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.
Related Reading: Freeman Report Reveals Exhibitor Priorities
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.
