Live Events Gaining Greater Executive Support, Bizzabo Study Finds
February 20, 2019
While event professionals have long touted the power of the events they plan, many have not previously had great support from leadership in this area. The good news is that the data shows that to be changing.
Recent event industry studies all indicate the industry is healthy and growing, and a big part of that is due to marketing. Findings from Bizzabo’s “Event Marketing 2019: Benchmarking and Trends” report show that today, face-to-face events are more effective for achieving business goals than ever before — and executives are taking notice.
Bizzabo surveyed more than 1,000 mid- to senior-level marketers responsible for an estimated $738 million in annual event spend. Participants included representatives from leading brands including Amazon, General Mills, KPMG, AppNexus, Digiday and Porsche.
Survey results show events are considered an important part of the marketing mix. Eighty-five percent of respondents indicated that events are essential to their marketing strategy and nearly all respondents (95 percent) say they believe in-person events provide attendees with a valuable opportunity to form connections in an increasingly digital world.
The majority of executives surveyed (84 percent) say they believe live events are a critical component of their company’s success. When comparing data from its 2018 survey, Bizzabo discovered a 20 percent jump in commitment from leadership (up from 64 percent) responding that they are “very committed” to live events.
Yet event marketers still have work to do. Event ROI and leadership support are heavily correlated — and when event teams are unable to prove and measure ROI, business leaders are 2.2 times less supportive of events, the report shows.
Other key findings from the Bizzabo study include:
- The primary reason reported for organizing events is to support lead generation and sales acceleration, closely followed by brand awareness.
- Organizations using event software are more productive, more efficient and better able to prove ROI.
- Integration is key to success: Organizations integrating event software with other core business platforms, such as CRMs, experience 14 percent less trouble proving event ROI.
- The majority of businesses (62 percent) plan to increase their event budgets in 2019.
For more data and insights, download the report here.
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Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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