The global event marketing service market was valued at $447.66 billion in 2022, and is projected to reach $972.04 billion by 2032, registering a CAGR of 7.2% from 2023 to 2032.
Event marketing services help to advertise the event to increase its visibility & attendance. For this purpose, marketing initiatives must be developed and put into action using a variety of channels, including social media, email marketing, content development, advertising, public relations, and the use of influencers or media partnerships. Event marketing services use techniques to include participants before, during, and after the event to provide a memorable and participatory experience. Gamification, interactive seminars, networking possibilities, real-time polling, surveys, and follow-ups after events are some instances of such marketing services tactics.
The market is analyzed on the basis of service, event type, end user, and region. By service, it is divided into event planning & management, event promotion & publicity, event sponsorship & partnerships, and others. As per event type, it is segmented into trade shows, product launches, exhibitions & conferences, promotional events, and others. Depending on end user, it is classified into corporate, trade associations, educational institutions, entertainment, and others. Region wise, it is analyzed across North America (the U.S., Canada, and Mexico), Europe (France, Germany, Italy, Spain, the UK, and rest of Europe), Asia-Pacific (China, Japan, India, Singapore, Australia, and rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Saudi Arabia, United Arab Emirates, and rest of LAMEA).
Businesses must take ROI into account when allocating marketing budgets. The indicators for measuring the success of events, such as attendee engagement, lead generation, sales conversions, and brand exposure, are provided by event marketing services which help in increasing ROI during a particular period of time. Demand for event marketing services is driven by the ability to track event performance and provide ROI.
Delivering targeted event experiences depends heavily on event marketing services that offer sector-specific expertise and target niche markets. Industry knowledge and the need for customized strategies are what is driving demand for industry-focused event marketing services.
Sustainability and eco-friendly methods at events are becoming more important to clients & attendees. Event marketing service providers must modify their operations to include sustainable event management strategies into practice as well as locating eco-friendly suppliers. On the other hand, in the event marketing services market, establishing and preserving solid customer connections is crucial. Thus, managing client expectations, fulfilling particular event needs, and guaranteeing client satisfaction can be difficult. But this can be achieved through implementation of relevant strategies. Thus, effective client relationship management is a necessary step for service providers if they want to keep their current customers and attract new ones.
Further, collaboration with industry leaders & influencers raises the profile and legitimacy of events. To promote events, boost attendance, & amplify brand messaging, influencers along with event marketing service providers help customers & form connections. Moreover, it improves the quality & value of events to include thought leaders and subject matter experts as speakers or panels. Events are a key component of integrated marketing campaigns, and service providers for event marketing promote themselves as partners in delivering comprehensive marketing plans. Service providers maximize the impact of events by integrating digital marketing, content marketing, social media, and traditional advertising into event experiences to match them with larger marketing campaigns.
Professionals with the necessary skills, such as event planners, marketers, designers, technologists, and project managers, are in high demand in the event marketing sector. The competitive nature of the market, strong demand for event marketing services, and requirement for specialized knowledge make it difficult to attract & keep top clients and customers. The quantity & quality of services offered are impacted by skilled labor shortages. To remain competitive and meet customer expectations, event marketing service companies must consistently make investments in technology. However, implementing new technology is expensive and requires numerous resources. Thus, some service providers find it difficult to keep up with the quickly changing technologies in the market.
The major players operating in the global event marketing service market are Bassett Events, Cvent, CWT Meetings & Events, Freeman, Hello Destination Management, Jack Morton Worldwide, Maritz Global Events, Planit Inc., PRA Business Events, and Viva Creative. One such firm, Encore Event Technologies, specializing in event production and technology solutions, was bought by Freeman, a top global provider of event management services in 2019. With the help of this acquisition, Freeman was better equipped to provide audiovisual services, event technology, & staging, expanding its menu of event solutions. In addition, Social Tables was bought by Cvent, a well-known provider of event management technology, in 2018. The software for event seating, diagramming, and check-in was introduced by Social Tables. Through the acquisition, Cvent was able to improve its event planning and diagramming abilities, giving customers a seamless end-to-end event management solution.
Event marketing services help to advertise the event to increase its visibility & attendance. For this purpose, marketing initiatives must be developed and put into action using a variety of channels, including social media, email marketing, content development, advertising, public relations, and the use of influencers or media partnerships. Event marketing services use techniques to include participants before, during, and after the event to provide a memorable and participatory experience. Gamification, interactive seminars, networking possibilities, real-time polling, surveys, and follow-ups after events are some instances of such marketing services tactics.
