Freeman Trends Report: What’s Keeping Audiences Away
Understanding what’s keeping your attendees on the sidelines.
Growing event attendance isn’t just about keeping your current audience happy. It’s about understanding the people who aren’t in the room yet.
The Freeman Strategy & Insights team surveyed nearly 20,000 respondents to uncover what differentiates non-attendees from recent attendees: what they value, what holds them back, and (most importantly) what would convince them to show up.
The findings are clear: This audience isn’t disengaged. They’re making a deliberate value decision. If they don’t see how an event will help them achieve their professional goals, they choose not to attend.
What You’ll Learn
Why value-for-cost perception is the #1 barrier keeping people away (and how to overcome it)
How non-attendee career priorities differ from current attendees
Which learning formats, networking structures, and expo hall experiences are most likely to turn a non-attendee into a first-timer
How to apply Freeman’s XLNC Framework to build an event strategy that speaks directly to your untapped audience
Download the report to find out what it takes.
Ready to close the gap between “never attended” and “wouldn’t miss it”?
