Nearly three-fourths of event attendees prefer in-person formats, while 50% opt for hybrid and 41% for virtual, new research revealed. In addition to event format preferences, the findings — presented by event management platform RainFocus — also highlighted the importance of an event swag strategy and explored generational differences in event attendance.
Specifically, 77% of Gen Z and 63% of Millennials were at least somewhat likely to travel for events, compared to just 34% of Boomers. And as for the swag they prefer, 25% of respondents said that notebooks and planners are the most valuable swag items, followed closely by tech items at 19%. Nearly half (49%) preferred traditional giveaways (such as merchandise or drinkware) over digital giveaways, with Gen Z the only generation noting a preference for digital options (such as gift cards or online services).
Further, Gen Z (55%), Millennials (56%) and Gen X (52%) found more value in premium event giveaways such as an iPad or speaker and were more likely to visit a booth or participate in a survey for the chance to receive a premium item. The survey also uncovered that 82% of respondents keep their giveaways for at least one month after an event, and 31% keep an item for more than a year.
“It’s crucial for marketers to understand generational preferences and differences in corporate settings. As younger generations continue to make their way into the business world, marketers need to tailor experiences that resonate with each group to ensure higher engagement and satisfaction,” said Ashleigh Cook, CMO at RainFocus, in a statement. “When planning corporate events, event planners and marketers should recognize and understand the different values of each generation to create a unique, inclusive event that drives collaboration, innovation, conversion and overall success.”