Conference attendees are seeking more personalized and hands-on experiences when visiting tradeshow booths, according to a new report.
Unpacking XLNC: The Future of Commerce for Trade Shows and Conferences, a report released in late April by the events production firm Freeman, is based on a survey of approximately 1,000 conference and tradeshow attendees and approximately 1,000 exhibitors. The report found that a strong majority of attendees—58 percent—attend tradeshows to “discover new products/solutions,” and 74 percent of attendees say that in-person events are the best way to learn about those products.
But the report found that booths at tradeshows are largely falling short of meeting attendees' needs: 24 percent said they didn’t have an opportunity for hands-on interaction with products at an event.
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