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.

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. www.goodmanlantern.com/events-conferences/
7: What will motivate you to consider exhibiting or sponsoring the conference or
event*?
18.7
39.9
51.3
22.6
11.7
0
15
30
45
60
Quality of marketing and
communication received
Quality of attendees Industry reports and
knowledge produced at
the event
A speaking slot An opportunity to publish
an article in the reports or
marketing material
produced
Answer Resp.
A1: Quality of marketing and
communication received
18.7%
A2: Quality of attendees 39.9%
A3: Industry reports and
knowledge produced at the event
51.3%
A4: A speaking slot 22.6%
A5: An opportunity to publish an
article in the reports or marketing
material produced
11.7%
* Respondents were allowed to provide upto 2 answers, hence the
cummiltive % is higher than 100

11. www.goodmanlantern.com/events-conferences/
8: How would you like to receive reports or sector specific materials from the conference or
event?
79.2
12.1 8.7
0
20
40
60
80
100
Via email Via post (snail mail) i.e. a hard copy I prefer not to receive any information
Answer Resp.
A1: Via email 79.2%
A2: Via post (snail mail) i.e. a hard
copy
12.1%
A3: I prefer not to receive any
information
8.7%

12. www.goodmanlantern.com/events-conferences/
9: Do you remember the sponsors of the last conferences or events you attended?
72.2
27.8
0
20
40
60
80
Yes No
Answer Resp.
A1: Yes 72.2%
A2: No 27.8%

13. www.goodmanlantern.com/events-conferences/
10: Do you remember the event organiser (Company's name) of the last few events you
attended?
69.8
30.2
0
17.5
35
52.5
70
87.5
Yes No
Answer Resp.
A1: Yes 69.8%
A2: No 30.2%

14. www.goodmanlantern.com/events-conferences/
Overview:
Goodman Lantern is a fresh approach to Market Research and Develops
Engaging Content including white papers, market research, eBooks and more.
Using innovative technology and distributed teams, our services reduce costs by
66% and increase speed of project delivery by 5x.
Whether you are a Corporate Conference Organiser, Event Manager or
Producer, Goodman Lantern recognises that attracting attendees and
exhibitors is paramount.
Goodman Lantern develops a far-reaching yet customised eBook or white
paper specifically aimed at your attendees. We do not charge the event
organisers for the content yet instead, we work with them to develop a
sponsorship package and acquire a percentage. As part of the process,
our team of experts create high-value content, both via our internal
research and your potential attendees, which is engaging and can be
launched at or before the event as part of the marketing initiative.
Connect with US
hello@goodmanlantern.com
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Our Team
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15. THANK YOU