Exclusive: Unpacking The Latest Freeman Trends Report with Ken Holsinger

At IMEX America 2025, TSNN's VP pf Group Content Danica Tormohlen sat down with Freeman’s SVP of Strategy to find out what trade show organizers need to know about trends in attendee objectives, the impact of experiential marketing, and the need for personalization in event planning. Join us as we delve into a detailed discussion on how trade show's organizer can enhance attendee experiences by focusing on core objectives like learning, networking, and commerce. Discover the critical insights from recent research, understand the impact of generational shifts, and learn the importance of personalized experiences to increase event retention rates. This conversation uncovers the disconnect between planners and attendees, emphasizing the need for clear, objective-driven programs that resonate with the modern event-goer. 00:00 Introduction and Key Takeaways 00:29 Generational Shifts in Trade Shows 02:15 Understanding Attendee Objectives 02:54 Personalization and Engagement Strategies 05:36 Challenges in Retaining Attendees 06:56 The Role of Memorable Moments 07:50 Leveraging AI and Open-Ended Research 12:36 Socioeconomic Factors and Event Types 17:02 Empowering Planners with Data 22:57 Conclusion and Final Thoughts