳ Keep the relationship momentum going beyond the conference The comedy show worked because it removed all pressure and let people be human first, prospects second. When business conversations happened naturally afterward, trust was already established. Planning your next conference strategy? I've tested everything from cultural experiences to comedy shows across 20+ events. Each industry and region has different sweet spots. DM me your event goals - I'll share the specific examples that'll work for your situation.