Research findings on why attendance at events matters
In the fast-evolving landscape of events, understanding the underlying motives that drive attendance is crucial for planners and organizers. A recent study conducted by Freeman, Attendee Intent and Behaviour Report, over 2,000 trade show and convention visitors were surveyed. It revealed that the most trusted marketing channel remains in-person events. This insight is vital, as 92% of attendees expressed an intent to participate in more in-person gatherings in 2024 compared to the previous year.
So, what are the key reasons that motivate people to attend?
Based on the findings from the report, four primary factors emerge: Experience, Learning, Networking, and Commerce. Let's delve deeper into each of these motivations to uncover how event planners can create more relevant and appealing experiences.
1. Experience
Attending an event is not just about engaging with content; it’s about the overall experience. The study identified several elements that positively impact attendee satisfaction:
Immersive Experiences (64%): Attendees seek engaging environments that stimulate their senses and foster interaction.
Customized Agenda Plans (45%): Personalization enhances their experience by allowing them to focus on sessions that matter most to them.
Technology for Easier Navigation (44%): Access to apps and tools that streamline the event experience is essential for keeping attendees engaged.
In addition, an aesthetically pleasing atmosphere and high-quality food and beverage offerings contribute to a positive ambiance. Events that prioritize attendee experience will ultimately yield better returns.
2. Learning
A significant 70% of respondents indicated a preference for pursuing training and professional development at in-person events due to the immersive nature of the experience. Unlike passive online formats, attendees value hands-on activities and demonstrations that facilitate active engagement. This indicates that planners should prioritize interactive workshops and experiential learning opportunities to maximize attendee value.
3. Networking
Networking is consistently viewed as one of the most valuable aspects of attending events. According to the report, attendees prioritize different forms of networking:
Conversations with Industry Experts (81%): Access to thought leaders is highly coveted.
Meeting New Contacts (68%): Expanding professional networks can lead to new opportunities.
Exchanging Ideas with Peers (64%): Collaborative discussion enriches the experience.
However, the environment for networking matters. Structured meet-ups focusing on specific topics or challenges are more effective than informal gatherings. This emphasizes the need for planners to curate networking sessions that foster connections and encourage meaningful discussions.
4. Commerce
In the realm of business events, the search for new products and solutions stands out. A remarkable 80% of attendees reported in-person trade shows as their top resource for discovering new offerings, with 61% emphasizing hands-on demonstrations as pivotal in their purchasing decisions. Given this, it's essential for event marketers to attract the right exhibitors and create immersive environments that showcase products effectively.
Conclusion
Attendees are drawn to events for a variety of reasons beyond mere content consumption. By crafting experiences centered around their motivations—whether that’s immersive engagement, hands-on learning, or valuable networking opportunities — event planners can significantly enhance attendee satisfaction and success.
As professionals prepare for the upcoming events, focusing on these core drivers will be critical to attracting and retaining participants in an increasingly competitive environment.
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