
The primary reasons people attend events are to have fun, to network, and to do business. Attendees view networking as most valuable when they can exchange ideas with peers, meet new people, and speak with industry experts who may otherwise be out of reach.
The Freeman Trends Report reveals that 81% of event attendees prefer networking through speaking with experts, followed by meeting new contacts (68%) and peer-to-peer exchanges (64%). The report highlights a gap between what event organizers offer and what attendees value most in networking.
Key Insights:
- Building Relationships is Essential: Networking isn’t just about exchanging contacts—it’s about fostering meaningful relationships that aid professional growth. The “Next Generation Event Goer” prioritizes bonding over shared challenges, rather than quick, surface-level interactions. Organizers are urged to focus more on in-depth, valuable networking opportunities.
- Networking Doesn’t Have to Be Expensive: Effective networking events don’t always require a large budget. Thoughtful design—like creating intimate or personalized experiences—can enhance networking. For example, a sunrise gathering at MPI’s WEC helped create lasting connections among attendees.
- Intentional Networking Design is Crucial: Simply putting people together at a reception is insufficient. Events need intentional design to encourage meaningful connections. For instance, adding conversation starter cues to nametags or offering interactive coffee cups at events can spark conversations and make networking easier.
- Networking Should Be a Priority: Networking should not be an afterthought. It’s often the main reason attendees return to events, yet it is frequently underserved. Events could benefit from having dedicated personnel or roles focused on networking, just as they do for education and sponsorships.
In summary, event organizers should prioritize thoughtful, intentional networking designs that foster deeper connections rather than relying on generic receptions or large-scale, impersonal activities.
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