Freeman Releases New Exhibitor Trends Report

April 9, 2024

Almost 80% of exhibitors plan to attend the same number of events or more in the next year

Dallas, TX (April 9, 2024) – Freeman, the global leader in events, has released the latest Freeman Trends Report titled “Event Excellence by Design.” The report takes an inside look at exhibitor objectives providing organizers with the data to design events that are truly a meaningful experience.

“Successful events don’t happen by accident, and it’s important to understand the objectives of all parties involved including exhibitors, attendees, and sponsors,” said Ken Holsinger, Freeman’s Senior Vice President of Strategy. “For event organizers, this understanding of their customers and ongoing shifts in trends and demographics, is all critical in delivering value to the overall experience.”

The research reveals:

  • Maintain Exhibits: After a successful 2023, almost 80% of exhibitors plan to attend the same number of events or more in the next year.
  • Lean in on Lead Gen: The most important components of the overall event experience for exhibitors are:
    • 35% lead generation
    • 25% brand impact/awareness
    • 24% sales
    • 17% lead nurturing
  • Quality vs. Quantity of Leads: 93% of exhibitors believe that the quality of expected attendees is the most important outcome of an event, even when compared to external constraints.
  • All-Inclusive Packages: 64% of exhibitors agree that all-inclusive exhibit packages are the most important type of event organizer assistance.
  • Shifting Exhibitor Demographics: 46% of exhibit marketers are now female, 5% more than last year, while their average age has also gotten younger from 51 to 47.

Results of the Freeman Trends Report – Event Excellence by Design can be downloaded here. Learn more about Freeman at

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About Freeman
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

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