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Event Industry ResearchReport 2018 Event Industry ResearchReport 2018
The Pulse of the Industry
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2018 Event Industry ReportWhat is the pulse of the event industry in 2018? What are event professionals’ hot buttons? Where do they need the most help with their meetings and conferences?
Attendify, a leader in the event technology space, set out to find out what opportunities event organizers see, what concerns they face, what activities take up most of their time, and how they measure event success.
To accomplish this, Attendify delivered an online industry survey to more than 27,000 event management professionals in late 2017 and early 2018 to get a pulse on the industry. 1,320 of the people invited took the survey.
In addition to the core areas, much emphasis placed on event technology and data management, so this survey delved into those subjects, particularly to find out what types of technology causes the most challenges, and what’s most helpful to them.
22018 Event Industry Report
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32018 Event Industry Report
62%
cited attendees as the most important stakeholder group.
Of planners
35%
that use mobile event apps to collect data are 35% more likely to have an event data management strategy in place.
Event organizers
25%
identified online registration as the most frustrating event tech category.
of subjects
56%
don’t use a major online registration system.
of respondents
In this report, you will find the results of this survey. The 2018 event industry research report will summarize the findings and provide main takeaways about the most important topics facing event planners and organizers. Here are a few intriguing insights we pulled out for you.
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42018 Event Industry Report
Change has been a constant over the past few years in the event management industry, but this year it feels like we're approaching a tipping point. Event planners’ jobs are becoming more demanding, they’re handling more events and consequently, the stakes for the technology they use are ever higher. It’s clear that these findings point to the event attendee as the primary focus. And that means that one of the main concerns for planners is implementing technology that will elevate the attendee journey, not get in the way.
More events, more budgetary challengesPeople who run more than 10 events produced per year show distinct differences compared to the overall group. Just 29% of event organizers who run 11-20 events cite budget as their single biggest challenge, compared to 39% of planners who run 21-50 events, and 36% of respondents who plan more than 50 events.
All Respondents
19%
13%
15%
42%
11%1 event
2 - 10 events
11 - 20 events
21 - 50 events
More than 50 events
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52018 Event Industry Report
Attendee experience comes firstBased on the responses from this group of event industry professionals, it’s obvious that the event attendee is the primary stakeholder planners focus on during their events. Reinforcing this finding is the fact that the most popular success metric for live events is feedback from attendees on the quality of the event. It should be no surprise then, that the main focus of event planners during their events is directly interacting with attendees and helping them out.
8%
2%
7%
5%
7%
8%
62%Attendees
My company’s executives
My company’s employees
Speakers
Sponsors
Vendors
The events team
The biggest stakeholder group at events is attendees by a wide margin.
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62018 Event Industry Report
Their role determines how they rollWhen looking at roles and job functions, there are variations as well. For example, compared to event organizers who cited attendee feedback as their top success metric, Chief Marketing Officers (CMOs) and VPs of Marketing reported that hitting specific return on investment targets was the most important outcome of events.
5%
17%
6%
9%
36%
7%
18%Number of attendees
Coming in at or below budget/breaking even
Feedback from attendees on the quality of the event
Hitting specific ROI targets
Internal feedback from company stakeholders
Commitments from sponsors and attendees
Other
How does your organization measure the success of your event?
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72018 Event Industry Report
CMOs and marketing leaders exhibited behaviors that differed from the rest of the sample, identifying success measurement/ROI as their biggest challenge while all other groups said budget was the #1 problem they faced.
When marketing and event teams collaborate efficiently, it goes a long way toward delivering an outstanding event experience. But that collaboration is fraught with challenges. Both teams measure success in different ways, so finding common metrics is critical to success. Engagement and the concept of “Return on Engagement” can be the glue that binds marketing and event teams and helps align them both around a common goal. Whether it’s a customer, partner, internal, association, or public-facing event, measuring and improving attendee engagement is a universal goal, and one that event technology can help.
5%
14%
16%
5%
7%
34%
19%Lack of time
Budget
Staffing/volunteers
Marketing
Technology
Data
Success measure/ROI
Budget is the single biggest challenge faced by event planners/organizers
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82018 Event Industry Report
Technology opportunities aboundThere is certainly room for improvement in the event technology space. Almost two-thirds of respondents don’t use a major online registration system, but rather utilize an in-house solution, event website or Excel/Google Docs. The group identified online registration as the biggest area of frustration when it comes to event technology, followed closely by mobile event apps. This indicates strong demand for better online registration software.
Cvent
Eventbrite
RegOnline by Cvent
Bizzabo
Eventsair
Ungerboeck
eToches
Tito
Other 56%
1%
3%
2%
1%
1%
4%
22%
10%
Which Event Registration Software do you use?
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92018 Event Industry Report
16%
8%
24%
13%
12%
25%
Other
RFID/Beacon tracking
Event Apps
Lead retrieval
Event website
Online registration
In what ways do you collect event data?83% of people surveyed said that they are not able to utilize their event data to the fullest extent possible. The most popular data collection tool is online surveys for attendees to complete. Surprisingly, 30% of people still use paper surveys as their primary data collection methodology.
12%
25%
We're able to act on our data to some extent, but not to its fullest potential
We find it to be a constant struggle to use our event data
Online registration tools and apps are the technology solutions that cause the most frustrations for professionals
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102018 Event Industry Report
Most event organizers collect data from surveys, followed closely by registration systems and mobile event apps.
