5 Stats Every Event Professional Should Share with Their Boss

By Katy Mullet | 3 min read

You probably see new and fun things going on in the industry all the time – being plugged into what other venues are doing is one of the best parts of social media. But while it looks cool, is it actually working? Are they getting more leads from it? Is it a passing fad? What’s worth the investment of your time and budget? 

We’ve done the research for you and found five stats and talk tracks that will help you bring relevant ideas, backed by research, to your team. Take a look at these stats to help figure out what’s going to move the needle for your business. 

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

With the ability to share what’s happening in real-time online, event experiences aren’t just shared by word of mouth, but by pictures and live video. This is an excellent opportunity for some free publicity! No matter what kind of venue you have, there are opportunities to show off your space in a way that grows your events business. 

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 art that consistently gets posted and tagged. Others bring out a step and repeat or photo booth for special events. Either way, let’s give guests a space to take and post pictures for some easy 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 get your name out there consistently. It’s also scalable, meaning you can test and run campaigns to groups such as those that reach out but never book. Since the competition here isn’t fierce, you can get started with minimal effort. 

What to tell your boss: Time to pilot/revive our newsletter! We can start with quarterly/monthly and use it to talk about updates to the restaurant, upcoming public events, all while promoting 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 of the house and the back, 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 downside to this falls to you a lot of the time. Either you’re following up constantly 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! And 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. Let’s make a plan. 

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

Events are only growing, and planners are expecting the market to continue to grow. With that in mind, it might be time to invest in a reporting tool. That way, you can put numbers to the growth and get the data you need to optimize your 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 getting through to the audience they want. One way to do this is to try paid advertising — you’re able to target by location, interests, and more. And it will provide more detailed insights on who’s viewing your ads and what messages are resonating. 

What to tell your boss: I’d like to test out some new marketing, 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 in more? 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 today with fresh ideas on how to grow your events business. 

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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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