20 event planning stats for 2020

20 Event Planning Statistics for 2020

By Samantha Stallard, Director of Marketing & Business Development

From the Super Bowl to Cannes, Sundance to the iHeartRadio Music Festival, brands across the globe invested more money than ever into crafting personalized, creative events for their guests last year. As we look into the new year, custom events are huge financial wins for brands and, as Gen Z, the first generation of digital natives, becomes a more important consumer group, the need for seamless online ticketing experiences has become critical for venues and event organizers. 


Every year the Event Marketing Institute and experiential agency Mosaic sponsor a survey called EventTrack. It’s the largest (and pretty much only) event planning research done on an annual basis in which the results provide helpful insights into the effectiveness of event marketing and guest management. We pulled stats from that survey, as well as additional sources, essentially "bringing the receipts" to prove the importance of events, and guest management within those events, as part of your 2020 marketing strategy.

Get lost in the numbers and check out the full list below:

  1. Most marketers (31%) believe that event marketing is the single-most effective marketing channel. (Endless Events)
  2. The projected growth for meeting, convention and event planners is expected to increase 11% in the USA in the next five years. (The Bureau of Labor Statistics)
  3. 48% of event attendees say face-to-face interactions are more valuable today than they were five years ago. (Center for Exhibition Industry Research)
  4. 98% of users feel more inclined to purchase after attending an activation. (EventTrack)
  5. The events industry in the USA provides over 5.9 million jobs. (Oxford Economics and Events Industry Council)
  6. Social media (19.9% share) and email marketing (17.9%) have proven to be the most effective channels or tactics used to promote in-person events, followed by word-of-mouth (13.9%) and direct prospecting emails (13.2%). (Marketing Charts)
  7. 77% of marketers use experiential marketing as a vital part of a brand’s advertising strategies. (EventTrack)
  8. Event management/event automation software was ranked as the most important technology to achieving a successful outcome from events, followed by registration management and event & session check-in. (Marketing Charts)
  9. 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)
  10. Event technology can help increase event attendance by 20%, increase productivity by 27%, and decrease costs by 20-30%. (Enterprise Event Marketing)
  11. Enterprise organizations are more reliant on in-house marketing operations (73%) and event planners (68%) than they are on event marketing agencies (38%). (Marketing Charts)
  12. In a global survey of more than 700 business executives by Harvard Business Review Analytic Services, 93% of the respondents say their organizations place a priority on hosting events, including 57% who give it a high priority. Nearly as many (85%) say their organizations also prioritize sponsoring events. (Harvard Business Review Analytic Services)
  13. The survey – which received responses from close to 700 brand marketers – found that 88% are using event data and KPIs for marketing mix decision-making. (Freeman Data Benchmark Study)
  14. Personalization has always been important in event communications, but with event technology, it’s become even more actionable. According to Statista, the average email open rate for a personalized message was 18.8% versus 13.1% for one that was not personalized at all. (Event Manager Blog)
  15. The global business events sector supported more than $2.5 trillion of total output (business sales) last year. (Events Council)
  16. Guests attend corporate events for networking (82%), learning (71%), and entertainment (38%). Self-improvement is important to 37% and time out of the office is appealing to 16%. (EventMB)
  17. On average, Americans take 21 pictures during live events and share them on social media. (Event Marketer)
  18. Following a live experience, 38% of attendees visit the company’s website, 32% purchase its products or services and 30% use or wear an item with the brand’s logo on it, such as a t-shirt or pen. (Event Marketer)
  19. 78% of Americans agree with the statement, “If a company invited me to be a VIP at an event, I’d be a customer for life.” But that number increases to 88% among millennials. The same goes for a host of other stats, including how likely a consumer is to recommend a brand’s products or services after attending one of their events (30% overall, 45% among millennials). (Event Marketer)
  20. 90% of purchases are based on emotion. Research shows that 65% of consumers surveyed said live events helped them have a better understanding of a product, exceeding digital and TV ad efforts, and 74% of event attendees say they have a more positive opinion of the company, brand, product or service being promoted after the event. (P2Pi)

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