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5 Stats Every Event Professional Should Share with Their Boss

By Katy Mullet | 3 min read

Thanks to social media, you probably see other venues trying out new ideas all the time. From Instagram ads to photo booths, event pros are getting trendy and creative when it comes to marketing their space. Maybe you’re ready to try out some new ideas as well– but how do you know which event industry trends are actually going to drive revenue?

We’ve done the research for you and found five stats that will help you bring relevant ideas to your team, as well as advice for how to get your boss on board. Take a look and see which of these trends might be worth investing in at your business. 

1. On average, guests take upwards of 21 pictures each at live events and share them on social media (Source). 

With so many people active on social media, photos and videos from event experiences are being shared online in real-time rather than just by word of mouth. All that social activity is an excellent opportunity for some free publicity! No matter what kind of venue you have, giving people a reason to share photos of your space is never a bad thing. 

What to tell your boss: Let’s test a new way of promoting our events business– by having photo opportunities! Some places like Hampton Social have installed recognizable art that’s consistently posted and tagged. Others create a photo-worthy mural or bring out a photo booth for special events. Either way, let’s give guests a space to take and post pictures for some easy organic marketing. 

2. Email is an underutilized marketing tool in the industry. Less than 50% of restaurants are sending event invites, holiday promos or newsletters (Source). 

Email is an affordable way to reach people consistently. It’s also scalable, meaning you can test and run campaigns to groups (such as people who have reached out but never booked). Since you can do this right from your desk, you can get started with minimal effort. 

What to tell your boss: Time to pilot/revive our newsletter! We can start with quarterly or monthly email blasts, and use them to announce changes at the restaurant, promote upcoming public events and push our private events business. 

3. 100% of event professionals believe communication among their teams could be better (Source). 

We hear this all the time– team communication is a constant pain point. Between the front and back of the house, it can feel like a game of telephone; some people get the right message, some people get the wrong one and some don’t get it all. The ensuing chaos often falls on your plate. You’re either constantly following up with individual team members, or you’re dealing with a disgruntled guest when their party didn’t go as planned.  

What to tell your boss: Communication is a major pain point! We need to try something new to get everyone on the same page. There are free tools or paid event management platforms that can help with this very thing. 

4. 79% of event planners expect their event revenue to be higher this year (Source).  

The events industry is continually growing, and planners need to be prepared. With that in mind, it might be time to invest in a reporting tool. That way, you can quantify your growth and get the data you need to optimize marketing efforts. 

What to tell your boss: As the event industry grows, so should we! Let’s invest in reporting software that gives us more data about our events program so we can know where we’re getting leads, who’s most likely to book and what events are the most profitable. 

5. 51% of event professionals say the biggest challenge in using social media is how to use it effectively (Source). 

While the majority of event professionals say they use social media marketing, a lot still struggle to know if they’re reaching their target audience. One way to do this is to try paid advertising, that allow you to target by location, interests and more. Paid ads provide more detailed insights on who’s viewing your ads and what messages are resonating, so you can learn a lot about your audience. 

What to tell your boss: I’d like to test out some new marketing with paid social ads, and I’m going to need a little bit of budget. Let’s try it with our upcoming holiday campaign and see how effective it is. I think this could really help us target the right guests to fill up our calendar. 

Want to dig deeper? In the State of the Plate report, we delve into specifics on the restaurant event industry to see what trends, developments and statistics hospitality pros should know about. Get your free copy of the report and start wowing your boss with fresh ideas on how to grow your events business. 

Katy Mullet
Content Marketing Manager

I'm the Content Marketing Manager here at Gather. Outside of writing and creating campaigns, I love to try new restaurants here in Atlanta or wherever I'm traveling.

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