2018活动营销趋势（英文版）_18页_191kb

Eventbrite 2018 Event Industry Trends Summary

Introduction

This report provides insights into the 2018 event industry, based on a survey of 1,000+ event professionals in the U.S. and Canada. It covers key trends, challenges, and opportunities for event organizers of all sizes and types, including charities, conferences, festivals, and more. The goal is to help professionals benchmark their events and identify tools that can elevate their offerings.

Who This Report Is For

• Event professionals of all levels of expertise
• Organizers of various types of events (e.g., conferences, festivals, fundraisers)
• Industry novices looking to understand the current landscape

What You'll Learn

• The most and least effective tools in event management
• Where event professionals are allocating their budgets
• The most common challenges faced by event organizers
• Future investment plans and emerging trends

1. The Events Landscape in 2018

• Survey Breakdown:

  • 44% of respondents identified as CEOs, Founders, Directors, or equivalents
  • 45% had teams of 2-5 people
  • 28% managed events with only one person
  • 12% had teams of 10+ people

• Primary Responsibilities:

  • 83% were responsible for ticketing/registration
  • 82% were in charge of promoting the event
  • 80% managed ticketing/registration

• Main Reasons for Hosting Events:

  • 21% to make money
  • 20% for education and training
  • 19% for fundraising
  • Regional differences noted, with the UK prioritizing education and training over profit

2. Teams and Talent

• Team Sizes:

  • 45% of teams had 2-5 employees
  • 28% had only one person managing the event
  • 12% had 10+ employees

• Growth Expectations:

  • 50% expected team sizes to remain the same
  • 38% expected growth
  • 64% of growing teams planned to increase their budget
  • 76% planned to run more events

• Team Reduction:

  • Only 2% expected to reduce their team size
  • 70% of those professionals worked in nonprofits
  • 39% planned to reduce the number of events they hosted

3. Event Marketing

• Most Effective Tactics:

  • Email marketing was the most effective, with 78% planning to continue it in 2018
  • Contests were also highly effective, with 96% of users finding them useful

• Least Effective Tactics:

  • Webinars were marked as least effective, especially for smaller organizations
  • LinkedIn ads were the least used, with only 7% of respondents using them

• Most Used Channels:

  • Email marketing was the most used, with 86% of respondents incorporating it into their strategy
  • Paid Facebook ads were widely used, with 57% of respondents using them

• Other Effective Tactics:

  • Influencer marketing (63% used)
  • Experiential marketing and content marketing (95% of those who used them found them effective)

4. Revenue and Budget Allocation

• Annual Budget:

  • 55% of respondents expected their budget to stay the same
  • 4% expected a decrease
  • 72% had an annual budget of less than $30,000
  • 8% had budgets over $100,000

• Per Event Spending:

  • 86% spent less than $30,000 per event
  • 38% spent less than $1,000 per event
  • 8% spent over $30,000 per event

• Top Expenses:

  • Marketing and promotion (43%)
  • Speakers/talent (32%)
  • Printed materials (29%)
  • Venues (18%)

• Revenue Sources:

  • Ticket sales (48% of respondents): 60-100% of revenue
  • Sponsors (63%): 0-20% of revenue
  • Merchandise and food/drinks (82%): 0-20% of revenue

5. Technology Trends

• 2017 Tech Trends:

  • Event apps were the most used (83%)
  • Augmented reality was the least used (41%)
  • Livestreaming was also popular (58%)

• 2018 Predictions:

  • Live streaming is expected to grow significantly, with 96% of respondents planning to use it
  • Virtual reality is gaining interest, with 88% of respondents expecting to use it
  • Artificial intelligence is becoming more prominent, with 87% planning to use it

Challenges

• Top Challenges in 2017:

  • Insufficient budget (91%)
  • Reaching new attendees (86%)
  • Securing sponsors (83%)

• Expected 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 innovation is key to differentiating your event
• Eventbrite offers tools and support to help organizers reach their audience and improve their event experience