35 Statistics That Every Event Marketer Should Know

Brian Pesin on 8/5/15 9:20 PM

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Event marketing statisticsNew advents in technology, especially those that are internet or cloud-based, has 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!

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Social media


B2B


Event Technology

  • Event technology can help increase event attendance 20%, increase productivity 27%, and decrease costs 20-30%. (Enterprise Event MarketingTweet 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. (GuidebookTweet 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!


Experiential Marketing


Event Budget

  • 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


ROI


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.

 

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