The power of experiential marketing is undeniable. Live events offer something unique that no other marketing channel can – authentic, personalized, and sensory-driven experiences that build human connections. Simply stated, the strategy has completely revolutionized the way brands and consumers interact and engage with one another.
HP & Intel’s Digital Eden (Photo: Intel)
To demonstrate the value of experiential marketing, we’ve pulled together ten significant statistics that highlight the current state of the industry and where it’s headed in 2020.
10 Exciting Experiential Marketing Statistics You Should Know in 2020
- In 2018, experiential marketing spending in the U.S. reached $62.29 billion, a 7.5% increase from the year prior ($57.7 billion). (Statista)
- The most successful businesses are spending 1.7x the average marketing budget on live events. (Bizzabo)
- 75% of B2B marketers agree that experiential marketing has proven to be the most successful marketing tactic. (Agency EA)
- Gen Z (64%) and Millennial (72%) consumers believe that brands should provide personalized experiences. (Adobe)
- 87% of brand-side marketers invest in experiential to effectively connect with their target audience, a 30% increase from 2018. (Agency EA)
- 77% of marketers believe live events will be increasingly important to the success of their brands over the next few years, and 62% of senior marketers plan to invest more in live events. (Bizzabo)
- 88% of companies use their event marketing data to inform wider marketing strategies and make other important tactical decisions. (Freeman)
- B2C marketers (77%) and B2B marketers (76%) agree that the main objective of their experiential and event marketing campaigns is to increase brand awareness. (Freeman)
- When it comes to measuring the success of an event, attendee engagement and satisfaction tops the list with 33% of marketers reporting that this KPI is their main concern. (Bizzabo)
- 72% of brand marketers plan to incorporate events within events (VIP sessions, exclusive evening events, etc. ) in 2020. (Agency EA)
Cheers to Experiential Marketing and a Prosperous New Decade
As we enter a new year and decade, it’s clear that experiential marketing will continue to grow, both in volume and spending, as more brands realize the value of in-person experiences in our digitally-driven world.
Cheers to 2020 and we can’t wait to see what the new year brings!
If you’re looking for an experienced and dedicated event staffing agency in 2020, ATN is here for you. Since 2002, we have helped countless agencies and brands meet their experiential and event marketing goals by providing enthusiastic and experienced event staff to connect with consumers. Contact a member of our client services team to learn more about our event staffing services and how we can help pair you with the best promotional staff in the industry!
