What Event Attendees Really Want From an Event?

The latest Freeman Trends Report: 2024 Attendee Intent and Behavior, unveiled on Tuesday, January 16 by the global events company, brings promising news. According to the report, attendance at in-person events has increased since the decline of the pandemic's worst phases and is expected to remain stable over the next year, but event marketers often find themselves grappling with the challenge of truly understanding attendee preferences, particularly for digital offerings.

During the "First Look: Exclusive Data on Attendee Motivators" session at PCMA Convening Leaders 2024 on January 10, Ken Holsinger, Freeman's senior vice president of strategy and research, emphasized a shift in perspective for event marketers. He encouraged the audience to stop making comparisons with the year 2019, focusing instead on understanding current audience motivations and needs.

Holsinger humorously cautioned the attendees that he might challenge some established norms, revealing a mismatch between what event organizers offer and what attendees actually desire. He advocates for a more attendee-centric approach in event planning, breaking away from traditional models that prioritize exhibitors and sponsors.

The survey, which gathered responses from nearly 2,100 individuals through an online questionnaire conducted in November 2023, suggests that factors like age, gender, socioeconomic status, and event type are better predictors of attendee preferences than industry-specific interests.

Key findings of the survey, which has a margin of error of plus or minus 2 percentage points, include:

• Immersive Experiences: 64% of respondents rated immersive experiences as the most influential factor in enhancing their event experience.

• Customized Agendas and Technology: 45% appreciated customized agendas, and 44% valued technology that simplifies event participation.

• Wellness: At the bottom of the list, only 3% of attendees found wellness aspects significantly influential.

Holsinger noted that while wellness is often touted as a trend, it does not align well with attendee and sponsor preferences. When attendees were asked about their desired feelings post-keynote sessions, 38% preferred to feel informed, and 35% wanted to feel inspired and motivated.

The findings from the research brought to light some critical insights for event marketers, revealing that only a meager 10% of attendees described their virtual event experience as excellent. This statistic opens up significant room for improvement and adaptation in the way digital events are crafted.

From the study, which gathered insights from over 500 participants, it became clear what digital attendees prioritize:

• Sessions of 60 minutes or less
• Hybrid and virtual event options
• Greater convenience
• Reduced costs
• Improved efficiency
• Enhanced networking opportunities
• Interactive exhibitor booths
• More opportunities for social interaction
• Easy access
• Engaging content

The preference for shorter sessions reflects the modern reduction in attention spans, with 90% of digital attendees favoring sessions that are an hour or less. This trend is also seen in the decreasing popularity of large-scale events, with 75% of respondents attending fewer such gatherings.

Strategies for Enhancing Digital Events:

• Content and Format: Select topics and speakers that resonate with the audience's interests, ensuring that the content is both informative and actionable.

• Hybrid and Virtual Options: With 81% of attendees showing a preference for signing up for events that offer virtual options, it's clear that flexibility in event format is more important than ever.

• Convenience: Make digital events as convenient as possible. This could mean optimizing events for mobile access or offering recordings for on-demand viewing, which 74% of attendees appreciate.

• Cost Efficiency: With many businesses cutting travel budgets, digital events serve as a cost-effective alternative. About 51% of attendees appreciate the lower financial burden of attending digital events.

• Networking and Engagement: Even in a digital setting, 90% of attendees value networking. Offering dynamic ways to interact, such as through breakout rooms or live Q&A sessions, can significantly enhance the attendee experience.

• Exhibitor Interaction: Virtual booths can simulate the in-person expo experience, with technologies that allow attendees to interact with exhibitors and sponsors seamlessly.
• Social Elements: Social interactions are a big draw. Event organizers can incorporate virtual mixers or social hours that replicate the networking and social buzz of in-person events.

The study also highlights the importance of engagement tools like polls and gamified experiences, which not only make the event more interactive but also more enjoyable. Furthermore, ensuring easy access to the event through streamlined login processes and automated calendar invites can enhance attendee satisfaction.

The survey also highlighted a preference for in-person professional training and content, with a 7% increase from the previous year, indicating that 70% of respondents prefer face-to-face learning environments. Demonstrations and hands-on activities were the most favored learning formats.

In terms of networking, over half of the respondents expressed a desire to connect with peers facing similar professional challenges. Traditional networking tools like speed meetups were less popular, indicating a need for more meaningful networking opportunities.

The trustworthiness of in-person events continues to rise, with 80% of respondents viewing them as the most reliable sources of information in an era marked by AI and misinformation. This trust extends to discovering new products and services, where in-person events are preferred over company websites and online events.

These insights suggest a growing need for event organizers to adapt and align their offerings more closely with the evolving preferences of their attendees, focusing on creating engaging, relevant, and trustworthy experiences.

As the landscape of events continues to evolve, understanding these preferences is crucial. The insights from Goldcast's study provide a clear direction for how event marketers can tailor their offerings to meet the actual needs of their audience, moving beyond assumptions to data-driven strategies. This approach not only promises to improve attendee experiences but also boosts registrations and overall event success.

COMTEX_452058419/2891/2024-05-08T07:06:02

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