Category Archives: Marketing Charts

    event planning

    Event professionals’ biggest challenges in 2017 & 2018

    Almost 9 in 10 event professionals in the US and Canada believe it will be a challenge this year to secure sponsors for their events, according to a survey from Eventbrite. The results show that many challenges are heightened this year, though budget concerns appear to be dropping.

    Indeed, more than 9 in 10 said that insufficient budgets were among their biggest challenges in 2017, making budgets their largest difficulty overall. Yet this year fewer event professionals expect budgets to be a problem (73% vs. 91% in 2017), putting budgets near the bottom of the list of concerns.

    Instead, more respondents see issues ahead in securing sponsors (89%, up from 83% in 2017) and securing talent and speakers (89%, up from 75%). Marketing and promotion challenges abound, as many also believe it will be challenging this year to reach new (89%) and past (87%) attendees as well as engage in successful branding (80%). Event professionals will be dedicating a large share of their budgets to marketing and promotions in an effort to confront those challenges.


    LiveWorx PTC

    How Attendees Learn About Events

    Event organizers should pay special attention to viral marketing, argues XING Events in recent research, which finds that attendees are more likely to learn about events from friends and acquaintances (66%) than by any other means.

    Beyond word-of-mouth, both email marketing and search appear to be important for event organizers, as attendees rely on them as informational vehicles:

    • Roughly 6 in 10 learn about events by following recommendations in emails and event newsletters;
    • About half target their search towards specific events they’re familiar with; while more than one-fifth use certain keywords in search engines to search for suitable events.

    While fewer (16%) are using social media to search for events, organizers are looking to ramp up their use of social media marketing, according to an accompanying survey of event organizers.

    Almost two-thirds plan to increase their use of social media in the future, with websites (48%), email marketing (41%) and influencer marketing (33%) also slated for more frequent use.

    How do you learn about events?


    How Attendees Learn About Event