Freeman Report Explores Top 4 Event Design Elements

Study reveals data-driven blueprint for successful B2B events

A new report from Freeman, a global leader in events, offers a data-driven roadmap for crafting successful B2B events by focusing on four key drivers: experience, learning, networking, and commerce.

The 2024 Attendee Report draws on decades of Freeman’s research to identify why people attend events, distilling it down to four primary motivations: to have fun, learn, network, and do business. These translate to eXperience, Learning, Networking, and Commerce, which form the foundation of Freeman’s framework for planning, executing, and evaluating events.

Experience: Immersive and Personalized is Key

Attendees crave immersive experiences, personalized agendas, and technology that enhances their event journey. Immersive activations (64%), customized agenda plans (45%), and event-enhancing technology (44%) top the list of desired experience elements. While food, seating, and social events are important to some, elements like games and wellness offerings are less valued.

Learning: Hands-On and Interactive is Best

In-person learning is preferred due to its unique experiential opportunities. Attendees find the most value in hands-on demos and activities (75%), followed by unstructured interactions with experts (52%). Pre-recorded videos and online materials are less engaging for in-person attendees.

Networking: Connect with Experts and Peers

Networking is most valuable when attendees can exchange ideas with peers (64%), meet new contacts (68%), and engage with industry experts (81%). Content-driven networking sessions focusing on shared challenges are preferred over traditional speed-networking or casual meetups.

Commerce: In-Person Demonstrations Drive Discovery

In-person events surpass company websites for new product and service discovery. Attendees value hands-on demos and samples (68%) over online information.

Key Takeaways for Event Planners

1. Prioritize immersive experiences, personalized agendas, and event-enhancing technology.
Focus on hands-on, interactive learning opportunities.
2. Facilitate meaningful networking by connecting attendees with experts and peers around shared interests and challenges.
3. Highlight in-person demonstrations and product samples to drive commerce.

By understanding and prioritizing these key drivers, event planners can create more engaging and valuable experiences for B2B attendees. The full Freeman Trends Report – “Event Excellence by Design” is available for download here.

Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.

Photo by Headway on Unsplash

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Lake of the Torches Resort Casino

Introducing Lac du Flambeau Casino Resort: The perfect venue for unforgettable meetings and events! Conveniently located amidst the breathtaking beauty of Northern Wisconsin, our resort offers a harmonious blend of modern amenities and natural surroundings. The conference center is situated on the shores of Lake Pokegama nestled in Wisconsin’s Northwoods, providing a classic Northern retreat feel that reflects its Ojibwe culture and heritage. The casino has slot machines and table games, dining in the Eagle’s Nest Restaurant and Woody’s Bar & Grill, and 101 well-appointed rooms. The 8,500 square-foot Convention Center with the Hall of Nations offers an outstanding venue for entertainment, receptions, trade shows, meetings, presentations, and seminars. The Convention Center can accommodate up to 800 people. Call 1-800-25-TORCH for more information.

The Edgewater Hotel

The Edgewater Hotel in Madison, Wisconsin is an ideal location for hosting meetings and events. The hotel is located in the heart of Madison, next door to the University of Wisconsin-Madison, and within a short walking distance of the Capitol Square and downtown. The hotel has over 14,000 square feet of indoor space including seven breakout rooms, multiple ballrooms, and four special event spaces that can be configured to support your meeting or event. The Grand Ballroom and Terraces, The Madison Room, The Mendota Ballroom, The Red Crown Club, and The Sky Bar are some of the venues available for hosting events. The hotel offers first-class meeting and banquet facilities with the latest A/V equipment and is staffed with in-house A/V technicians. Contact their sales team at sales@theedgewater.com to start planning your event today.