The efficacy of event marketing has always been well documented - but with new data indicating continued rapid growth, it’s clear that both large and small businesses are looking to further harness the power of events. The EventTrack 2014 report by the Event Marketing Institute and Mosaic has revealed some truly valuable industry insights into the reasons for increasing investment in the sector - with the growth of event marketing now outpacing all other forms of marketing activity.
Increased investment in events
The report has identified significant growth in the number of businesses utilising events and experiential marketing, with 59% of brands using events to launch products in 2014 - an 11% increase on 2012 figures. In fact, overall event marketing budgets are predicted to grow by more than 5% this year - with businesses identifying the great potential of this unique marketing platform.
Why are events becoming so popular?
So what is exactly is driving this growing interest in event marketing? ROI is the name of the game when it comes to marketing - after all, what’s the point in spending money on pushing a product or service if it’s not going to generate any sales?
Positive data from the 2014 report suggests that a number of businesses seeing a significant ROI from marketing events has doubled since 2013. This has cemented the notion that events work - providing unparalleled lead generation, compared with alternative marketing approaches. This is further validated by consumer data indicating that over 90% of potential customers believe events to be more effective than traditional advertising mediums when it comes to understanding a product offering.
The value of event marketing
Events give businesses an opportunity to engage with their target audience face-to-face - and this kind of direct engagement is invaluable for building relationships with customers. Numerous techniques can be employed to further drive sales, with many brands using techniques such as product demonstrations or brand ambassadors at events to attract attention and help customers understand the value of their product.
Results from the 2014 consumer survey show that a staggering 84% of consumers were more likely to buy a product because they’d been given the opportunity to try it out first-hand. Purchase rate statistics like this can’t be ignored - and with the industry only set to grow, now is the time to take your business on the road.
Getting in on the action
Want to get on-board the event trend and take advantage of the unique benefits offered by event marketing? The Events Structure was established to provide the ultimate solution to your businesses’ experiential marketing needs.
As the UK’s largest single source provider of mobile exhibition units, we’re guaranteed to have the perfect mobile event venue for you. Check out our exhibition trailers comparison page to see our wide range of exhibition trailer and promotional vehicle hire options. All of our exhibition units are fully adaptable and can be branded and fitted out to suit any event.
Data sources: The Event Marketing Institute and Mosaic - click here to find out more about the EventTrack 2014 report.
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