11 Event Industry Stats Every Event Prof Needs to Know
The event industry is constantly evolving and as an event prof, we know you like to stay up on the latest trends and technology. That is why we’ve compiled a list of relevant event industry stats that will help you plan successful events for the upcoming year. From effective event marketing to what attendees really think about events, we’ve got the latest.
Here are 11 stats with a break down of how you can utilize each of them for your events moving forward:
1. 60% of marketers who organize conferences or networking events use event management software. (Bizzabo, 2017). Event management software has grown increasingly popular among event profs. Gone are the days of spreadsheets and notebooks thanks to event management software, which digitally manages all aspects of your event. As events grow, they need a platform that can not only manage all of the details, but also capture valuable attendee data that can be utilized by event profs and sponsors.
2. The reach of organic social media posts is between 2-20%. (Bizzabo, 2017). Organic posts are regular posts you make on social media that are free. If you’re using social media to market your event, you’re off to a good start. However, organic posts do not reach as many people as paid posts. Paid posts can include paying to boost your event on Facebook or paying for digital ads (PPC) to run on Google or Facebook. Event marketing is crucial to the success of your event and you want to make sure you’re getting the most out of your social platforms. To learn more about event marketing, click here.
3. 48% of event planners typically start planning for their event 6-12 months in advance. (Bizzabo, 2016). Almost half of all event planners start planning for the success of their event early on. This is crucial because an event needs time to have awareness and interest created around it. Many attendees take a good amount of time to research an event and then find people to go with before they actually purchase tickets. The last thing you want to do is try getting people interested in your event a week before it starts. With this in mind, we recommend running awareness and marketing campaigns 2-3 months in advance of your event. We manage digital ad campaigns for clients daily and the most successful ones we’ve seen start early.
4. 75% of event professionals who don’t use event apps intend to adopt them. (Event MB, 2017). Events are progressing and event technology needs to as well. Event apps are a key player in event tech right now and more and more event profs are beginning to use them. They aren’t going anywhere and it’s important to jump on board and get to know how they can help optimize your event. Change can be scary, but event apps are made with user experience in mind and most are easy to navigate.
5. 36% of event marketers said that their biggest challenge is increasing event registration. (Bizzabo, 2017). Every event prof wants more people to attend their event, it’s no secret. So how do we have our cake and eat it too? Here are a few tips to optimize event registration. Make it simple for attendees to register, have a clear and attractive landing page, and provide seamless ticketing.
6. 36% of event planners spend most of their budget on the venue, 34% on catering and only 10% on marketing. (Bizzabo, 2016). We understand that no two events are the same and neither are their budgets, so if you only have 10% to spend on marketing then make it the best marketing it can be. Here are some free marketing tips you can use so that you don’t have to break the bank: Make sure you have social media platorms set up for your event like FB, Twitter, and Insta. Establish your event hashtag and identify who your event influencers are and engage with them.
7. 60% of smartphone users are using their devices at social gatherings and events. (Event MB, 2017). Smartphones are great for capturing the attendee experience, they want to post pictures, videos, and their thoughts about their event experience. This is because smartphones are very interactive, which is why people like using them. This means that you want to make sure you have various interactive experiences available at your event. Whether it’s a selfie background or a fun social media contest, make your experience memorable. Make attendees want to post about it, it’s free exposure for you!
8. 30% of marketers believe that live streaming will impact events the most. (Bizzabo, 2017). Live streaming is the term used that describes the process of broadcasting real-time, live video footage or video feed to an audience accessing the video stream over the internet. It’s an effective way to have an event with thousands of potential attendees without the hassle of buying enough food, space, etc. To learn how to live stream your event, click here.
9. 35% of marketers look at revenue generated to measure event success. (Bizzabo, 2017). Event revenue is important, but it’s not the only measurement you should be using to determine an event’s success. A successful event should create loyal attendees and give them memorable experiences that they’ll continue to carry with them. You could have a high revenue event this year with no traction next year if you aren’t able to give attendees a reason to keep coming back. Memorable events earn attendees!
10. 50% of marketers say their primary reason for events are lead generation/sales and community building. (Bizzabo, 2017). Events really are an effective way to gain leads, but you want to be cautious about how you get that information. The last thing you want to do is be hounding your attendees to fill out forms or give their personal info. That is why the best way to get lead info is through the registration process. Event management software will not only help attendees register for an event but will also capture valuable data that can be passed along to vendors and sponsors. SpinGo’s event management software, Event Master, was recently used at Silicon Slopes Tech Summit and was able to not only provide seamless registration but also captured lists of attendee data that vendors were able to analyze and use for lead gen.
11. 91% of event professionals stated that increasing engagement at their events was an important priority for their organization. (Event MB, 2016). With audiences being bombarded by information and entertainment at all angles, boosting event engagement has become a high priority for many event planners. Attendee engagement is all about promoting meaningful interactions. This means doing things like engaging with influencers, using live polls, providing a mobile app, etc. To learn more, click here.
- Miranda is a Digital Marketing Specialist for SpinGo who has a passion for writing and events. With a solid background in communications, Miranda is focused on helping clients optimize their event marketing for maximum exposure. Miranda is skilled in digital advertising, SEO, and public relations.
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