Which do you prefer? In person or virtual events?
The Professional Convention Management Association, UBM Studios, and the Virtual Edge Institute released a joint report, revealing the business motivations and social behaviors of attendees and exhibitors when participating in physical or online events.
Michael Doyle, executive director of VEI, says that “…Too often the argument centers on how face-to-face or virtual best delivers on an event experience… there are significant similarities… (but) fundamental differences… regardless of format… this report will help… look at the combined effect of wrapping a digital event strategy around physical events and meetings… ”
Regardless of format, people have the same drivers for attending an exhibit hall, seeing ‘what is new’ is the number one motivation by far. Gathering relevant product and company information as well as gaining access to subject matter expertise are all clustered in second place. Demos and application education are highly sought as well.
Motivation Importance For Trade Show Attendance (% of Respondents) | ||||||
Virtual Exhibition Hall | In-Person Exhibition Hall | |||||
Not Motivate | Possible Motivate | Will Motivate | Not Motivate | Possible Motivate | Will Motivate | |
Get company/product solution for review | 10% | 51% | 39% | 8% | 47% | 45% |
See how company can help | 9 | 52 | 39 | 9 | 54 | 37 |
See demo or product | 10 | 44 | 45 | 7 | 48 | 44 |
Talk to sales person | 63 | 33 | 4 | 51 | 40 | 9 |
See what is new | 5 | 41 | 55 | 1 | 28 | 70 |
Talk to expert | 13 | 47 | 40 | 9 | 45 | 45 |
Source: PCMA, UBM Studios and VEI Study, July 2011 |
Attendees continue to show interest in virtual events due to the value of the content provided and the ease-of-use or access with virtual environments. As expected, content is king with 97% of respondents saying that compelling content is important or very important, as is an easy-to-use environment, Interestingly, the ability to ‘ask questions and participate actively’ also scored 90%. The drivers to attending virtually include reduced travel costs and hassles and minimizing time away from family/office.
Importance of Factors in Determining If Virtual Event Worthwhile to Attend | |
Factor | %of Respondents Saying Important |
Content compelling | 97% |
Easy to use virtual environment | 90 |
Participate actively | 90 |
Eliminate travel costs and hassle | 88 |
Time “away” | 87 |
Maintain relationships | 70 |
Make new contacts | 68 |
Knowing attendees | 58 |
Earn certification/license | 58 |
Acquire new business | 58 |
Source: PCMA, UBM Studios and VEI Study, July 2011 |
Compared to their online counterparts, in-person participants are just about as likely to be checking email or leave a meeting/session for some reason. Online attendees are significantly more likely to take a phone call during a presentation than physical attendees. Though both physical and virtual attendees admit to surfing the web or shopping during a presentation, it’s more common amongst online attendees.
Personal Behaviors and Actions At Events | ||
Attendance Online | Attendance In-Person | |
Action | % of Respondents | % of Respondents |
IM’d due to boredom | 26% | 18% |
Shopped/surfed on web | 42 | 28 |
IM’d to share info | 33 | 28 |
Texted/Tweeted from boredom | 32 | 35 |
Taken phone call | 66 | 48 |
Texted/Tweeted to share info | 41 | 51 |
Left meeting/session | 68 | 65 |
Traded contact info | 33 | 78 |
Checked email | 83 | 81 |
Source: PCMA, UBM Studios and VEI Study, July 2011 |
Though physical meetings and events are beginning to show signs of recovery, delegates remain largely unchanged in their plans for traveling to these events. As high as 78% plan the same amount of travel over the next 12 months.
When asked why respondents would attend a physical event over an online event, the primary motivations were related to networking and collaboration: meeting with speakers/experts/colleagues, meeting customers/prospects, and to collaborate more effectively.
Primary Reasons for Attending In-Person (Versus Virtual) | |
Reason for In-person Attendance | % of Respondents |
Meet speakers/experts/colleagues | 68% |
Meet customers/prospects | 56 |
Collaborate effectively | 52 |
Easier to collect/absorb information | 49 |
Present content | 37 |
Combine work and personal travel | 37 |
Source: PCMA, UBM Studios and VEI Study, July 2011 |
For those who exhibited at conference and tradeshows, the main motivations cited for exhibiting included: brand awareness, new business development, educate market on products/solutions, new lead generation, and thought leadership.
Motivations for Exhibiting at Trade Show (% of Those Who Have Exhibited) | |
Motivation | % of Respondents |
Brand and product awareness | 68% |
New business development | 65 |
Educate on products/solutions | 62 |
New lead generation | 57 |
Thought leadership | 51 |
Generate immediate sales | 25 |
Source: PCMA, UBM Studios and VEI Study, July 2011 |
Deborah Sexton, President and CEO of PCMA, concludes that these findings show “… a tremendous opportunity for meeting and event practitioners and virtual event vendors to come together on common ground… together… the conversation (can move to) provide a richer experience that engages the visual and auditory senses… and ultimately delivers definitive business results… ”
And Kate Spellman, President, UBM Studios, says “… virtual events can compliment an organization’s marketing and business objectives while also expanding the overall audience experience… ”
To access a copy of the “Business Motivations and Social Behavior for In-Person and Online Events” report, please visit here.