Eventbrite-2018年活动营销趋势报告（英文）-2018-20页

2018 Event Industry Trends Summary

Core Content

This report provides an overview of the 2018 event industry, highlighting key trends, challenges, and opportunities for event professionals in the United States and Canada. It is based on a survey of 1,000 event organizers across various industries and roles, including professionals, freelancers, and business owners.

Main Points

1. The Events Landscape in 2018

• Survey Overview: Conducted in November 2017, the survey included 1,000+ event professionals.
• Team Structure:
  • 45% of event teams consist of 2-5 employees.
  • 28% of teams are managed by a single person.
  • 12% have 10+ employees.
• Responsibilities:
  • 83% are responsible for ticketing or registration.
  • 82% are responsible for promoting the event.
  • 80% manage ticketing or registration.
• Primary Reasons for Hosting Events:
  • 21% of respondents cited making money as the main reason.
  • 20% for education and training.
  • 19% for fundraising.
  • Regional differences were noted, with the UK placing more emphasis on education and training.

2. Teams and Talent

• Team Growth Expectations:
  • 52% of respondents expect their team size to remain the same.
  • 38% expect to grow their team.
  • 64% of those expecting growth also plan to increase their budget.
  • 76% plan to run more events.
• Budget Constraints:
  • 57% of those planning to run more events will have more budget.
  • 72% of respondents work with an annual budget of less than $30,000.
  • 8% of respondents have budgets of $100,000 or more, typically for music, arts, or entertainment events.

3. Event Marketing

• Most Effective Tactics:
  • Email marketing was the most effective, with 78% planning to continue using it in 2018.
• Least Effective Tactics:
  • Webinars were marked as the least effective promotional tool (16% usage).
• Social Media Usage:
  • 70% will continue organic social media in 2018.
  • 48% will continue paid social media.
  • Contests were the most effective social media tactic, with 96% of users finding them effective.
  • Paid Facebook Ads were the most used, with 57% of respondents using them.
  • LinkedIn Ads were the least used (7%), and also the least effective (14%).

4. Budget Allocation

• Top Expenses:
  • Marketing and promotion (43%).
  • Speakers/talent (32%).
  • Printed materials (29%).
  • Venues (18%).
• Cost Management:
  • Many organizers are looking to reduce costs by using digital marketing and minimizing printed materials.
  • Hidden venue costs such as water, catering, and taxes are a concern.

5. Revenue Sources

• Ticket Sales: 48% of respondents said ticket sales made up 60-100% of their revenue.
• Sponsors: 63% said sponsors contributed 0-20% of their revenue.
• Merchandise and Food Sales: 82% said these contributed 0-20% of their revenue.
• Vendor Concessions: 58% of respondents said they expected to use live streaming in 2018, up from 43% in 2017.

Technology Trends

2017 Review

• Most Used Technology: Event apps (83%).
• Least Used Technology: Augmented reality (41%).
• Other Highlights: Livestreaming (58%).

2018 Predictions

• Live Streaming: 96% of respondents expect to use it, with usage likely to double.
• Virtual Reality: 88% of respondents expect to use VR, up from 43% in 2017.
• Artificial Intelligence: 87% of respondents expect to use AI to enhance attendee experiences and improve business processes.

Challenges

• Top Challenges in 2017:
  • 91% cited insufficient budget.
  • 86% faced difficulty in reaching new attendees.
  • 83% struggled with securing sponsors.
• Anticipated Challenges in 2018:
  • Reaching new attendees (89%).
  • Securing speakers and talent (89%).
  • Increased competition (88%).

Next Steps

• The event industry is expected to continue growing in 2018.
• Staying ahead of trends and innovations is key to differentiation.
• Eventbrite helps organizers reach nearly 50 million active ticket buyers and offers support for mastering on-sale strategies.

Conclusion

Eventbrite's 2018 Pulse Report emphasizes the importance of digital marketing, effective budgeting, and leveraging emerging technologies like live streaming, VR, and AI. It also highlights the ongoing challenges of budget limitations, reaching new audiences, and securing sponsors. Event professionals are advised to stay agile and adopt innovative tools to maintain relevance and drive success.