We spend a lot of time discussing event planning, but do we know why people attend events in the first place? Also, isn’t everything happening on the socials these days?
Nope.
Turns out that—although the web has made online events possible—people are still social creatures that prefer human contact from time to time.
That’s why the events industry is steadily growing with no signs of slowing down anytime soon. If anything, technological advancements have enhanced rather than replaced events.
Who saw that coming?
Let’s look at why people attend events in the flesh. Although there are many individual motivations, we’ve boiled it down to seven main reasons.
1. Networking
Video calls have replaced the need for many physical meetings. But real face time is still important when it comes to bonding with industry peers and making valuable connections.
How organisers can benefit from it
The more connections your attendees can make during your event, the more valuable they’ll perceive it to be. Make sure you facilitate networking breaks, drinks, lunches, and dinners.
Tip: Read these tips on how to facilitate networking at your next event.
Types of events best suited for networking
Trade shows, conferences, and workshops are typically known for networking opportunities. But other event types, such as classes, can also benefit from a separate networking segment.
2. Education
You can learn pretty much any skill online. But events offer an interactive environment where people can learn new skills that will benefit them in their life, studies, or future career prospects.
How organisers can benefit from it
Your event will permanently be lodged in the minds of your attendees if they walk away from it with a brand new skillset. Make sure that you offer them an opportunity to grow as a person.
Tip: Use this guide to help you integrate learning into your existing event format.
Types of events best suited for education
Seminars, classes, and workshops are among the most educational types of events. But a wine tasting event could also teach attendees about the different grapes and glasses, for example.
3. Inspiration
Inspiration can be found in many places, but an event takes it to a whole new level. Being inspired as a group fosters a mutual bond and can also be a call to collective action.
How organisers can benefit from it
Few things can inspire people like a talented performer, speaker, or coach. Having such a person at your event can create an electric atmosphere that lingers for a long time after.
Tip: Learn how to put an inspirational spin on an otherwise dull event.
Types of events best suited for inspiration
Speaking engagements, music concerts, and other performances can easily inspire a crowd. But you can add an inspirational element or speaker to any event as an opener or closer.
4. Recognition
If inspiration fuels creativity, then recognition fuels confidence. Most people appreciate being recognised for their efforts, particularly if it’s for something they’ve worked really hard for.
How organisers can benefit from it
Organise an award ceremony or include a small element of recognition in your event if it has a different focus. Your attendees will leave your event with a sense of achievement and pride.
Tip: Use some of these ideas for how to show employee recognition during an event.
Types of events best suited for recognition
Apart from the actual award shows, any type of event can incorporate a small challenge with a prize at the end. Think cooking classes, trade show contests, and community event competitions.
5. Treats
There’s no such thing as a free lunch…unless it’s included as part of an event that your boss paid for you to attend. Sometimes, a free treat or a goodie bag might just be the reason why people attend events.
How organisers can benefit from it
Industry events can be tedious for employees, so make sure you include a nice meal, plenty of drinks, and free swag that your attendees can bring home with them to remember the event.
Tip: Check this Pinterest board with ideas for treats and snacks you can serve.
Types of events best suited for treats
Exhibitions and trade shows typically have goodie bags. But any event with long speaking sessions could also benefit from the odd appearance of snacks, drinks, and other treats.
6. Escapism
Anywhere can seem like a great escape from the 9–5 office rat race. Many employees would welcome the opportunity to see somewhere new and exciting without any cubicles.
How organisers can benefit from it
Choose a location that is as far removed from the settings of everyday life as possible. If the venue is otherwise bland, then spice it up with a theme and decorate to your heart’s content.
Tip: Find some tips on how to make an otherwise boring event more fun.
Types of events best suited for escapism
Music festivals, yoga retreats, and tours are the epitome of escapism. More mundane events could potentially be broken up with a quick tour to another place using virtual reality.
7. Marketing
Although perhaps not applicable to the average attendee, events are a great way for business owners and sole traders to market themselves to their target audience.
How organisers can benefit from it
As with networking, it’s important that you facilitate marketing at your event. You could, for example, allow attendees to make small presentations or leave a stack of business cards.
Tip: Look at tips for promoting yourself at events so you can help attendees achieve their goals.
Types of events best suited for marketing
It’s mostly relevant to business professionals, so think conferences, trade shows, seminars, industry meet-ups, and round table discussions.
Time to capitalise
Any savvy events organiser knows that knowing is half the battle. If you can tap into the inner motivations of your target audience, you know exactly which treats to serve them.
So do you know why people attend events like the ones you put on? Spend some time researching their reasons and optimise your events to deliver the right experience that makes them come back.
Know of any reasons that we’ve missed? Let us know in the comments below!