2018活动营销趋势（英文版）_20页

2018 Event Industry Trends Summary

Core Content

This report provides an overview of the 2018 event industry trends based on responses from 1,000 event professionals in the United States and Canada. It highlights key areas such as team structure, marketing strategies, budget allocation, revenue sources, and technology trends.

Main Trends and Insights

1. The Events Landscape in 2018

• Survey Overview: The survey was conducted in November 2017, involving over 1,000 event professionals.
• Team Structure:
  • 45% of respondents have teams of 2-5 people.
  • 28% manage events with only one person.
  • 12% have larger teams (10+ people).
• Responsibilities:
  • Setting up ticketing/registration is the top responsibility (83%).
  • Promoting the event is second (82%).
  • Managing ticketing/registration is third (80%).
• Event Purpose:
  • The primary reason for organizing events is to make money (21%).
  • Education and training (20%) and fundraising (19%) are also common.
  • In the UK, education and training was the top reason (36%), followed by profit (30%).

2. Teams and Talent

• Growth Expectations:
  • Over half (52%) of respondents expect their team size to remain the same.
  • 38% expect to grow their team.
  • 64% of growing teams plan to increase their budget.
  • 76% of growing teams plan to run more events.
• Team Size:
  • 45% have teams of 2-5 people.
  • 28% have only one person managing the event.
  • 12% have teams of 10+ people.
• Budget Constraints:
  • 57% of respondents expect to run more events in 2018, but only 57% will have more budget.
  • 72% of respondents work with an annual budget of less than $30,000.

3. Event Marketing

• Most Effective Tactics:
  • Email marketing is the most effective (78% will continue in 2018).
  • 33% found it “moderately effective,” and 8% found it “extremely effective.”
• Least Effective Tactics:
  • Webinars are considered the least effective (16% used them, 14% found them very/extremely effective).
• Most Used Tactics:
  • Email marketing is the most used (86% use it).
• Other Effective Tactics:
  • Experiential marketing, influencer marketing, and content marketing are also effective.
  • 95% of those using these tactics found them effective.
• Social Media Use:
  • 70% will continue organic social media in 2018.
  • 48% will continue paid social media.
  • Contests are the most effective social media tactic (96% found it effective).
  • Paid Facebook ads are widely used (57%).
  • LinkedIn is the least used and least effective (7% used paid ads, 14% found them very/extremely effective).

4. Budget and Revenue

• Revenue Sources:
  • 48% rely on ticket sales for 60-100% of their revenue.
  • 63% get 0-20% from sponsors.
  • 82% get 0-20% from merchandise and food/drink sales.
• Budget Allocation:
  • Marketing and promotion is the biggest expense (43%).
  • Speakers/talent is the second (32%).
  • Printed materials is third (29%).
  • Venues are the fourth (18%).
• Per Event Spending:
  • 86% of organizers spend less than $30,000 per event.
  • 38% spend less than $1,000 per event.
  • 8% of organizers spend more than $30,000 per event, with larger teams and expected budget increases.

5. Challenges

• Top Challenges in 2017:
  • Insufficient budget (91%).
  • Reaching new attendees (86%).
  • Securing sponsors (83%).
• Challenges Expected in 2018:
  • Reaching new attendees (89%).
  • Securing speakers and talent (89%).
  • Increased competition (88%).

Technology Trends

2017 Review

• Most Used Technology:
  • 83% used an event app.
• Least Used Technology:
  • 41% used augmented reality.
• Other Highlights:
  • 58% used livestreaming.

2018 Predictions

• Live Streaming:
  • 96% expect to use live streaming in 2018.
  • Viewers spend 8× longer on live video than recorded video.
• Virtual Reality (VR):
  • 88% expect to use VR in 2018 (up from 43% in 2017).
  • VR is predicted to grow into a $30 billion industry by the end of the decade.
• Artificial Intelligence (AI):
  • 87% expect to use AI in 2018.
  • AI enhances personalized attendee experiences and improves business processes.

Next Steps

• The event industry is expected to continue growing in 2018.
• To differentiate, event professionals should stay ahead of trends and innovations.
• Eventbrite helps organizers reach nearly 50 million active ticket buyers and offers support for event planning and management.

Key Takeaways

• Marketing is critical, with email marketing being the most effective and widely used.
• Budget constraints are a major issue, with most events operating on less than $30,000 annually.
• Technology adoption is on the rise, especially in areas like live streaming, VR, and AI.
• Team size remains small, with most events managed by one or two people.
• Challenges include budget limitations, reaching new audiences, and securing sponsors.