It’s the question on every planner’s mind—“Why?” What drives attendees to register, pack their bags, and make the trip to attend an event? Understanding the varied answers to this question will empower you to create personalized event-planning strategies.
This approach is one aspect of human-centric event planning, a perspective on the industry that emphasizes the human experience to maximize engagement, satisfaction, and connection. The better you understand your attendees, the more effectively you’ll create events that tap into your attendees’ intrinsic motivations. Before you tour that new venue or fill your schedule with keynote speakers, consider how these choices will fulfill attendees’ motives.
This article explores the primary motives for event attendance, from networking to inspiration and catering! Learn why your attendees make the trip so you can improve your planning.
Enrich their community.
It all goes back to the beginning! Why do humans like to gather? Because large communities of like-minded individuals create an irresistible—and essential—feeling of belonging. People attend events to connect with their community and expand it with new relationships.
Conferences, trade shows, and other event experiences bring people together from different locations, companies, and job positions, creating a melting pot of ideas that swirl around shared values and interests. In-person meet-ups build trust and foster more profound, lasting relationships.
Event planners looking to tap into this motivation will want to create dedicated networking opportunities. According to some studies, 52% of people prefer meet-ups organized around ways to meet professional challenges—schedule break-out sessions between keynotes where attendees can discuss ideas and help each other learn.
You can use AI tools for “professional matchmaking,” elevating the serendipity-driven networking of most event experiences with efficient technology. However, don’t underestimate the charm and benefits of serendipitous networking—another motivator of attendee behavior.
If you’re planning a destination event, organize fun experiences where attendees can meet people outside their industry roles. These “informal” networking opportunities break down barriers between people to foster unexpected connections.
Education & inspiration.
We all want to improve something, whether it’s an aspect of our business, networking skills, or marketing strategies. Conferences allow attendees to engage with thought leaders and emerging concepts to supercharge their personal and business growth. Education is another driver of attendee behavior.
Educational material can take many forms, such as a keynote speech, a panel discussion with industry experts, or a product demonstration. Guests know they’ll be exposed to industry data and research, possibly getting an edge on the competition with cutting-edge strategies. Demonstrations of tech trends and exposure to new tools empower attendees to expand their business and personal capabilities.
While attendees often go into an event experience with an idea of what they’re interested in, they also expect to be exposed to subjects they wouldn’t have otherwise sought out. Similar to the serendipity around networking, the unexpected encounter with interesting or beneficial information drives attendance.
Connecting directly with leading experts and speakers elevates the learning experience, allowing attendees to gain tailored insights and a personalized experience.
When scheduling sessions, consider that attendees prioritize the subject over the speaker. While a famous name is a great way to drive traffic, it won’t drive event registrations unless the subject is relevant to your attendees’ needs.
A touch of fun!
A business conference or trade show is the perfect excuse for a vacation! Many attendees seek that bleisure (biz + leisure) lifestyle and look forward to event experiences as a chance to explore a new city. Planning a destination event is a great way to entice attendees.
We spend enough time in the office! Destination events allow people to escape their 9-5 routine, see a bucket list locale, try new cuisine, or visit a historical site. Choose a city with natural appeal, like New York, Orlando, or Los Angeles, or go big with a European conference in London, Paris, or Amsterdam. The location should align with your attendees’ interests and the theme/goals of the event experience.
You can still create a unique experience closer to home. Schedule live entertainment to WOW attendees, providing an experience they can’t get anywhere else. A live painting, stand-up comedian, or, if you’ve got the capital and connections, a popular musician gives your guests the luxury of a “private” concert. Involve the local community by hiring local talent to expose attendees to new artists.
They also come for the food! Create a unique catering experience with locally-inspired cuisine or seasonal catering that treats guests to new recipes or timeless classics. Offer attendees alternative options to boost personalization and event inclusivity.
You don’t have to spend tons of money to entice attendees with fun. Swag bags filled with branded goodies are a cost-effective strategy for driving attendee behavior. Even if it’s just a hoodie, limited-time products increase the sense of urgency around your event.
Grow their business.
This goes hand-in-hand with networking. Event experiences are opportunities for individuals and brands to supercharge growth. While attendees can expand their network, they can also get face time with clients and customers, nurturing those crucial relationships. There is also the opportunity to meet investors and mentors.
Give attendees the chance to shine! If they view your event as an opportunity to gain exposure, they’re more likely to register and leave satisfied. Create opportunities for attendees to give small presentations or showcase their products. Interactions with customers allow brands to gain real-time feedback, gaining a deeper understanding of their customer base and how they can meet their needs.
Many will want to exhibit their brand in your event space to better connect with new and old customers. While there is a difference between exhibitors and attendees, there is also some crossover. Companies that exhibit at your event—or act as vendors and suppliers—may bring more company members as guests.
Other attendees are there to purchase new and exciting products. Entice attendees by highlighting key brands featured in your exhibit hall. Ensure this area is easy to navigate and provide maps so attendees can find what they want.
Know your attendees.
The more you know, the more you grow! Understanding the key motivators for attendee behavior will help you design personalized experiences that attract big numbers. Breaking down these motivators allows you to target each section within your planning.
Core attendance motivators
- Networking & community
- Education & Inspiration
- Business growth
- Catering experiences
- Bleisure & fun
- Exclusive/limited products
It’s easy to get caught up in the excitement of venues, travel, event budgets, and other logistical decisions. However, by taking a human-centric approach that addresses the core attendee motivators (their “why” for attending), you’ll design an experience that more effectively fulfills their needs, increasing satisfaction and leading to higher registration rates.
While this article is a helpful baseline, you can enrich your audience’s understanding by seeking attendee feedback. Figure out where they were satisfied and where they were left wanting. Collect and compare this data yearly to track your growth and find persistent problem areas.
Now that you know why people attend events, it’s time to move on to the next step in your event planning—everything else!
