Live event budgets are increasing, and with good reason. Still not convinced of the urgent need to create experiences? From business executives to consumers, meeting planners to marketers, the consensus is clear: The Experience Economy is here to stay. And these 10 stats prove it.

  1. 52% of survey respondents say event marketing drives more business value than other marketing channels.[i]
  2. More than two-thirds (67%) of B-to-B brand-side marketers are anticipating an increase in experiential budgets within the next year and a half, a full 17% boost from 2018.[ii]
  3. 71% of B-to-B customers want B-to-C like experiences.[iii]
  4. 73% of consumers (in the United States and United Kingdom) are more likely to purchase a product if they have participated in a brand experience.[iv]
  5. 78% of meeting planners have seen a significant increase in the demand for creating unique attendee experiences at their events.[v]
  6. 80% of consumers will not interact with a brand that does not offer personalized experiences.[vi]
  7. The majority (84%) of leadership (Vice President and C-Suite) believes in-person events are a critical component of their company’s success. This includes a 20% increase in leadership reporting as “very committed” to live events compared to the year prior.[vii]
  8. Over 90% of marketers agree that brand experience delivers strong face-to-face interaction and more compelling brand engagement.[viii]
  9. An amazing 91% of consumers say they have more positive feelings about brands after attending events and experiences.[ix]
  10. 93% of business executives say their organizations place a priority on hosting events, including 57% who give it a high priority.[x]

Ready to embrace the Experience Economy?

Sources
[i] The Event Marketing Evolution, Harvard Business Review Research Report
[ii] The State of Experiential: A Research Study, Agency EA, January 2019
[iii] Accenture, 2019
[iv] BizBash, What This Fake Brand’s Pop-UP Can Teach Us About the Power of Events, Ian Zelaya, April 22, 2019
[v] IACC, June 2019 Report
[vi] Accenture, 2019
[vii] The 2019 Event Marketing Report, Bizzabo
[viii] The State of Experiential: A Research Study, Agency EA, January 2019
[ix] Event Marketer, EventTrack, 2018
[x] The Event Marketing Evolution, Harvard Business Review Research Report

 

Sources
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