Home' micenet eMag : micenet April May 2015 Contents T
he phase one study was produced
by the International Association of
Exhibitions and Events, the
Management Association, and The
Experience Institute, and had 7171
Key drivers in attending events were:
• Education and staying abreast –
Education (program, content, speakers
and exhibits) is still a strong attendance
driver and should remain a prominent part
of the marketing message. Over 90 per
cent of respondents report it’s important,
regardless of attendance frequency or
generation. Keeping up and staying
abreast with their professional/industry is
an equally important benefit to attending
and matters to all generations combined at
91 per cent, with Boomers and Gen Xers
rating it the highest.
• Networking opportunities – Attendees
want opportunities to network and make
connections. Networking and making
connections are important to 75 per cent
of all respondents, but most important to
Gen Y Millenials at 84 per cent, as they’re
building their base of contacts. The fact is
that it’s important to over two-thirds of all
attendees warrants including it in both
promotional messaging and determining
how to best facilitate a variety of ways to
`get them together’ onsite.
• Destination/Location – The destination/
location is significant. Eighty-two per cent
of all respondents report that the
destination definitely factors into their decision to
attend. In stark contrast, only 57 per cent of the
“Always” attendees are influenced by location –
they’ll attend wherever. A remarkable 90 per
cent of the “Never” and “Occasional” attendees
also say the destination matters. Generationally,
the location matters slightly more to Pre
Boomers who generally have the free will to
attend. Write-in comments ran the gamut from
destination appeal, to airlift, to drivable distance,
to overall cost, to experiencing new places.
Knowing that the “Occasionals” and “Nevers”
also value education and networking, the destination/location may be the impetus to get
them to attend.
• Social interactions – Attendees socialise, but less so on social media. Beyond networking
and making connections, nearly 71 per cent of respondents indicated a strong desire for
opportunities for social interaction and discussions while attending. Opportunities to engage
with others via social media as a benefit of attending was rated relatively low at 40 per cent
Important/Very Important for all respondents combined.
• Attendees will search local website and social media – Seven in ten respondents will
search local websites to see what the destination is about and nearly one-half will search
social media and review sites to learn what others are saying about the destination.
Other results from the survey included:
• Attendees turn into leisure travellers, with over one half indicating they would extend their stay
or turn their trip into a vacation.
• Nearly one half will bring someone with them (friend, family, companion).
• Three-quarters report they will get out and about, with Gen Y Millennials even higher at 85 per
• If the destination experience is positive, eighty-four per cent are likely to return to attend the
same event at that destination, with over three-quarters likely to return to attend a different
• If an event exceeded their expectations, 85 per cent are likely to recommend it to others.
• If the destination exceeded their expectations, 83 per cent are likely to recommend it to
• Barriers to not attending an event are cost, time and the appeal of the destination or city.
• Eighty-four per cent of respondents decide to attend an event 2-6 months prior to the event. m
A new study out of the U.S. has found that education, staying
abreast of new trends, and networking are among the key
reasons why people attend meetings and events.
STUDY REVEALS WHY
PEOPLE ATTEND EVENTS
NEWS | BRAD FOSTER
...B EYOND NETWORKING AND
NEARLY 71 PER CENT OF
RESPONDENTS INDICATED A
STRONG DESIRE FOR
OPPORTUNITIES FOR SOCIAL
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