In an effort to learn more about the conferencing behaviours of Fortune 1000 executives, Goodman Lantern conducted a survey featuring 191 top-level panelists. Our main aim was to discover why these executives choose to attend certain business events, how they research upcoming conferences, and what motivates them to participate as exhibitors or sponsors rather than attending in an observational capacity. Determining the “Worth” of Attending an Event An overwhelming 62.6% of respondents choose to attend conferences based on the quality of marketing and communication received before the event. The second-most popular method, ranking in at 41.3%, of decision-making in this regard is learning about these events from peers and colleagues. Reasons for Attending an Event One of our main motivators in conducting this survey was to discover why Fortune 1000 executives attend certain conferences and events. Most of our panelists, around 68.9%, claimed that these events presented a wealth of networking opportunities – clearly a driving force behind making their decisions. The runner-up reason for attending events was to meet experts and speakers face-to-face, a motivating factor for nearly 31% of our panelists. At least 21.1% of the executives interviewed stated that they saw event attendance as a way to invest in themselves and their professional endeavours. Motivation for Sponsoring or Exhibiting at an Event According to 51.3% of our participants, industry reports and knowledge produced at the event form the bulk of their motivation for exhibiting at or sponsoring an event. The next-highest motivator, 39.9%, for our panelists was the quality of attendees. Additionally, 22.6% of our survey participants stated that a speaking slot was motivation enough for attending a conference. To view this presentation in its entirety, please follow this link: http://www.goodmanlantern.com/white-papers/

1. TOP LEVEL
EXECUTIVES
ATTENDING
CONFERENCES
October 2016

2. www.goodmanlantern.com/events-conferences/
In a comprehensive
research we interviewed
191 management
executives of Fortune
1000 companies, who
regularly attend business
conferences and events

3. WE ASKED EXECUTIVES:

4. www.goodmanlantern.com/events-conferences/
1: How do you determine if it's worth you attending a conference or event*?
41.3
62.6
13.1
23.7 22.6
0
18
35
53
70
Asking your peers /
colleagues
Quality of marketing and
communication received
Search for relevant
conferences on search
engines, e.g. Google.
Discover events by
reports, eBooks etc
discovered online
Advertising within media
including radio or
television
Answer Resp.
A1: Asking your peers / colleagues 41.3%
A2: Quality of marketing and
communication received
62.6%
A4: Search for relevant conferences
on search engines, e.g. Google.
13.1%
A5: Discover events by reports,
eBooks etc discovered online
23.7%
A6: Advertising within media including
radio or television
22.6% (2)
* Respondents were allowed to provide upto 2 answers, hence the
cummiltive % is higher than 100

5. www.goodmanlantern.com/events-conferences/
2: What are your reservations before selecting to attend an event*?
41.1
22.4
52.6
32.3
0
15
30
45
60
Will the conference help me develop better relationships?Will the conference help you generate quality sales leads?When you're out of the office, who is going to manage your responsibilities?Will the event help you and your team grow professionally?
Answer Resp.
A1: Will the conference help me
develop better relationships?
41.1%
A2: Will the conference help you
generate quality sales leads?
20.0%
A3: When you're out of the office,
who is going to manage your
responsibilities?
52.6%
A4: Will the event help you and your
team grow professionally?
32.3%
* Respondents were allowed to provide upto 2 answers, hence the
cummiltive % is higher than 100

6. www.goodmanlantern.com/events-conferences/
3: Why do you attend a conference or event related to your work/business*?
30.7
68.9
11.4 10.8
21.1
0
18
35
53
70
88
Meet experts and
speakers face-to-face
Networking opportunities
with peers
Break-Out of your
comfort zone
New tips and tactics for
work
Invest in yourself, your
career, and your
company
Answer Resp.
A1: Meet experts & speakers face-to-
face
30.7%
A2: Networking opportunities with
peers
68.9%
A3: Break-Out of your comfort zone 11.4%
A4: New tips & tactics for work 10.8%
A5: Invest in yourself, your career,
and your company
21.1%
* Respondents were allowed to provide upto 2 answers, hence the
cummiltive % is higher than 100

7. www.goodmanlantern.com/events-conferences/
4: What in the past made your conference or event experience memorable*?
52.2 51.8
34.2
12.7
0
15
30
45
60
Venue: Attending at a venue,
which has a ‘wow factor’
Promotional material: in the run
up to your event and after
Personalisation: at the event
like. Eg: a welcome note with a
goodie bag
Theme: which makes the
conference visually exciting and
different
Answer Resp.
A1: Venue: Attending at a venue,
which has a ‘wow factor’
52.2%
A2: Promotional material: in the
run up to your event and after
51.8%
A3: Personalisation: at the event like.
Eg: a welcome note with a goodie
bag
34.2%
A4: Theme: which makes the
conference visually exciting and
different
12.7%
* Respondents were allowed to provide upto 2 answers, hence the
cummiltive % is higher than 100

8. www.goodmanlantern.com/events-conferences/
5: What channels do you use to learn about the conference or event, before and after*?
30.7
53.5
30.4
42.4
0
15
30
45
60
Social media: Linkedin, Twitter
etc
Conference’s website and
blogs
eBook or brochure sent via
email
Material sent via post (snail
mail)
Answer Resp.
A1: Social media: Linkedin, Twitter
etc
30.7%
A2: Conference’s website and
blogs
53.5%
A3: eBook or brochure sent via email 30.4%
A4: Material sent via post (snail mail) 42.4%
* Respondents were allowed to provide upto 2 answers, hence the
cummiltive % is higher than 100

9. www.goodmanlantern.com/events-conferences/
6: How long before the conference or event, did you make the choice and pay to
attend?
42.1
27.9
21.7
8.3
0
13
25
38
50
1 year+ Between 6months and 1 year Between 1 and 3 months Under 1 month before
Answer Resp.
A1: 1 year+ 42.1%
A2: Between 6months and 1 year 27.9%
A3: Between 1 and 3 months 21.7%
A4: Under 1 month before 8.3%

10. DOWNLOAD THE COMPLETE REPORT (free)
http://www.goodmanlantern.com/white-papers/