Experiential and Event Marketing Statistics You Should Know in 2024
“With experiences, you don’t sell a product, you sell a moment.” ~Raja Rajamannar, CMO of Mastercard (Campaign)
01.08.24
By Lisa Major
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
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!
Subscribe
Get the latest and greatest in experiential marketing news delivered to your inbox once a month!
Recent Posts
How Brand Ambassadors Humanize Tech-Driven Sampling Experiences
12.06.24
Winning Experiential Marketing Strategies for the Super Bowl
11.25.24
4 Ways to Add Holiday Cheer to Experiential Marketing Campaigns