Most tradeshow attendees want to spend more of their learning time on the expo floor and in other event spaces than in conference rooms, according to new research from Freeman.
The Freeman Trends Report, Unpacking XLNC: The Future of Adult Learning at Conferences and Tradeshows, Part Two, (download here) found that attendees would ideally spend 54 percent of their learning time outside formal sessions. Among tradeshow attendees, that figure rises to 64 percent.
The findings suggest that attendees view exhibitor conversations, product demonstrations, peer exchanges, and expo theater programs as part of the event’s education experience. As a result, organizers may need to plan learning across the entire event rather than focus mainly on conference rooms and keynote stages.
“Learning doesn’t begin when attendees sit down in a session, and it doesn’t end when they walk out of one,” says Ken Holsinger, senior vice president of strategy at Freeman. “Attendees are learning on the expo floor, in conversations with peers, through demonstrations and through interactions with subject matter experts. The opportunity for organizers is to intentionally design those experiences.”
Research draws on more than 3,300 respondents
The report includes responses from 3,319 people, including 2,508 attendees and 811 exhibitors. Attendee respondents were split evenly between conference and tradeshow participants.
The report lists a margin of error of plus or minus 2.1 percent for attendees and plus or minus 3.4 percent for exhibitors.
Networking and exhibitors rival formal sessions
The research found that attendees place similar value on several learning sources. Sixty-seven percent rated networking and conversations with other attendees or experts as valuable.
Meanwhile, 66 percent valued learning from exhibitors, and 60 percent valued general sessions, conference sessions, keynotes, and expo theaters.
However, the report does not argue that organizers should replace formal education. Instead, it describes the expo floor and other event spaces as added learning channels that can support session-room programming.
Attendees want useful, hands-on learning
Product discovery plays a central role in that broader view of learning. Seventy-six percent of attendees expect learning outside formal sessions to help them discover new products and solutions.
Attendees also cited useful ideas, practical information, peer conversations, and access to experts as important parts of the experience.
The research found that attendees want substance, not simply shorter presentations. Only 20 percent identified brief, bite-sized content as an important part of learning outside session rooms.
By comparison, 50 percent selected product discovery. Forty percent chose ideas they could share with colleagues, while another 40 percent cited information they could apply to their work.
Exhibitors take on a larger education role
Exhibitor-led expo theater sessions can also drive engagement. Seventy-two percent of attendees said those sessions helped them connect with subject matter experts.
In addition, 64 percent said the sessions often prompted them to visit an exhibitor’s booth afterward.
Freeman also found a gap between attendee demand and exhibitor planning. Eighty-five percent of exhibitors viewed access to subject matter experts at their booths as important.
However, only 61 percent placed the same level of importance on hands-on participation and demonstrations. Attendees rated both direct expert access and hands-on experiences highly.
Sponsored learning earns an open response
The report also examined sponsored education. Only 16 percent of attendees viewed sponsored sessions negatively. Meanwhile, 30 percent viewed them positively, and 54 percent held a neutral view.
Topic quality still matters. Sixty-six percent said they would attend a sponsored session when the subject interested them.
However, 61 percent said sponsored programs were more likely to feel like sales pitches. Therefore, the report advises organizers to disclose sponsorships, choose relevant topics, and feature presenters with strong subject knowledge.
Freeman recommends that organizers treat the expo floor as a separate learning channel. It also urges them to help exhibitors serve as educators, expand lead tracking beyond booths, and use registration data to learn what attendees hope to gain from the event.
Freeman provides event management, exhibit services, and audiovisual production for exhibitions, exhibits, and other live events. For more info, visit www.freeman.com.
Information sourced from Freeman. Edited by Exhibit City News for clarity, length, and style.
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