Audience expectations continue to evolve, and that includes what they expect to get out of networking experiences.  

According to our research, attendees and exhibitors want more value from networking.

For planners, this means intentionally designing experiences with purpose and helping create real connections beyond standard meet and greets.

Here are three dos and don’ts to help planners orchestrate networking experiences that leave a lasting impression.   

DO …

1 network with a purpose.

Plan curated experiences that connect attendees with the right people based on shared roles, interests, and senses of purpose.

Today’s attendees want to exchange ideas with those who understand emerging trends, training, and business growth within their fields.

Pro Tip: Bring purpose to networking by inviting key opinion leaders, thought leaders, subject matter experts (SMEs), facilitators, or brand ambassadors to be part of the experience and connect directly with attendees.

2 be proactive with audiences.

While emerging audiences want to make in-person connections, many say they aren’t good at starting new conversations.

Proactively provide helpful resources that can build confidence before going into a networking, like:

• Active versus Adaptive listening
• Networking best practices
• Interactive workshops (sessions or webinars focused on building rapport and effective communication)

3 assign a networking person.

During the planning process, it’s a good idea to designate a networking expert on your team who can focus on this essential part of the show and ensure it’s prioritized.

This person should be able to handle networking strategy, structure, insights, and measurable outcomes, so that experiences align with audience expectations.

Want to learn more about planning better networking? Go here.

DON’T …

1 leave networking unstructured.

The food, drinks, and venue still matter but don’t stop there. Taking a more hands-on approach when planning the experience helps create more chances for authentic connections.

Bring in SMEs who are available to connect with audiences and intentionally design networking opportunities that include experiences like topic-driven discussions and speaker-led breakouts.

Including experts anchors your networking event, brings purpose, and supports the meaningful connections audiences want.

2 plan without audience insights.

Connect attendees with the right people, based on roles, industry, or interests using attendee data.

Today’s attendees are willing to share details such as role, location, and industry challenges. These insights will tell you what your audiences expect from purposeful networking.

Get more insights about attendees based on our XLNC framework (experience, learning, networking, and commerce).

Pro Tip: Use a portion of your networking budget to survey your audience, identify key segments, and test what drives meaningful connections. Looking for a way to make your budget go further? Networking events create sponsorship opportunities that can help offset costs.

3 limit networking to the event itself.

Create networking opportunities before and after your event through apps (think LinkedIn and Slack), emails, lookbooks, and forums.

Pre-event: Share who’s attending, spotlight key experts, offer purposeful experiences for audiences to connect. This is a great way to help drive momentum for your show and connect attendees to exhibitors.

Post-event: Deliver targeted content that keeps audiences connected to each other (and your brand) while offering space for audiences to be part of a community connected through common interests.

Networking’s safe space

Networking can be less of a draw (especially with emerging audiences) if attendees associate the term with awkward activities, vague formats, or experiences that feel forced and salesy.

But when networking is intentionally designed, it becomes purposeful — and attendees are more likely to ease into making connections and associate your event with the value they’re looking for.