Events hold an immense amount of power in the business world.
If you believe there are plenty of better and more effective marketing tactics than events, then these statistics are sure to shock you. The event marketing industry is growing at a rapid pace due to the fact that consumers are more invested in experiences than ever before.
Forget about the out-dated reputation events often hold about being excessive and too expensive, and focus on the fact that there is absolutely no denying how crucial face-to-face interactions are when building relationships and making connections, especially in business.
The experiences your customers have when they’re able to engage with your brand in-person is an invaluable aspect of the customer journey that leads to higher sales, retention, and loyalty.
Event industry statistics in 2019
The significance of an experience is just the beginning, which is exactly why staying up to date with the latest trends and statistics in the event industry is crucial for every marketer, executive, and event planner alike to ensure they stay ahead of the competition.
This article will walk you through the most important event industry statistics you’ll want to know for this year and beyond.
Curious about a specific event category? Jump around to whichever topic piques your interest:
67% measure ROI based on attendee satisfaction. (EventMB)
52% measure ROI based on staying within budget. (EventMB)
51% measure ROI based on the number of registrations. (EventMB)
29% of event marketers agree that increasing revenue from their event strategy was the greatest challenge. (Bizzabo)
The top metrics marketers agree are best for quantifying event value are: new referrals and introductions, quality and quantity of leads, deal closure, value of sales, and upsell and cross-sell opportunities. (Marketing Charts)
Social media at events statistics
58% of marketers use social media for the purpose of marketing before, during, and after their events. (EventMB)
47% of event planners have a dedicated social media team. (EventMB)
30% of event planners don’t have anyone to take the lead on social media. (EventMB)
14% of event planners use interns to handle social media at events. (EventMB)
10% of event planners outsource their social media duties at events. (EventMB)
52% of events have engagement on social media several times throughout the day. (EventMB)
Used by 88% of event planners, Facebook is the most popular channel to be active on. (EventMB)
Used by 80% of event planners, LinkedIn is the second most used channel. (EventMB)
Used by 60%, Twitter is the third most popular social channel. (EventMB)
Used by 58%, Instagram is the least used social media channel by event planners. (EventMB)
At 89%, social media is most used for pre-event engagement. (Event MB)
At 49%, social media is used to engage attendees during the event. (Event MB)
At 13%, social media is used for interaction with speakers during educational sessions. (Event MB)
At 38%, social media is used as a tool to receive feedback. (Event MB)
50% of event planners use paid advertising on social media for their events. (EventMB)
87% of companies believe that attendees share event experience on their social media accounts. (Freeman XP & EMI)
25% of traffic to ticketing and registration pages comes from social media. (Eventbrite)
63% use influencer marketing as part of their social strategy for events. (Eventbrite)
Event software statistics
40% of all event planners use event management software. (EventMB)
223 hours per year is the average time saved by businesses using event software. (Bizzabo)
58% of B2B companies use event software at their events. (Bizzabo)
Companies using multiple event software solutions have 2x more problems demonstrating event ROI than companies with one integrated event software. (Bizzabo)
80% of professional organizers planning B2B events use event management software. (Frost and Sullivan)
At 79%, the most important factor in event management software is support. (EventMB)
At 78%, the second most important factor in event management software is the features it has. (EventMB)
54% of B2C companies use event software at their events. (Bizzabo)
At 69%, analytics ranks number three for the most important factors of event management solution. (EventMB)
74% of event planners use event technology from all different providers rather than an all-in-one solution. (EventMB)
Event management and event automation software is ranked as the most important technology for achieving a successful outcome at events. (Marketing Charts)
TIP: Looking for specific software to help you with your next event? Take a look at the best event management platforms on the market!
73% of event planners work with hotels in 2018. (EventMB)
57% of event planners work with conference centers. (EventMB)
53% of event planners work with unusual venues. (EventMB)
69% of event planners choose venues based on word of mouth recommendations. (EventMB)
58% of event planners use search engines to find venues. (EventMB)
34% of event planners use online listings and marketplaces to find venues. (EventMB)
52% of event planners are the most frustrated by slow responses from venues. (EventMB)
47% of event planners are most annoyed with high prices at venues. (EventMB)
44% of event planners are most irritated by poor WiFi at venues spaces. (EventMB)
$12,000 is the average sponsorship amount. (Sponsez)
75% of sponsors are constantly looking for new partnerships. (Sponsez)
70% of marketers agree that the need to validate results from event sponsorship has increased over the past 2 years. (Marketing Profs)
The most popular types of events that B2B companies sponsor are industry trade shows and conventions, conferences, seminars, business or channel partner events, and thought-leadership workshops. (Harvard Business Review Analytic Services)
Do you have what it takes to keep up? The event industry will continue to gain power and influence in the business world as new technologies, trends, and innovations emerge. These statistics prove that not only are events one of the most important tactics for any business strategy, but face-to-face interactions will always be a crucial element for cultivating and strengthening customer relationships–and events are the best way to do it!
Hannah is a former Content Marketing Associate at G2. She graduated from the University of Missouri with a degree in Journalism. In her free time, Hannah enjoys running with her dog, Teddy, traveling to new and exciting places, and capturing the beautiful places she travels to with her DSLR camera. (she/her/hers)