Published on March 6, 2014
Fascinating Event Marketing Stats
TABLE OF CONTENTS 1 Why Events? 2 Event Types 3 Event Planning 4 Event Promotion 5 Events & Fees 6 Event Marketing Challenges 7
This presentation is based on 2010 Constant Contact survey data from 931 respondents including 320 nonprofits, 304 B2B, and 307 B2C companies.
1 Why Events?
79% rank events as important to their business.
90% of nonprofits rank events important or very important .
B2B companies are least appreciative of events. 90% 78% 68%
2 Event Types
Top reasons to host events: #1 Educate #2 Generate Leads #3 Get Donations
IMAGE CREDIT: EUSKALANATO Educate ranks as the most important reason for hosting events.
IMAGE CREDIT: INTERSECTION CONSULTING Generate leads ranks as the 2nd most important reason to host events.
IMAGE CREDIT: PINKMOOSE B2C companies rate “Promote/Sell” more important than B2Bs and nonprofits do.
Most frequent types of events: Social Gatherings Classes
Most businesses hold educational events.
1 Educational Events 1 Classes Workshops Training Conferences Seminars
Importance of Events by Type
Nonprofits… …host more conferences than B2B & B2C combined.
14% of B2Cs hold conferences.
IMAGE CREDIT: COLETTE CASSINELLI B2B companies hold classes more often than other events.
IMAGE CREDIT: JEREMY BROOKS B2C companies hold social gatherings most frequently.
Nonprofits use more types of events.
3 Event Planning
Nonprofits spend the most time planning their events.
Most B2B companies spend 5-8 weeks planning an event.
4 Event Promotion
IMAGE CREDIT: RH1N0 Event marketing usually consumes ≤20% of budget.
are NOT SURE how much budget goes to events. 7.8%
is the average # of . promotional methods for events. IMAGE CREDIT: JOSEPH ROBERTSON
Email Most Used Event Promo Methods: IMAGE CREDIT: DARWIN BELL Word of Mouth My Website Mailed Invites
Email is used most often for event marketing.
40% use social media for event marketing.
Magazine ads are used least often for event marketing.
Only 11% use blogging for event marketing.
47% still mail invites. IMAGE CREDIT: ACME401
Ranking of Most Used Promotional Methods:
58.7% IMAGE CREDIT: ANI! are unlikely to rely on social media for event marketing.
Image credit: netzkobold
B2Bs are most unlikely to rely on for event marketing.
5 Events & Fees
IMAGE CREDIT: RANGERRICK Most companies don’t charge for events.
<10% always charge a fee.
59% of B2Bs never charge for events.
Nonprofits charge for events more than any other business.
6 Event Marketing Challenges
Biggest Event Marketing Challenges:
Nearly 50% to can’t get people respond to invites.
26.4% don’t know which online tool to use.
13.6% have no experience using online tools.
Nonprofits are more likely to use an online tool for event marketing.
7.9% Few respondents had difficulties collecting fees. 91
Learn more about event marketing in our webinar: www.HubSpot.com/events
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