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“With experiences, you don’t sell a product, you sell a moment.” ~Raja Rajamannar, CMO of Mastercard (Campaign)

With all pandemic-related restrictions lifted, 2023 proved to be a highly successful year for the experiential and event marketing industry. Events and activations were back in full force, and many event organizers saw attendance numbers soar to pre-pandemic levels. In fact, according to CVENT, in-person attendance was 34% higher in the spring of 2023 compared to the same time in 2022 and 23% higher than in the spring of 2019.

When it comes to capturing the attention of today’s customers, experiential marketing and live events are the clear winners. With their ability to create immersive and memorable experiences that people crave, it’s no wonder why more and more companies incorporate experiential and event marketing into their marketing plans.

As we kick off the new year, we’ve gathered twelve exciting statistics highlighting the current state of experiential and event marketing and what to expect in 2024.

Experiential and Event Marketing Statistics You Should Know in 2024

2024 Experiential Marketing Statistics

By the Numbers

  • By 2028, the global value of the events industry is expected to reach $2.2 trillion (compared to $887 billion in 2020). ~Statista
  • 67% of event professionals expect an increase in overall meeting spend in 2024, with 13% predicting an increase of more than 10%. ~American Express 

In-Person Events for the Win

  • 86.4% of event organizers plan to maintain or increase the number of in-person events in 2024 compared to last year. ~Bizzabo
  • 80% of people prefer in-person events over virtual formats. ~Freeman 
  • 80.4% of event organizers agree that in-person events are their organization’s most impactful marketing channel. ~Bizzabo
  • Globally, 79% of meetings and events will be held in-person (59% in-person only and 20% hybrid). ~American Express

Consumer Sentiment

  • 64% of consumers hold onto positive impressions of brands for one month or longer after a brand activation or event. ~Freeman
  • 69% of event attendees prefer events that offer a “meaningful, transformative experience.” ~Eventbrite
  • 77% of consumers say that interacting with a brand at a live event increases their trust in the brand. ~Freeman

What’s Trending

  • 79% of marketers report incorporating social media and live streaming to boost event experiences. ~Bizzabo 
  • Sustainability will be a top priority for event organizers in 2024, with 69% saying it is extremely important for their organization. ~American Express
  • Among B2B marketers who currently use generative AI, 56% plan to increase its use during in-person events. ~LinkedIn

ATN is a premier event staffing agency that has staffed thousands of experiential marketing campaigns, conferences, trade shows, and more over the last two decades, and we would love the opportunity to assist you!

Contact us to learn more about how we can help make your 2024 events and activations a success!

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