Recent research by Freeman indicates a shift in focus for in-person events, with business outcomes taking precedence over education and networking. Events are considered the most reliable avenue for product discovery and sales. Due to tighter budgets and reduced attendance, the necessity of delivering clear ROI is paramount; if events aren't essential, they might be skipped. Feedback shows that personal interactions and tactile experiences significantly enhance attendee trust and decision-making, even among younger generations who typically rely on digital platforms for product discovery.
Face-to-face events are today's public square. As uncertainty grows along with the challenges of AI and disinformation, gathering together and having conversations in person fosters trust.
If your event isn't a must-go, it's a no-go. You really need to focus on being the best event in your category in this environment.
Eighty-four percent of respondents say interactions with experts about specific products are critical to decision-making. Attendees want credible, detailed information they can't find online.
When attendees can test products, talk to experts, and evaluate fit in real time, it builds trust faster.
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