Do This, NOT That: Marketing Tips with Jay Schwedelson LIVE From IMEX: What Attendees Really Want from Events! w/CEO IMEX Group Carina Bauer & Freeman SVP Ken Holsinger
Jan 22, 2026
Join Carina Bauer, CEO of the IMEX Group, and Ken Holsinger, SVP of Freeman, as they dive into what attendees really want from events. They reveal that it’s not about fancy extras; instead, meaningful connections and useful ideas matter most. Discover the striking disconnect between planners’ expectations and attendees' desires, plus insights on how peak moments drive retention. Learn why memorable swag often comes from simplicity, and explore fresh strategies to redesign events that truly engage and resonate.
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Experience Is Outcome-Driven
- Event experience should be judged by whether it helps attendees learn, network, and do business.
- Planners often confuse experience with flashy production instead of outcomes attendees value.
Design For Objectives First
- Design events around attendee objectives before adding 'fun' elements.
- Use coffee stations and activities only to amplify outcomes, not replace them.
Wow Moments Can Distract From Fundamentals
- Planners are distracted by costly 'wow' moments that don't move core objectives.
- Returning to fundamentals (learning, networking, commerce) can save money and improve outcomes.
