New advents in technology, especially those that are internet or cloud-based, have significantly impacted marketing efforts cross all industries. In particular, many marketers have transitioned from using primarily traditional tactics like direct mail, and now take advantage of digital ones like social media and email marketing. These digital outreach methods are often less expensive, and are also easier to track and prove their returns.
Despite this trend towards digital, one interesting paradox remains: as internet and inbound-based marketing efforts continue to rise in popularity and efficacy, marketers across the US continue to cite live events and experiences as one of their most effective tactics. Further, the same marketers expect the impact of their events — and the long-term revenue they generate — to grow even more over the course of next couple of years. Without a doubt, this is because many new marketing and event technologies actually help to increase an event’s ROI, rather than finding suitable digital replacements for these important in-person engagements.
All that said, it's clear that brands' live events and experiences are here to stay. To show this, we’ve compiled a list of helpful statistics* that showcase some of the more common trends and themes that we’ve seen in the industry as of late. We’ve even broken them down into convenient categories, so you’ll be able to find the exact statistic you’re looking for, whether it’s to prove the importance of events to your boss, convince a client to increase the number of events or their event spend, or put together a great presentation for the next event marketing conference or board meeting at which you're speaking.
Last but not least, if you enjoy this post, or think that some of these event marketing stats are too good to keep to yourself, don't hesitate to use that "Tweet this!" link to the right of the statistic to share it with your audience too. Enjoy!
- 55% of US marketers use real-time marketing tactics to promote their events. (Wayin) Tweet this!
- 58% of US marketers use social media to engage their target audience during timely events as part of their real-time marketing engagement strategy. (Wayin) Tweet this!
- 88% of US marketers use social media to increase awareness about their events before they occur. (FreemanXP & Event Marketing Institute) Tweet this!
- 54% of US marketers use social media to relive highlights about their events after they have occurred. (FreemanXP & Event Marketing Institute) Tweet this!
- 51% of event professionals say the biggest challenge in using social media is how to use it effectively. (Event Manager Blog) Tweet this!
- 77% of B2B marketers use in-person events as part of their content marketing strategies. (MarketingProfs & Content Marketing Institute) Tweet this!
- 67% of B2B marketers think that event marketing is their most effective strategy. (WebDAM) Tweet this!
- 59% of B2B companies never charge for their events. (HubSpot) Tweet this!
- 87% of B2Bs use social media to promote events (the third most popular channel), and it ranks as the second most effective channel for event promotion, tying with websites at 68% of respondents. (Regalix) Tweet this!
- Most B2B companies spend 5-8 weeks planning an event. (HubSpot) Tweet this!
- Event technology can help increase event attendance 20%, increase productivity 27%, and decrease costs 20-30%. (Enterprise Event Marketing) Tweet this!
- Over 75% of marketers use email to promote their event, while 47% still mail invites. (HubSpot) Tweet this!
- 26.4% of marketers don’t know which online tool to use to help them market events. (HubSpot) Tweet this!
- 88% of event professionals said using an event app had a positive impact on attendee satisfaction, a key metric. (Guidebook) Tweet this!
- The average event uses five promotional methods to publicize the event. (HubSpot) Tweet this!
- Nearly 50% of marketers have trouble getting people to respond to event invitations. (HubSpot) Tweet this!
- 76% of marketers say their event and experiential marketing initiatives are integrated with their other marketing campaigns. (EventTrack) Tweet this!
- 65% of brands say that their event and experiential programs are directly related to sales. (EMI & Mosaic) Tweet this!
- 79% of brands say they will execute more event and experiential programs this year compared to last year. (EMI & Mosaic) Tweet this!
- Event marketing usually consumes 20-25% of a company’s marketing budget. (HubSpot) Tweet this!
- 58% of brands said they are being funded directly by corporate and not out of other marketing budget buckets. (EMI & Mosaic) Tweet this!
- Brands are increasing their event and experiential marketing budgets by 6.1% in 2015. (EMI & Mosaic) Tweet this!
Growth & Sales
- The US Bureau of Labor Statistics predicts that the event industry will grow by 44% from 2010 to 2020, exceeding most growth predictions for other industries. (US Bureau of Labor) Tweet this!
- 79% of event planners responded that they anticipate event revenues will be higher this year. (PlanningPod) Tweet this!
- Tradeshows and events are the second most effective tactic in a marketer’s mix, after their company website. (Forrester) Tweet this!
- 79% of US marketers generate sales using event marketing. (Statista) Tweet this!
- 87% of consumers said they purchased the brand's product or service after an event at a later date. (EMI & Mosaic) Tweet this!
- 83% of marketers cited increasing sales as their top event marketing goal. (Center for Exhibition Industry Research) Tweet this!
- 67% of CMOs believe that event ROI will be the primary measure of their events’ effectiveness in 2015. (IBM) Tweet this!
- 48% of event attendees say face-to-face interactions are more valuable today than two years ago. (Center for Exhibition Industry Research) Tweet this!
- 43% of event attendees believe the value of face-to-face interactions will continue to increase over the next two years. (Center for Exhibition Industry Research) Tweet this!
- 75% of companies with event budgets between $50-100 million say they expect an ROI of more than 5:1 for live event and experiential programs. (EMI & Mosaic) Tweet this!
- 48% of brands realize a ROI of between 3:1 to 5:1 with their events and experiences. (EMI & Mosaic) Tweet this!
- Over 86% of event marketers said attendee satisfaction is their best gauge on event success. (Guidebook) Tweet this!
- 74% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. (EMI & Mosaic) Tweet this!
Event marketers, which of these stats hit closest to home for you? Are there any awesome ones that we left off of our list? Let us know in the comments below to share your thoughts with us and the entire Event Farm family — or tweet us @eventfarm, as always!
*Two quick notes: Most, if not all, of these statistics came from independent studies with specific sample sizes, and do not necessarily reflect truths for the entire industry nation- or worldwide. Additionally, while these stats shouldn’t cause you to completely change your event marketing strategies, they may provide some insights that you can use to help improve some of your campaigns.