Live events are back in full swing, and event planners are working hard to understand what factors influence potential attendees' decisions. What makes someone say, "Yes, I'll go" or "No, I'll pass" when it comes to attending a live event? To get a better sense of what truly matters, we asked a group of experienced event planners, marketers, and attendees to weigh in. The result? A variety of perspectives that uncover the key factors people consider when deciding to attend.

Personalization Drives Event Attendance Decisions

Kimberly Hardcastle, President at mdg, emphasizes that attendees care most about how well an event meets their personal needs. These needs can vary greatly depending on their career stage, their industry, and their reasons for attending—whether it's to learn, buy, network, or find inspiration.

As an event marketer, your job is to pinpoint these needs and tailor your messaging to align with them. While many might assume that aspects like the size of the event or the number of sessions are key selling points, Kimberly firmly believes that attendees don’t care about those metrics. What they crave is personalization. Make sure your event speaks directly to an attendee’s goals and interests to make it a must-attend.

Importance of Quality Speakers, Networking Opportunities, and Event Activities

Dana Johnston, Vice President of Client Partnerships at EMC Outdoor, breaks it down into three core elements: quality speakers, networking opportunities, and fun activities.

1. Speakers: Attendees want to hear from thought leaders and experts who bring value. Well-known, respected speakers are often the deciding factor when attendees pitch the event to their bosses.
2. Networking: People want to reconnect with colleagues, form new connections, and possibly meet future employers. The opportunity to meet face-to-face with others in the industry is a huge draw.
3. Fun Factor: Everyone loves a good time! Whether it’s exploring tourist attractions at the event’s location or participating in organized social events, the fun aspect is often the tipping point for people deciding whether to attend.

How Event Experiences and Content Influence Attendee Decisions

Michael Hoffman, CEO of Gather Voices, believes it’s all about the content and experience. When considering whether to travel to a live event, attendees weigh the entire package.

While learning opportunities are a major factor, traditional classroom-style learning is no longer enough. The entire event experience, including the content, networking, and the event’s destination, plays a critical role. For example, Cleveland’s Rock & Roll Hall of Fame added to the excitement of the ASAE 2024 event and gave attendees an additional reason to be there. According to Michael, combining these elements into a cohesive experience is the future of live event planning.

The Role of Growth and Emotional Connection in Event Attendance

Joel Resnik, CRO of Gather Voices, highlights two major areas that influence why people choose to attend live events: personal and professional catalysts and emotional experiences.

1. Catalysts for Growth: Attendees are often looking for that spark or boost that will accelerate their career or help their organization meet key objectives. The value attendees receive—whether for their personal growth or professional advancement—is a significant factor in their decision-making process.
2. Emotional Connections: Emotional and memorable experiences at events can create lasting impressions. When people leave an event feeling connected, inspired, and energized, they're much more likely to return in the future.

How Networking, FOMO, and Inclusivity Influence Attendance Decisions

Rita Chaher, CEO of Canapii, offers valuable insights into what drives attendance for both in-person and remote events.

1. Networking and the Power of FOMO:
2. Attendees often ask, “Who else will be there?” Knowing that peers, competitors, or industry leaders are attending creates a strong sense of FOMO (fear of missing out). Beyond the agenda, people are drawn to opportunities to meet key personalities and engage in unique experiences—like a paddleboarding session at one event that was so popular, some attended just for that activity.
3. Inclusivity and Engagement in Remote Events:
4. For virtual events, short, focused presentations (no more than 20 minutes) are crucial to maintaining engagement. Remote events also foster greater inclusivity—Canapii reported a 25% increase in female attendance, highlighting the flexibility virtual participation offers.

By balancing in-person networking with remote accessibility, event planners can meet diverse audience needs, creating compelling, inclusive experiences that drive attendance.

Event Planning Strategies: Create Events Attendees Can’t Miss

Attendees are drawn to events that offer personalization, valuable content, networking opportunities, and memorable experiences. Whether it’s the FOMO from in-person networking or the flexibility of remote attendance, people prioritize events that align with their goals and provide meaningful connections.

To succeed, planners must strike a balance between immersive in-person experiences and accessible virtual participation. Tailoring your event messaging to these motivators ensures your event stands out.

Hear directly from event leaders on what drives attendees to show up, and discover how these insights can transform your event strategy, click the image above or access the full gallery here.

At Gather Voices, we make it easy to capture authentic attendee perspectives that elevate your event marketing. With our platform, you can co-create video content directly with your attendees, giving them a voice while boosting engagement. Let us help you bring real stories to life and showcase why your event is worth attending. Schedule a demo today.