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Cvent and Edelman Intelligence have released new research underscoring the importance of meetings and events in driving sales, and delivering some key insights into what attendees want from their event experience. The new report, called “Inside the Mind of Event Attendees,” polled 3,000 event attendees in the U.S., UK and Germany to identify their attitudes and preferences regarding the event experience.
According to the report, nearly 70 percent of marketing leaders of marketing leaders say that events play a significant role in accelerating sales. In terms of what attendees are looking for in an event, the study identified three key areas:
Session Recommendations: The majority of respondents (59%) said that they would like to receive recommendations on sessions to attend based on their interests and past attendance. It also found that having to choose between two sessions being held at the same time was the third most stressful aspect of an event for attendees; since most attendees rely on session descriptions when deciding which sessions to attend, Cvent says that there is a significant opportunity for personalized recommendations.
Mobile Event Events: Three in four attendees report downloading an event app when they were informed one was available. Additionally, 53 percent of those who downloaded an event app said that they were likely to attend more events within the year.
Networking Opportunities: Among event factors that contribute positively to the overall event experience, in-person networking with other attendees was at the top, with 63 percent saying this contributed to an overall positive experience. One in five respondents reported receiving a new job offer as a result of a connection made at an event, while one in seven report meeting a significant other at an event.