7%
30%
66%
17%
20%
26%
48%
60%Registration system
Mobile event apps
Audience response system (live Q&A)
Lead retrieval tools
Session tracking technology
Online surveys
Location-based tools (RFID/Beacons)
Paper surveys
23%
17%
We have no strategy for event data management
We are able to collect and utilize our data to the greatest extent possible
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112018 Event Industry Report
Main takeaways
For more information, please visit www.attendify.com
Also, event registration is an area of opportunity being that event planners haven’t gravitated toward one industry leading system, and most use low-tech ways to handle registration. According to this research, the industry needs a registration platform that easily integrates with other systems, is affordable, and can be customized to each individual event.
We hope you found value in this research study and invite you to continue to check in with us for more industry research, eBooks, videos, and other relevant resources for event planners and organizers.
About one half of event planners surveyed need the most help with finding new ways to engage and enhance the experience of attendees.
This clearly shows that there is a need in the event industry for new ideas and tools to help event attendees personalize their experience, engage with event content and create meaningful connections with other attendees. Event organizers are looking for ways to gather feedback from attendees and use that data to personalize experiences, promote future events, and generate more event revenue and ROI.
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122018 Event Industry Report
About AttendifyAttendify is the only event technology platform that helps you elevate the entire attendee experience at conferences, trade shows, exhibitions, corporate meetings and other events. Attendify helps companies like Google, Bloomberg, Amazon Web Services, Informa, Phillips, Paypal, and Harvard set up event registration that simply works, create elegant event apps, and unlock the power of event data. For more information or to get started building your app visit
www.help.attendify.com www.attendify.com [email protected]
orCreate an Event Request a Demo
http://www.attendify.com
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132018 Event Industry Report
Demographics and additional findingsThe days of event planners managing just one large event per year are nearly over, with about 90% running more than one event per year and about half managing more than 10 events per year. Plus, they are producing a wide variety of events, from internal corporate meetings to large conferences and expos.
Appendix
15%
5%
11%
45%
7%
5%
12%
Attracting compelling speakers and content
Create meaningful connections between attendees
Helping sponsors get value out of their participation
Finding new ways to engage and enhance the experience
Selecting and using the best event technology
Picking vendors and negotiating contracts
Demonstrating the success of events
Enhancing the attendee experience is the biggest area where event planners need help
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142018 Event Industry Report
Ensuring the attendee experience is delightful and making sure the event is financially successful top the list of event planner concerns(1 = least important; 5 = most important)
1
3
2
4
5Ensure the attendee experience is delightful
Making sure the event is financially successful
Attracting as many attendees to your event as possible
Get recognized for executing an amazing event
1 2 3 4 5
1.71% 1.23% 4.84% 20.04% 72.17%
3.80% 3.99% 11.49% 27.92% 52.80%
3.99% 6.93% 14.25% 29.72% 45.11%
10.73% 13.77% 23.46% 24.41% 27.64%
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152018 Event Industry Report
14%
15%
6%
7%
9%
5%
9%
35%
Other
Managing team members/volunteers
Vendor management
Meeting with sponsors and exhibitors
Logistical activities
Solving technology problems
Working with A/V and speakers on program execution
Interacting with attendees and sponsors
The primary focus of an event planner duringthe event is interacting with attendees and sponsors
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162018 Event Industry Report
50%
20%
53%
50%
72%
47%
55%
Gauge overall sentimentof attendees
Turn attendees into paying customers
Promote future events to past attendees
Identify popular sessions and speakers
Improve future events with insights gathered
Better target your audience
Measure attendee engagement
What do you use your event data for?The majority of event planners use their event data to improve their events, while many use it to measure attendee engagement or promote future events to attendees.
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172018 Event Industry Report
13%
Wearables
18%
Robotics/Drones
9%
Location-based
tools (Beacons, etc.)
21%
Mixed Reality (AR/VR)
15%
Artificial Intelligence
and Machine Learning
5%
Event data
management
10%
Mobile event apps
15%
Blockchain
What do you think is the single most overhyped event technology tool in 2018?The most over-hyped event technology tool is virtual/augmented/mixed reality (followed by robotics/drones and artificial intelligence/machine learning).
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182018 Event Industry Report
Most respondents want the ability to build and update event apps themselves
1 2 3 4 5
3.34% 4.41% 11.10% 24.87% 56.28%Ability to build and update the event app yourself
Interactive maps to help guide attendees 3.61% 6.15% 18.32% 29.81% 42.11%
Real-time attendee feedback tracking to evaluateevent success
2.27% 5.08% 16.04% 35.29% 41.31%
Ability to make immediate changes to app during the event 2.01% 2.67% 8.82% 18.58% 67.91%
Deep analytics and performance tracking to demonstrate ROI 3.48% 7.89% 23.40% 30.88% 34.36%
Push notifications to instantly update attendees on changes and enhancements
2.01% 3.48% 8.02% 25.67% 60.83%
2
0
4
6
8
10
Activity feed where attendees can share photos and read news 3.61% 8.42% 18.85% 36.50% 32.62%
Live polls and surveys 3.21% 6.02% 20.99% 32.62% 37.17%
Sponsor promotion features 8.96% 7.35% 19.79% 29.14% 34.76%
Live Q&A with attendees and speakers 5.08% 8.96% 21.79% 34.09% 30.08%