“In-person networking has key advantages that can never fully be replicated in a virtual space.” – Kate Vitasek, Senior Contributor, Forbes
The advantages of in-person networking are undeniable. If you’ve ever attended a trade show or conference, you might be nodding your head in agreement. While virtual connections do offer value and eliminate barriers like distance and time constraints, other limiting factors like one-way or delayed responses can arise. And the in-person factor will always be missing.
We certainly feel this during the months between each PrimeTime show — our twice-yearly event and expo for the independent channel that brings Nationwide Marketing Group (NMG) employees, members, and vendors together in person. Thankfully, today’s digital advancements allow us to communicate from afar. Yet, there is simply no replacement for the power of connection at PrimeTime, as evidenced by its continual run since 1992 — minus two virtual sessions during Covid.
As one independent dealer and longtime attendee put it, “I don’t think I’ve ever gone back to my store after a PrimeTime not ready to set the world on fire.”
4 Real Benefits of In-Person Networking
If you haven’t yet experienced PrimeTime, read what several other independent retailers have to say about attending the show.
Source: Quotes from NMG members
Their words uniquely touch on the key advantages of attending PrimeTime; however, the following benefits can apply to any trade shows, conferences, and local community networking events.
In a comprehensive 2023 events report conducted by Bizzabo, 78 percent of respondents agreed or strongly agreed that in-person B2B conferences provide the best opportunities to network.
Let’s look at four reasons why connecting in person can have such a powerful effect.
1. In-Person Networking Fuels Learning and Inspiration
Events like PrimeTime are a hotbed for brainstorming and innovation to occur through engagement in educational sessions led by experts and spontaneous conversations with fellow attendees.
The 2024 Freeman Trends Report on Attendee Intent and Behavior noted that 70 percent of those surveyed seek in-person opportunities for training and professional content. Whether you attend to learn a new skill, gather tips and best practices, or feel emboldened to strategize outside the box, there is something special about the energy and momentum of face-to-face interactions geared toward growth.
2. In-Person Networking Helps You Feel Understood
A 2024 Truist Bank survey revealed that only 17 percent of small business owners ask their peers for advice. But navigating the world of independent retail shouldn’t feel lonely or isolating.
Events like PrimeTime exist to bring independent dealers together — in person — for the very purpose of sharing stories, learning from one another, and feeling seen and heard through shared experiences.
As another PrimeTime attendee put it, “The most valuable part of PrimeTime is to be able to get together with other dealers and share like practices, best practices, and to have an open forum where we can share our frustrations and our successes with people that’ll actually understand.”
3. In-Person Networking Builds Stronger, Mutual Relationships
According to a report by Harvard Business Review, 95 percent of professionals acknowledged that meeting face-to-face is crucial for business relationships to last long-term. And Forbes’ Vitasek agrees.
“With in-person networking, it is much easier to find ways to continue the conversation even after the official portion of the event is over.”
4. In-Person Networking Can Provide Solutions to Unique Business Challenges
As reported by Display Wizard, research from the University of Michigan shows that face-to-face sessions result in more impactful brainstorming and problem-solving discussions than virtual meetings do.
A study cited by Scientific American also supports this idea that “video calls, as opposed to in-person meetings, reduce creative collaboration and the generation of novel ideas.”
“When Given a Choice, Attendees Prefer an In-Person Format”
This statement, taken from the Freeman Trend Report, highlights the value of in-person interactions, with data to back up the claim. Of the respondents surveyed, 82 percent would choose to attend an in-person event over one online.
And to be sure, the value of conferences, trade shows, and other professional events goes beyond the four benefits listed above — and will vary by attendee.
What do you find most valuable about in-person networking?
