Research shows events are most trusted channel to an integrated marketing plan
Dallas, TX (January 16, 2024) – Freeman, the global leader in events, has released the lastest Freeman Trends Report titled “2024 Attendee Intent and Behavior.” As reported in the last Trends Report, attendee numbers have returned to in-person events, and now with the new generation of event goers, organizers have more opportunities to capture the hearts and minds of this new audience.
The research reveals:
“Event success relies on more than attendance alone, and there is no one-size-fits-all event strategy,” said Ken Holsinger, Freeman’s Senior Vice President of Strategy. “It’s essential for event planners and exhibitors everywhere to be more intentional by taking a closer look at who attendees are, what they want, and how to meet their needs.”
The study highlights four key components for planners to adopt in meeting the new needs of attendees:
“It’s time to reimagine what events can be from the eyes of the attendees and allow their needs to drive our strategy and measurement methods,” says Holsinger.
Freeman is a global leader in events, on a mission to redefine live for a new era. With a data-driven approach and the industry’s largest network of experts, Freeman’s insights shape exhibitions, exhibits, and events that drive audiences to action. The integrated full-service solutions leverage a 97-year legacy in event management as well as new technologies to deliver moments that matter. For more information, please visit https://www.freeman.com/.