Gone are the days of chance encounters and passive badge-scanning. For decades, trade shows thrived on coincidental networking, wandering the aisles, striking up spontaneous conversations, and hoping for meaningful connections. But according to the Freemans Summer 2025 Trends Report, the landscape has shifted.
Today’s event attendees demand strategic, tech-enabled networking experiences that deliver measurable value. From curated matchmaking to AI-powered lead generation, the modern exhibition floor is designed for intentional engagement. Brands like Expo Stars are leading the charge, helping exhibitors maximise event ROI through smarter, more personalised interactions.
Freemans research reinforces what Expo Stars has championed for nearly two decades: the power of human connection for the attendee journey. Exhibitors and organisers must adopt a strategic approach to communication to harness the power of human connection for successful networking on the show floor.
Read on to find out our key takeaways from the report and how these insights can manifest into success at your next event!
The Shift: From Random to Purposeful Connections In Networking
According to Freeman, attendees in 2025 are seeking:
- Curated matchmaking facilitated by apps and AI-driven recommendations.
- Tech-enabled introductions with digital tools suggesting who to meet based on profiles, goals, or interests.
- Quality over quantity. Attendees value fewer, deeper conversations over hundreds of superficial badge scans.
This evolution is exciting, but it also raises the expected standard of networking. Exhibitors can no longer rely on flashy stands or giveaways to draw crowds. They must ensure that every interaction, whether orchestrated by technology or initiated on the show floor, is purposeful and memorable.
Why Networking Matters for Exhibitors
If networking is becoming more intentional, then booth staff are no longer “greeters”. They are connectors, facilitators, and brand ambassadors. Without the right skills, exhibitors risk wasting curated introductions or losing high-value leads to competitors.
In Freeman’s words, attendees want “quality conversations that lead somewhere.” That means exhibitors must deliver more than just product information, they must provide meaningful human engagement.
How Exhibitors Can Adapt (The TEO Framework) For Networking
At Expo Stars, we use our Trade Show Engagement Optimisation (TEO) framework to help Exhibitors and Organisers align with exactly these kinds of shifts. Here’s how each of the five pillars can be applied to this new networking landscape:
Business Growth Strategy
Start with the end in mind. Networking opportunities should map directly onto your business objectives, whether that’s new client acquisition, partnership building, or brand advocacy. Instead of chasing volume, define what a valuable connection looks like for your organisation.
Attendee Journey
Design your booth experience around personalised engagement. If Freeman’s report shows us anything, it’s that attendees want to feel seen and valued. This means:
- Creating entry points that spark conversations tailored to different audience segments.
- Training staff to ask open-ended questions that uncover attendee goals.
- Building in ‘moments of relevance’ so every connection feels intentional.
Booth Staff
Freeman highlights tech’s role in curating connections, but humans seal the deal. 85% of exhibition success comes down to staff performance. Staff must be equipped to:
- Move from selling to connecting.
- Use active listening to make curated matches meaningful.
- Represent your brand with energy, warmth, and professionalism.
KPI Measurement
Forget vanity metrics like badge scans. Instead, measure:
- The number of meaningful conversations.
- Percentage of curated introductions converted into follow-ups.
- Quality of connections against your ideal customer profile.
By redefining KPIs, you’ll align success with outcomes, not activity.
Follow Up
Networking doesn’t end when the show closes. Segment your contacts into categories like; prospects, partners and influencers. Then the key is to build a tailored follow-up journeys. A curated dinner invite, a personalised content piece, or an executive briefing may be more powerful than a generic email blast.
Take our TEO Framework test now – https://expostarsteo.scoreapp.com/
The Human Factor In A Tech Driven Era
Now heading back to the Freemans Report the message is clear. While event tech can suggest who to meet and apps can seamlessly book meeting slots, it’s your team that ultimately shapes the outcome of every conversation.
The report serves as a wake-up call for exhibitors: investing in booth design and digital matchmaking tools is no longer enough. To truly unlock the potential of curated networking and drive event ROI; Exhibitors and Organisers must prioritise staff training, engagement strategy, and the art of human connection. Without this, even the most promising expo opportunities risk slipping away.
At Expo Stars, we believe the winning formula for 2025 is:
Get both right, and networking transforms from a gamble into a growth engine.
Closing Thoughts
The Freeman Summer 2025 Trends Report paints an exciting future for networking at trade shows. The shift from chance encounters to curated connections is an opportunity but only for those who prepare.
Exhibitors and Organisers who align their strategies, empower their staff, and measure what matters will thrive in this new era. Those who don’t and use rehearsed scripts and pitches risk being left behind.
At Expo Stars, we’ve spent almost two decades helping exhibitors turn connections into commercial value. If you’re ready to prepare your team for the next generation of networking, let’s talk.
Book a consultation with Expo Stars today and ensure your trade show networking strategy is fit for 2025 and beyond.
https://expostars.com/contact-us/
Read the Freemans Report Click Here