18 Stats Supporting the Value of Events

Meetings and events support main business goals like sales, leads, and awareness.Meetings and events create significant value for the companies and organizations that host them.  Value such as leads, sales, and greater awareness – core business goals of the topmost importance.  That’s why meetings are here to stay.

But don’t just take my word for it, because there’s a ton of research that says so.  Here is a slew of strong statistics, culled from the even longer lists assembled by the folks at Event Farm and Certain:

Meetings help companies achieve their core sales and marketing goals:

  • Trade shows and events are the second most effective tactic in a marketer’s mix, after their company website. (Forrester)
  • 87% of consumers said they purchased the brand’s product or service after an event at a later date. (EMI & Mosaic)
  • 83% of marketers cited increasing sales as their top event marketing goal. (Center for Exhibition Industry Research)
  • 79% of US marketers generate sales using event marketing. (Statista)
  • 74% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. (EMI & Mosaic)
  • 67% of B2B marketers think that event marketing is their most effective strategy. (WebDAM)
  • 65% of brands say that their event and experiential programs are directly related to sales. (EMI & Mosaic)
  • 64% of marketers use trade shows and events to source new prospects and business opportunities (Marketing Charts)
  • 63% of marketers use trade shows as a form of lead generation (Marketing Charts)
  • 58% of marketers believe that events and conferences are important ways to improve customer experiences of their services or products (E-Strategy Trends)
  • 51% of marketers surveyed believe that events strengthen existing customer relationships (Marketing Charts)
  • 46% of event managers view lead generation as a top reason to attend events (Exhibitor ROI at Tradeshows)

Meetings also help companies achieve other marketing and business goals:

  • 77% of B2B marketers use in-person events as part of their content marketing strategies. (MarketingProfs & Content Marketing Institute)
  • 76% of marketers say their event and experiential marketing initiatives are integrated with their other marketing campaigns. (EventTrack)

Marketers show their faith in meetings by continuing to invest in them:

  • 83% of B2B marketers are heavily invested in events (Marketing Charts)
  • 69% of B2B marketers consider in-person events effective (Sensible Marketing)
  • The US Bureau of Labor Statistics predicts that the event industry will grow by 44% from 2010 to 2020, exceeding most growth predictions for other industries. (US Bureau of Labor)
  • Event marketing usually consumes 20-25% of a company’s marketing budget. (HubSpot)

Use these awesome statistics to help justify your meetings and events, and to provide a little lift to your day, knowing that you are involved in an essential activity for growing your business.

If you’d like to see how you can create more engaging and interactive content using the wide variety of choices within our SocialPoint Audience Engagement System, feel free to contact us with questions or to discuss your event with one of SocialPoint’s Digital Strategists. We’ll help you generate greater attendee engagement at your events.

Written by

Samuel J. Smith is a thought leader, researcher, speaker and award winning innovator on event technology. In 2011, BizBash Magazine added Sam to its annual innovators list. Since then, Sam has won awards from Exhibitor Magazine, IBTM World, RSVP MN, International Live Events Association and MPI for innovation in event technology.