What Event Attendees Want – Part 2
Results from a cross-sector, international survey
In part 2 of my discussion of results from a survey Syno International conducted for That Coalition, I highlight some of the barriers event organisers must flatten to get attendees to their events and the choices they must make to keep them coming back.
This is the second in a two-part series discussing the survey results. You can read part 1 here.
QUICK RE-CAP:
The survey covers 202 responses from five countries on three continents and in fourteen industry sectors. All the respondents are in managerial positions.
Almost 85 per cent attend at least one event yearly (57.43 per cent = at least two per year). Seventy per cent participated as attendees, 39 per cent as sponsors/exhibitors, and 37 per cent as speakers (the overlap is because participation can differ from event to event).
In Part 1, we discussed their favoured types and sizes of events, and their primary motivations for attending. We identified the importance of evolving event design, prioritising quality over quantity, meaning connections over massive scale and continuous engagement over one-time experiences.
In this edition, Part 2, I look at barriers to attendance, in-person versus virtual event trends, and why events should not be approached as one-time occurrences.
BARRIERS to ATTENDING:
Not surprisingly, the main barrier to attending events is cost. In 2023, 52.14 per cent cited travel budgets and 35 per cent ticket costs. As the economy continued to bite in most of the countries surveyed, this went up to 54.46 per cent for travel budgets and 42.08 per cent for ticket costs in 2024.
There was also a change in the impact of virtual events. In 2023, 41.07 per cent said the convenience of virtual events was a barrier to attending in person. By 2024, this rose to 50.5 per cent.
While correlation does not imply causation, one explanation could be an inverse correlation between the popularity of virtual events and the cost of attending in-person events. There are also other logical explanations, such as that it saves time away from the office and offers a “good enough” channel for delivering and engaging with valuable content.
Lastly, we tracked the impact of sustainability considerations on attendance. In 2023, 27.86 per cent of respondents said it is a consideration (barrier) to attendance. This rose to 32.18 per cent in 2024. Here is what respondents said will help them overcome sustainability concerns:
IN-PERSON and VIRTUAL EVENTS:
While in-person events remain the most popular, virtual components continue to gain traction. Whether this is a preference of medium, economic considerations or other reasons, organisers will do well to give the virtual components of their event strategies serious consideration.
EVENTS as a CONTINUUM:
Events should not be seen in isolation (i.e., as “an occurrence”), but as existing on a continuum. Here is what respondents had to say about the value of pre- and post-event activities.
Pre-event:
The first job is to arm the audience with practical information about the speakers and programme, the sponsors and exhibitors and ideas for add-on experiences.
The percentages assigned to conversation and meeting platforms show the importance of attendee information and interaction.
With AI matchmaking tools enhancing these experiences pre-event, I expect the value to climb, including as a means to ignite in-person productivity (e.g. number and quality of meetings) at an event. That being said, discussions online are even better with people you have met in real life. Therefore, the physical event is a stimulant for further conversations afterwards, creating a virtuous circle.
Post-event:
As mentioned above, events create unique opportunities where groups of experts gather to deliver insights and knowledge. Not extending those contributions post-event diminishes its value. Conversational platforms can really come into their own post-event.
What this suggests to me, is that technologies that support ongoing engagement have significant importance, in particular those tools allowing content sharing and continued post-event conversations. The latter is also supported by responses to a question about interest in a post-event community for information sharing and networking.
IN SUMMARY:
In closing, here are some Part 2 suggestions to consider.
Optimise cost-value propositions: Given the rising impact of budget constraints (54.46% travel, 42.08% ticket costs), focus on delivering clear ROI through targeted networking opportunities and content value, while exploring tiered pricing models that accommodate different budget levels. Consider, or re-consider, how virtual components can aid your audience and you.
Back to the pandemic: Not the pandemic itself (😅), but when we came out of it, there was much hope for hybrid events. With budget constraints on the one hand and the convenience of virtual on the other, organisers can create integrated experiences that blend the best of both.
Sustainability concerns: Sustainability considerations will continue to grow. Apart from taking actions such as venue and food choices, it may also present opportunities to create regional editions of global events(“going to where the people are instead of expecting them to come to you”).
Build year-round engagement: Transform one-time events into continuous engagement opportunities by investing in pre-event matchmaking and post-event community platforms, as indicated by a strong interest in ongoing networking (over 60% positive response rate). However, remember to respect your audience’s time!
Leverage technology: As mentioned in Part 1, investment in technology can pay off handsomely in more ways than one. Think of it across the event cycle, for example, how AI-powered matchmaking platforms can enhance pre-event preparation and post-event engagement, creating a virtuous circle of valuable, ongoing interactions.
I hope you found the results shared in Parts 1 and 2 interesting, if not helpful! I’d be happy to hear your thoughts.