IMEX America serves as the go-to destination for event professionals worldwide. This year, we took our first leap into exhibiting, and while our booth was small, our impact was massive. Through our Experiential Vending Machine, we engaged attendees with unique swag and collected valuable data about their challenges, priorities, and engagement preferences. The data gathered from participants who visited our booth offers a clear picture of where the industry is heading and what professionals should focus on in 2025.
1. Event Formats: Conferences Still Lead, But Appreciation Events Are Rising
Among those who interacted with our vending machine, 53.9% of attendees focus on Conferences and Trade Shows, reaffirming the dominance of large-scale events. However, a notable 23.1% are turning their attention to Employee or Client Appreciation Events, signaling a growing focus on experiences that nurture relationships and celebrate achievements.
2025 Focus:
While large-scale conferences will remain a staple, there is a clear opportunity for companies to expand into more personalized, smaller-scale events that prioritize employee engagement and client appreciation. These events allow for deeper connections and can be designed to foster collaboration and morale, crucial as hybrid and remote workforces continue to dominate.
2. Primary Objectives: Brand Awareness is King, But Collaboration is Catching Up
32.9% of respondents said Driving Brand Awareness is their main objective, which aligns with the constant need for visibility in a competitive market. Interestingly, 22.5% identified Fostering Team-Building and Collaboration as a major priority, showcasing the rising emphasis on internal engagement and cohesion within organizations.
2025 Focus:
As the importance of corporate culture continues to rise, companies must focus on creating experiences that not only promote their brand but also foster collaboration and team-building. In 2025, expect more hybrid events blending brand promotion with team engagement—think interactive, collaborative activations that connect employees and clients in a meaningful way.
3. Biggest Challenges: Creativity is Non-Negotiable
The overwhelming majority of respondents (62%) cited Finding New, Engaging Ideas as their biggest challenge. With creativity in constant demand, event planners are eager for fresh concepts that stand out. Additionally, 15.5% of participants struggle with Staying Within Budget, indicating the continued need to balance innovation with cost-efficiency.
2025 Focus:
The challenge to captivate audiences with innovative experiences isn’t going away. In 2025, expect event professionals to prioritize experiential solutions that deliver both creativity and cost-effectiveness. Suppliers who can provide scalable, innovative options that maintain high engagement without breaking the bank will be the industry leaders.
4. Engagement Preferences: Hands-On and Competitive Activities Lead the Way
When asked about engagement preferences, 37.2% of attendees said Hands-On, Creative Activities resonate most with their audiences. This was closely followed by Competitive, Game-Based Experiences (22.9%), showcasing the value of interactivity in driving attendee engagement.
2025 Focus:
The future of event engagement lies in tactile, immersive activities that allow participants to actively participate. Whether through gamification, creative challenges, or interactive tech like VR/AR, event planners should focus on giving attendees opportunities to engage physically and mentally, ensuring deeper connections and memorable experiences.
What These Insights Mean for 2025
The data we collected from participants at our booth paints a clear picture of the evolving needs of event professionals:
Personalized, Smaller-Scale Events:
The rising interest in appreciation and team-building events signals a shift toward more intimate, relationship-driven experiences. In 2025, expect a continued focus on nurturing internal and client relationships through more personalized event formats.Hybrid Objectives:
Professionals are looking for ways to merge brand awareness with team-building. Expect events in 2025 to feature hybrid experiences that allow for both external visibility and internal collaboration, offering a more holistic approach to engagement.Creativity Meets Budget-Conscious Solutions:
The need for creativity remains high, but so does the pressure to stay within budget. Event suppliers that offer innovative, cost-effective solutions will thrive, particularly those that can prove ROI while delivering engaging experiences.Interactive, Hands-On Engagement:
With physical interaction and competition being top engagement drivers, events in 2025 will increasingly focus on immersive, interactive experiences. Whether through gamification or digital enhancements, event planners will prioritize activities that foster participation and leave lasting impressions.
