Effective training experiences for event attendees include interactions with experts. Photo Credit: Adobe stock/Drazen
When asked where attendees go for training and professional content,
most receive training and professional content in person, according to
the Freeman Trends Report 2024, which offers a comprehensive behavioral
and intent assessment of B2B events in the industry.
This story, which examines the opportunities of in-person learning at
events, and the pitfalls to avoid from the Report, is part two of several in a series under the Industry Reports section of M&C Asia.
What appeals
Attendees want to make the most of in-person learning with hands-on
demonstrations and activities. Attendees get the most value from
in-person learning opportunities when they incorporate these activities.
Next on the list is unstructured interactions with experts and
printed materials. Offering pre-recorded video demos and other online
learning materials ultimately defeats the purpose of in-person learning.
These passive activities are easier to execute and often included at
in-person events, but the most valued educational content actively
immerses and engages participants.
The top factors that most positively influence attendees’ learning
experience are experiential learning such as learning from experts,
participatory learning and activities, and informal meetings with
experts. These types of interaction are much preferred to formal
roundtable discussions and audience hall-style sessions, indicating that
attendees prioritise interactions that facilitate face time with
experts in their field.
How to use online events
For online events, access to educational content and overall
convenience reign. One may think that connecting with fellow
professionals around the globe is a major value-add for online events,
but the Report claimed that attendees would rather connect with peers in
person.
Hence, it is recommended that when it comes to general education
sessions, lectures should be reserved for online formats and planners
should take advantage of what learners can get only when they meet
in-person.
Networking advice
Expert interaction is important when it comes to networking, too, as
attendees are less interested in discovering new career opportunities,
and obtaining or providing mentoring.
Instead, they view networking as the most valuable when they can
exchange ideas with peers, meet new people, and speak with industry
experts who may otherwise be out of reach.
Attendees want to connect with peers over shared challenges and
specific topics. Content is critical when it comes to networking.
Attendees want to bond with peers over shared professional challenges
and topics.
Short meetings over hors d’oeuvres or with an on-site ambassador at a
phone charging station can be useful ancillaries, but they are not
sufficient on their own. Event attendees would be better served if
organisers devoted more time to valued forms of networking and reduced
their efforts on less-desired elements. Among the top on their list are:
· Similar professional challenges meet-ups
· Topic-specific meet-up opportunities
· Scheduled common interest meet-ups
· Areas where informal networking can occur
· After-hours events
· Personal interest meet-ups