Live event budgets are increasing, and there is an urgent need to create experiences. It’s simple — the Experience Economy is here to stay — and these 10 stats prove it.

  1. 52% of survey respondents say event marketing drives more business value than other marketing channels.[i]
  2. 78% of millennials choose to spend money on experiences over material goods.[ii]
  3. 71% of B-to-B customers want B-to-C like experiences.[iii]
  4. 73% of consumers (in the United States and the United Kingdom) are more likely to purchase a product if they have participated in a brand experience.[iv]
  5. 78% of meeting planners have seen a significant increase in the demand for creating unique attendee experiences at their events.[v]
  6. 80% of consumers will not interact with a brand that does not offer personalized experiences.[vi]
  7. The majority (84%) of leadership (Vice President and C-Suite) believe in-person events are a critical component of their company’s success. This includes a 20% increase in leadership reporting as “very committed” to live events compared to the year prior.[vii]
  8. Over 90% of marketers agree that brand experience delivers strong face-to-face interaction and more compelling brand engagement.[viii]
  9. An amazing 91% of consumers say they have more positive feelings about brands after attending events and experiences.[ix]
  10. 93% of business executives say their organizations place a priority on hosting events, including 57% who give it a high priority.[x]

Ready to embrace the Experience Economy?

The Event Marketing Evolution, Harvard Business Review Research Report
[ii] World Economic Forum
[iii] Accenture
[iv] BizBash, What This Fake Brand’s Pop-UP Can Teach Us About the Power of Events, Ian Zelaya
[v] IACC
[vi] Accenture
[vii] The Event Marketing Report, Bizzabo
[viii] The State of Experiential: A Research Study, Agency EAA
[ix] Event Marketer, EventTrack
[x] The Event Marketing Evolution, Harvard Business Review Research Report