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Networking is very important to the success of an event and cannot be left to luck. Working with the right technology and partners can create connections that demonstrate the value a meeting or event provides to attendees.
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Content is created in partnership with Stova and SkiftX, Skift’s branded content studio.
One of the most frequently cited benefits of face-to-face meetings is the opportunity to network while making connections. This is true in theory.
For all the talk about how to make the most of our time together, it can still be challenging to make social events engaging and unique enough to be a viable solution. as Freeman Trend Report shows that networking opportunities at conferences, trade shows and other events are often inconsistent with attendee and exhibitor preferences.
Too often, socializing relies on extroverts sparking conversations, while introverts fight the urge to be the wallflower. However, meeting planners can’t always rely on putting a large group of people in a room—no matter how similar they think—and expect them to socialize effectively.
This is where traditional conferences can and should adopt tools that drive the future of events. Technology has advanced to the point where event organizers have no reason not to delve into data and analytics to make informed decisions. Integrating the right platforms to maximize this information remains a pain point in creating engaging social opportunities.
While there’s certainly science to driving connections, it’s a fundamental that event organizers first need to connect with the right partners. Many times, event technology vendors can explain the basics of their services, but have a hard time understanding or articulating the deeper purpose behind their applications and how the software is used.
Stova has seen firsthand how important it is for planners to work with vendors who truly understand the event and can make strategic decisions to help achieve goals. When it comes to networking, the ultimate goal is to build or strengthen working relationships that encourage collaboration and spark innovation, leading to breakthroughs and greater revenue.
Here, we share seven important tools, tasks, and advice to help your network cope with this situation.
1. Top-notch customer service
The most basic needs can be the most elusive. Technology is an important tool for facilitating human interaction, but it is only a tool. Event planners need a team they can trust and push the right buttons to bring attendees together. Knowledge must extend beyond technology and into making meetings impactful.
For example, Stova is often cited for its prompt service, which is based on being available around the clock, every day. “You have to make sure that these people get that access right away and that they can get answers based on what they’re providing now,” said Madeleine Monaghan, director of global training at Stova.
Monaghan also noted the importance of being proactive rather than reactive. The right supplier can anticipate customer needs, sometimes even before the planning team knows them. Scheduling regular check-ins and regularly checking your platform’s responsiveness are two best practices for avoiding last-minute emergencies.
2. Artificial Intelligence Pairing
Don’t leave the internet to chance. Leverage this predictive technology to enable like-minded people to meet through pre-event virtual calls, scheduled in-person one-on-one appointments, and curated invitation lists for exclusive events and events. AI is already an effective tool, especially at buyer-hosted events, and it will only become an even stronger ally in bringing people together.
3. Data tracking
By now, event planners know this is a must, but it may take a little more time or effort to get it right. In this case, persistence will definitely pay off. Use analytics rather than intuition to measure the success of your social sessions. Regardless of the outcome, it’s important to adapt. Few people want to perform the same activity twice, and no one wants to relive an unpleasant experience. See what works in your event community and strategize ahead.
Ironically, the most effective approach is done at the beginning of the activity cycle, Monaghan said, noting the importance of asking the right questions at the beginning of a meeting or after the previous meeting. “It’s critical to set standards early, sometimes starting with proper analysis of data from previous incidents.”
4. Bringing icebreakers out of the ice age
It’s not recommended to wait until the opening day of the trade show to get attendees excited about each other. Start with the registration process by incentivizing your community to download the event app early and set up a points system to fill out profiles and participate in pre-event virtual meetups and activities.
Why not host a trivia or game night a few weeks before you meet? This way, you can prepare some built-in talking points. Although the pendulum has shifted strongly toward in-person, many events still have a virtual component. Attendees are accustomed to going online when appropriate.
Given the tendency for attendees to register as or before the registration window closes, which can be somewhat challenging, more things that can be done in advance will alleviate pressure points that planners don’t necessarily have control over.
5. The game starts
The term “gamification” has been somewhat overused since the height of the pandemic, but the principles behind it are as important as ever. Scavenger hunts and other live adventures spark conversation and activity. That’s when the Internet happened organically. At the same time, event planners are collecting all-important data for marketing, sales, and other future engagement purposes.
6. Improvement list
A common question about attendee lists is how difficult it is to sort them. Attendees may know they want to meet with suppliers and potential business partners, but not know who to contact. Make lists on the app interactive, hyperlinking to email addresses and active app profiles. The easier it is for people to interact, the better.
It’s important to remember that checklists are critical for pre-show communication. Attendees and exhibitors can pre-arrange a time and location to meet. Likewise, organizations that need to share news can network with media attending the show and arrange on-site interviews for podcasts, articles, and research papers.
7. Medal of Honor
A key element of networking is facilitating subsequent conversations. Don’t expect attendees to bring business cards. Place the QR code on your badge to easily transfer contact information to other attendees’ mobile devices.
Here’s a great example of why it’s important to choose a platform that integrates well with your company’s CRM. Not only will your team be able to see which organizations and individuals interacted well during the event, but it will also facilitate follow-up conversations that can lead to future business. Once these results are finalized, you can collect recommendations that will be invaluable for future marketing.
For more information about integrating technology and partnerships into network efforts, visit the Stova website.
Content is created in partnership with Stova and SkiftX, Skift’s branded content studio.
