2024 occasions outlook: The worth of occasions is on the rise for entrepreneurs—with almost 8 in 10 saying it’s their simplest channel


Whereas in some methods, enterprise occasions, conferences and expos are nonetheless feeling the sting of the pandemic, this case has additionally elevated their worth. And for the businesses and entrepreneurs who’ve lively occasion applications, the expansion generated by occasions has been staggering—greater than three-quarters (77 p.c) of greater than 1,200 entrepreneurs who’re concerned with occasions who have been surveyed stated occasions have been the best advertising and marketing channel for his or her firm in 2023, based on new analysis from occasion know-how agency Splash

The corporate’s world 2024 Outlook on Occasions report, based mostly on its survey of event-involved entrepreneurs within the US and UK, finds that event-led progress (ELG)—a key technique for organizations seeking to enhance the efficacy of their occasions as a advertising and marketing channel—has an overwhelmingly optimistic influence on income.

2024 events outlook

And the info doesn’t lie: US-based groups that adopted ELG have been 75 p.c extra possible than those that didn’t to see a progress charge of over 50 p.c in 2023. What’s extra, 84 p.c of entrepreneurs report that occasions assist their firm stand out from the competitors and 83 p.c say occasions are vital for his or her enterprise progress.

But, companies fall brief in relation to measuring the ROI of their occasions

Notably, over half of entrepreneurs shared they don’t observe alternatives created to measure occasion effectiveness, which implies essentially the most impactful revenue-driving tactic additionally has the potential to drive inefficiency and waste assets. With out these essential information factors, occasion entrepreneurs battle to translate occasion influence, with 20 p.c of respondents reporting they will’t immediately attribute their occasions to firm income, and 26 p.c noting they’re unable to precisely predict their workforce’s progress towards occasion objectives.

U.S. occasion sorts in 2023:

2024 events outlook

“Whereas there’s no one-size-fits-all technique for executing occasion applications, the influence on enterprise progress is plain,” stated Kate Hammitt, CMO of Splash, in a information launch. “When event-led progress is correctly enabled, we’ve seen corporations scale their occasion applications, operating lots of of occasions globally per thirty days throughout the group. Firms harnessing event-led progress are tripling their pipeline, rising their win charges by 10 p.c and seeing as much as a forty five p.c carry in product adoption. The proof is within the information: companies using event-led progress are reaping the rewards and people who aren’t are lacking out.”

Occasion codecs in 2023:

2024 events outlook

Further findings from the report embody:

In an AI-obsessed and Zoom-fatigued world, audiences have a transparent urge for food for distinctive and intimate in-person gatherings. And entrepreneurs want to offer genuine experiences to interact with prospects and stakeholders, make their model stand out, and seize first-party information in a world of hard-to-track patrons who’re more and more involved with privateness.

That’s why conventional in-person occasions stay the business’s bread and butter, with 73 p.c of corporations holding in-person occasions in 2023. Greater than half (60 p.c) of those that hosted a mix of in-person, digital, and hybrid occasions famous in-person get-togethers have been the best for producing income.

Learn the complete report right here.

The 2024 Outlook on Occasions survey was carried out between December 13 and December 31, 2023. Splash surveyed a complete of 1,255 respondents in the US and United Kingdom who work in advertising and marketing full-time and have a hand of their firm’s occasions program. The research was carried out at 95% confidence with a +/- 4 p.c margin of error.


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