How to tap into four key reasons why people attend events

Refocus event planning efforts on immersive experiences, innovation, and participation says a new report. Mike Fletcher looks at the findings. 

Short for time? Scroll to the bottom to discover the key takeaways.

The most trusted of all available marketing channels is in-person events, according to a new study of over 2,000 trade show and convention visitors. 

As a result, 92% of visitors told Freeman’s Attendee Intent and Behaviour Report they would attend more in-person events in 2024 than last year. Meanwhile, 87% said that their number one factor influencing attendance at events is discovering ‘new products, solutions and partners’. 

Based on the research, the Attendee Intent and Behaviour Report details four primary reasons why people attend events - Experience, Learning, Networking and Commerce. 

For each reason, the report offers deeper insights into what planners can do to stay relevant and appealing. 

Experience 

Event attendees were asked to name the top three factors that positively enhanced their experience.

Immersive experiences (64%), customised agenda plans (45%) and technology that makes consuming the event easier (44%) took the top three spots. These elements were closely followed by ‘an immersive, visually appealing atmosphere’ (43%). 

‘Quality food and beverage offerings’ and ‘after-hours events’ tied for fifth place with 28% each.  

Interestingly, ‘wellness opportunities’ only received 3% of the vote and ‘games or competitions’ gained just 6%. 

On why people attend keynotes and plenary sessions, attendees prioritised the subject matter over the person speaking, proving that a thought-provoking, relevant topic will outweigh even the most prominent speaker. 

Some 38% said they wanted to leave a keynote better informed, and 35% stated they wanted to feel inspired and more motivated. Intriguingly, more male attendees preferred to feel informed (40%), whereas a higher proportion of women wanted to feel inspired (47%). 

Learning

Some 70% of visitors said they’d rather seek training and professional development at in-person events because of the experiential opportunity. While 75% admitted they get the most value from in-person learning opportunities when demonstrations and hands-on activities are incorporated. 

When attendees were asked to consider the value of online events, convenient access to educational content took 66% of the vote. Connecting with exhibitors and sponsors received 19% and the final 15% went to ‘Being able to connect and network with people around the globe’. 

Networking

Attendees view networking as most valuable when they can speak with industry experts (81%), meet new contacts (68%) and exchange ideas with peers (64%). 

However, curating the right environment to encourage attendee networking is vital. People prioritise organised meet-ups to discuss professional challenges (52%) over free-flow areas for networking (18%) for example.  

Topic-specific or common interest meet-ups are much more appealing than after-hours drinks. And curated networking that features presentations or learning opportunities should never derail attendees’ ability to meet and talk with their peers. 

Commerce 

Despite the opportunities that social media provides, nothing it seems, can replace the hands-on experience that exhibitors offer. 

Some 80% of respondents told Freeman that in-person trade shows were their top resource for discovering new products and services, and 61% cited hands-on demonstrations and exhibitor presentations as the most important element behind any purchasing decision.  

Discovering new solutions is particularly important for decision-makers. 

Raising the game

With commerce ranking top out of the four reasons why people choose to visit trade shows and events, it’s clear that attracting the right exhibitors remains a vitally important element. 

However, event marketers still use badge scans and booth size as key indicators of a successful show. 

Planners who curate more immersive environments that encourage networking, learning and professional development are getting people through the doors in increasing numbers. It’s now up to exhibitors and sponsors to maximise the opportunities by scheduling pre-planned meaningful interactions and working with organisers to convert more quality connections into future customers.  

Freeman’s 2024 Attendee Intent and Behaviour Report is available to download here.

Key takeaways:

• Four reasons why people are attending event: experience, learning, networking, and commerce.  

• Experience - Top three spots that positively enhanced attendee experience: Immersive experiences (64%), customised agenda plans (45%), and technology that makes consuming the event easier (44%).  

• Attendees prioritised the subject matter for session speakers over the person speaking. 

• Learning - 70% of visitors said they’d rather seek training and professional development at in-person events because of the experiential opportunity. 

• Networking - Attendees value speaking with industry experts (81%). 

• Commerce - In-person trade shows were the top resource for discovering new products and services (80%). 

• Planners who curate more immersive environments that encourage networking, learning and professional development are getting people through the doors in increasing numbers.

   

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