How Brella Is Contemporising the Professional Networking Scene

<span>Networking is still used &lsquo;free drink-style&rsquo; as an extra to conference- and event marketing, but in fact, it&rsquo;s the lynchpin, the cornerstone, for technology events in the 21st century. There&rsquo;s no time for British reserve. Who you meet, what you talk about, and to what end, is the measure of success and paints a fast picture of...</span>
Brella © Petri Anttila

Image: © Petri Anttila

Networking is still used ‘free drink-style’ as an extra to conference- and event marketing, but in fact, it’s the lynchpin, the cornerstone, for technology events in the 21st century.

There’s no time for British reserve. Who you meet, what you talk about, and to what end, is the measure of success and paints a fast picture of the potential for return visits.

With offices in Helsinki, Jyväskylä and San Francisco, tech specialist Brella has developed an event networking software, subjecting everything to thorough testing – virtually and physically.

In short, Brella is contemporising the professional networking scene.

“According to recent studies, 84 per cent of attendees go to events to find new business connections and we are putting our customers at the centre of the art of connectivity to drive business value,” COO, Jyrki Paananen, says.

While there are ‘wide angle’ networking apps that typically fall short of their weight of promises, the industry has settled for the common business-tinder, until now. Brella’s matchmaking tool is 100 per cent focused on matchmaking and thrives on that exclusivity.

Launched in 2016, it has been used in over 35 countries and hundreds of events globally. Brella puts the right people together via an easy to use platform and all who try it, not least TechCrunch and Samsung, never look back.

The process incorporates a customisable tick-box to build the profile of what a user is ‘’offering’’ and ‘’seeking to find” in a specific event environment. Brella is backed by a robust algorithm, listing the best matches from top to bottom, and 1-to-1 meetings can easily be requested through a calendar that shows availability of both users.

“In order to make matchmaking intelligent it’s important to know what the individual is seeking and offering in a specific event environment. Our algorithm is able to bring out the most relevant connections on an individual level”, Paananen describes.

A desktop and mobile tool, Brella is designed, tested and proven to bring the very best productivity to business events, for attendees, and organisers.

Data shows Brella users book approximately 90 per cent of their meetings before an event takes place. Two or three weeks out, they’re spending over two hours with the system to optimise the time they spend on site.

Nearly all events Brella serves have a dedicated networking area, with numbered tables. The system identifies that both of the meeting attendees are “free at 1pm”, for example, it then automatically assigns the next available meeting table.

Brella is a considered solution rather than a spontaneous one, it pre-engages people. Event organisers can tailor the design and functionality so the system understands exactly how to produce the best possible business connections.

Brella puts art and service behind the software and brings the very best from live events.

Source: www.eventindustrynews.com