The best strategy to get people to attend your meeting? Focus your efforts on the education, says a new study.
The Decision to Attend Study – DTA2, a survey by the Experience Institute alongside meetings and conventions associations PCMA, IAEE, MPI, ASAE, and Destinations International, found that education is the top driver to get people to attend your meeting. In fact, 92 percent of respondents from all generations indicated that education is important, whether that education is gleaned from the formal program or the exhibit floor. A majority, 67 percent, indicated that keeping up and staying abreast of their industry or profession is very important.
The survey recommends that education be a strong component of the promotional message, regardless of generation or attendance frequency.
The destination is also key: 30 percent said it’s the deciding factor and 71 percent said it factors into their decision. Destination appeal, drivable distance and airlift are all factors, as is overall cost. Also mentioned was the importance of rotation and experiencing new places. The study also revealed that one-half of visitors are likely to bring others or extend their stay.
The third driver for attendees the networking opportunities during the event, which 62 percent cited as very important.
The Decision to Attend Study included 8,992 responses from a wide variety of meeting attendees. “This study proves that today’s attendees are seasoned, discerning consumers,” said Mickey Schaefer, FASAE, CAE, CTA, Founder & CEO of The Experience Institute.