Content is created in partnership with Stova and SkiftX, Skift’s branded content studio.
While business contacts will always only require a Wi-Fi connection, for
Face-to-face communication is driving a rapid resurgence in face-to-face meetings. In this case, technology works best when it brings humanity to the forefront rather than acting as a replacement.
When time at a trade show is at a premium, it’s no longer enough to rely on chance encounters for face-to-face connections. The most productive networking opportunities combine the efficiency of structure with the magic of serendipity.
Ideally, events should strike a balance between self-guided and guided gathering opportunities, and the right event technology can facilitate both. Skift Meetings partnered with event management software platform Stova to produce the report, which highlights the key role technology plays in cultivating connections.
1. Collect data to guide network priorities
It’s no secret that attendee data can provide a goldmine of marketing insights, but few event organizers tap into its full potential as the foundation for more effective networking. By understanding the basics of attendees beforehand, event professionals can help create more opportunities for intentional communication. Information collection should begin during the registration process. The right set of questions not only pairs the right people together, it also helps planners create the right environment for these meetings.
For expert guidance on designing your questions to get the most valuable answers, seek advice from the customer support team provided by your event technology provider. They can draw on past customer experiences and in-depth knowledge of the platform’s capabilities. For example, branching questions and conditional logic can help personalize the questionnaire experience—asking for more useful details without overwhelming anyone with boring questions.
2. Use artificial intelligence for matching, recommendation and arrangement
While most conversations focus on generative technologies that create text and images based on prompts, artificial intelligence is equally effective for analyzing data. The predictive power of artificial intelligence can help take the guesswork out of planning for both event organizers and attendees looking to connect more effectively. While artificial intelligence is already a powerful tool, it will only become more accurate and useful over time. With Stova’s software, AI-powered web recommendations can personalize the attendee experience, whether it’s individual meetings, keynote sessions and receptions, or streamlined agendas to schedule the entire event.
3. Provide barrier-free network and convenient connection
Business cards are a great tool, but in the digital age, they’re not enough. Event organizers should provide attendees with a convenient way to exchange contact details digitally through smart badges and extended app access as an alternative to traditional social media. These online channels are important for exhibitor-attendee dynamics and for attendees who want to stay connected with other buyers and representatives as they return to work, when a final deal is more likely to be struck.
4. Create autonomous and customizable attendee journeys
Not all social events must be arranged or facilitated by the event organizer. Similar to self-guided tours of museums and other attractions, attendees can choose their own social adventure. Event technology provides a convenient way to search for meetings and create custom agendas within the app. It even lets attendees preview who else is registered for a specific meeting. Consider providing an interactive map to allow attendees to navigate the exhibit hall more efficiently. Time saved searching for booths and meeting rooms will translate into more time networking.
5. Re-evaluate the big picture
It used to be common practice to treat a single event as a separate, self-contained gathering. With the digital tools now available, it’s possible to create a greater sense of continuity between meetings. Rather than immediately focusing on the next campaign, consider building a multi-campaign ecosystem where the data you collect can drive smarter decisions, fostering an ongoing community. In addition to in-person networking events, attendees and exhibitors can network regularly online, building relationships that help solidify partnerships and close business deals.
In this guide you’ll also find:
- Collect data to facilitate a more purposeful network
- Leverage artificial intelligence for personalized online recommendations and curated attendee lists
- Maximize convenience and engagement through digital connectivity
- Provide tools that enable attendees to customize their online experience.
Content is created in partnership with Stova and SkiftX, Skift’s branded content studio.
