Is small talk on its way out? Could be, if the “Gen Z stare” is any indication. According to a recent Freeman Trends Report, today’s attendees hunger for authentic connections and cutting-edge industry insights.
The Freeman Report—Unpacking XLNC: How to Architect Serendipity and Connect People in Meaningful Ways—aims to help planners craft strategic networking opportunities that attendees will actually value for fostering meaningful connections vs. easily forgotten small talk.
Why Attendees Want to Network
The reasons why people network at events are fascinatingly personal, the report illustrates. Some attendees crave professional advancement, others appreciate fresh insights, and many simply want to find their tribes.
In any case, the report says attendees prioritize career-centric networking over casual socializing, with 59 percent saying they want to learn something new for their roles and 61 percent hoping to identify new contacts.
On the supplier side, exhibitors measure networking success primarily through lead generation and relationship-building; however they greatly favor long-term relationships over one-off leads.
Barriers to Effective Networking
Many attendees face barriers that hinder their networking experiences, including feelings of discomfort, with 34 percent finding networking “too salesy” and 31 percent feeling awkward when networking. Those numbers are higher for NextGen attendees, at 40 percent for each, respectively.
The report concludes that networking should be deliberately planned, just like other parts of the program, noting that attendees favor industry-specific discussions and curated networking experiences over generic formats. A full 49 percent of attendees would value prompts related to industry challenges for initiating conversations.
Attendees also are looking for more personalized networking experiences to connect them with relevant individuals, with some suggesting color-coded badges to match people and themed discussion topics provided beforehand.
What Do Planners Say?
In the report, the majority of organizers believed that networking should be unstructured and attendee-driven, with only 14 percent of organizers thinking it was their responsibility to provide subject matter for networking.
The report lands on the side of attendees, concluding that organizers need to redefine their role in creating purposeful networking, especially when it comes to personalization and tailored connections. And a simple email can suggest relevant connections, or even using a staff member to concentrate on networking before and during the event.
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Read the full report here.
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