The report prepared by the IQS Research Institute under the auspices of MeetingPlanner.pl offers optimistic conclusions for the meetings industry.
Marketing through events, despite being a relatively expensive tool with limited reach, ranks fourth (68%) in the popularity ranking of marketing communication tools. It is more often used than social media and company websites, which generate significantly lower costs, and advertising, which is generally a more expensive tool but offers much broader opportunities to reach selected target groups. Therefore, considering the competitive tools, the position of event marketing should be considered a very good result.
The frequency of use of events is also high. When companies decide to use them, it is not a one-off situation, but a much more frequent occurrence (in more than half of companies at least once or twice a month). This also indicates the strong position of event marketing. The popularity of event marketing tools is also very high. Almost all companies use the three most popular ones (training, meetings with key customers, and
employee integration). In addition, conferences and congresses, holiday meetings, and trade fairs are also very popular.
The second half of 2021, and especially the first half of 2022, will see a return to offline events. Despite predictions at the beginning of the pandemic that stationary events would disappear, it turns out that events are holding their own. In 2022, most companies had the same or higher budget for event marketing than in 2021. Only less than 20 percent had less money at their disposal. This means that spending on event marketing should be similar to that in 2021, which was a year of recovery after the previous pandemic year.
In 2023, the budgetary situation of companies that are current or potential clients of event agencies will be similar to that in 2022. In addition, more than three-quarters of companies intend to use EM, which would represent a 10 percent increase compared to 2022. This suggests that despite the crisis, the meetings and events industry can be expected to remain in good shape in 2022.
Source: MeetingPlanner.pl / Photo: Pixabay
