Events are struggling. Last night I attended a local in-person event and was surprised by the turnout.
It was low.
Woefully low.
A year or so ago that room would have been full.
Pre-pandemic I had a client who built a 20+ person event to over 300 in the room.
Post pandemic we were falling over ourselves to go to as many in-person events as possible.
Now I have clients and know of others struggling to fill a round table let alone a room.
Has the enthuisasm waned? Or are there deeper reasons?
Here are 6 thoughts about why your event may not be filling up;
1. Convenience of Virtual Networking
– Time-saving: Virtual events eliminate travel time and allow people to fit networking into their busy schedules more easily.
– Access to broader networks: Online platforms allow participants to connect with people from different regions or industries without geographical limits.
– Flexible formats: Webinars, mastermind sessions, and online communities offer opportunities for asynchronous participation.
2. Changing Priorities and Social Habits
– Work-life balance: The pandemic allowed us to spend more time with family, work on personal projects, or self-care rather than attending events outside work hours.
– Shift toward intentional relationships: Instead of mingling with large groups, professionals appear to be focusing on building meaningful 1:1 relationships through smaller meetings, direct messaging, or curated groups.
3. Economic and Cost Concerns
– Event costs: Tickets, travel, and accommodations can make in-person events expensive, especially for large conference-type events.
– Budget cuts: Even if we are not technically in a recession business owners’ costs have risen significantly, so something has to give. Meetings can be viewed as a nice to do, not a need to do, especially when Zoom can cost you less than half a tank of gas per month.
4. Lingering Pandemic Effects
– Comfort with crowds: While restrictions have lifted, some people are still cautious about attending crowded events, especially during cold and flu seasons. Last night at least 5%, maybe 10% of the room were wearing masks.
– Shift to hybrid work: There is a big resistance to going back to the office, even 3 days a week. Many professionals have become accustomed to remote work and prefer online networking to maintain a similar work style.
5. Technology-Driven Alternatives
– LinkedIn and other platforms: Social media and networking platforms have become effective for staying connected and building relationships. I am seeing products like Circle being adopted more and more, and they do a pretty good job.
– AI tools and match-making software: Some platforms now offer algorithms that match attendees based on shared interests, making traditional in-person “speed networking” feel outdated.
6. Event Fatigue and Oversaturation
– Overwhelmed by options: With so many events happening—both online and offline—people may feel overwhelmed and selective about how they spend their time.
– Low perceived value: If networking events lack focus, structure, or clear takeaways, attendees may not find them worth the effort.
If your event attendance is lacking, here are some possible solutions to consider;
- Hybrid event formats give more options and flexibility. Figure out the tech and make it happen.
- Consider smaller niche gatherings rather than trying to be a catch-all. Appeal to a sub-set of people you want in the room.
- Create more curated experiences that prioritize intentional networking over sheer volume. Answer what’s in it for the attendee.
- Offer pre-event preparation so people look forward to coming and they have some invested ‘skin in the game’.
- Get creative with follow-up strategies so people remain connected. Make them feel appreciated.
- Add in community-building components to also boost engagement and make it easier to fill your next event.
And make sure the tech and the speakers are up to standard. At last night’s event, the PA system was only okay and the two speakers made me want to sleep versus pay attention. They were hard to hear and I left early. My time is more valuable, and perhaps your potential event attendees’ time is too.