The market is analyzed on the basis of service, event type, end user, and region. By service, it is divided into event planning & management, event promotion & publicity, event sponsorship & partnerships, and others. As per event type, it is segmented into trade shows, product launches, exhibitions & conferences, promotional events, and others. Depending on end user, it is classified into corporate, trade associations, educational institutions, entertainment, and others. Region wise, it is analyzed across North America (the U.S., Canada, and Mexico), Europe (France, Germany, Italy, Spain, the UK, and rest of Europe), Asia-Pacific (China, Japan, India, Singapore, Australia, and rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Saudi Arabia, United Arab Emirates, and rest of LAMEA).
Businesses must take ROI into account when allocating marketing budgets. The indicators for measuring the success of events, such as attendee engagement, lead generation, sales conversions, and brand exposure, are provided by event marketing services which help in increasing ROI during a particular period of time. Demand for event marketing services is driven by the ability to track event performance and provide ROI.
Delivering targeted event experiences depends heavily on event marketing services that offer sector-specific expertise and target niche markets. Industry knowledge and the need for customized strategies are what is driving demand for industry-focused event marketing services.
Sustainability and eco-friendly methods at events are becoming more important to clients & attendees. Event marketing service providers must modify their operations to include sustainable event management strategies into practice as well as locating eco-friendly suppliers. On the other hand, in the event marketing services market, establishing and preserving solid customer connections is crucial. Thus, managing client expectations, fulfilling particular event needs, and guaranteeing client satisfaction can be difficult. But this can be achieved through implementation of relevant strategies. Thus, effective client relationship management is a necessary step for service providers if they want to keep their current customers and attract new ones.
Further, collaboration with industry leaders & influencers raises the profile and legitimacy of events. To promote events, boost attendance, & amplify brand messaging, influencers along with event marketing service providers help customers & form connections. Moreover, it improves the quality & value of events to include thought leaders and subject matter experts as speakers or panels. Events are a key component of integrated marketing campaigns, and service providers for event marketing promote themselves as partners in delivering comprehensive marketing plans. Service providers maximize the impact of events by integrating digital marketing, content marketing, social media, and traditional advertising into event experiences to match them with larger marketing campaigns.
Professionals with the necessary skills, such as event planners, marketers, designers, technologists, and project managers, are in high demand in the event marketing sector. The competitive nature of the market, strong demand for event marketing services, and requirement for specialized knowledge make it difficult to attract & keep top clients and customers. The quantity & quality of services offered are impacted by skilled labor shortages. To remain competitive and meet customer expectations, event marketing service companies must consistently make investments in technology. However, implementing new technology is expensive and requires numerous resources. Thus, some service providers find it difficult to keep up with the quickly changing technologies in the market.
The major players operating in the global event marketing service market are Bassett Events, Cvent, CWT Meetings & Events, Freeman, Hello Destination Management, Jack Morton Worldwide, Maritz Global Events, Planit Inc., PRA Business Events, and Viva Creative. One such firm, Encore Event Technologies, specializing in event production and technology solutions, was bought by Freeman, a top global provider of event management services in 2019. With the help of this acquisition, Freeman was better equipped to provide audiovisual services, event technology, & staging, expanding its menu of event solutions. In addition, Social Tables was bought by Cvent, a well-known provider of event management technology, in 2018. The software for event seating, diagramming, and check-in was introduced by Social Tables. Through the acquisition, Cvent was able to improve its event planning and diagramming abilities, giving customers a seamless end-to-end event management solution.
Key Benefits For Stakeholders
- This report provides a quantitative analysis of the market segments, current trends, estimations, and dynamics of the event marketing service market analysis from 2022 to 2032 to identify the prevailing event marketing service market opportunities.
- The market research is offered along with information related to key drivers, restraints, and opportunities.
- Porter's five forces analysis highlights the potency of buyers and suppliers to enable stakeholders make profit-oriented business decisions and strengthen their supplier-buyer network.
- In-depth analysis of the event marketing service market segmentation assists to determine the prevailing market opportunities.
- Major countries in each region are mapped according to their revenue contribution to the global market.
- Market player positioning facilitates benchmarking and provides a clear understanding of the present position of the market players.
- The report includes the analysis of the regional as well as global event marketing service market trends, key players, market segments, application areas, and market growth strategies.
Additional benefits you will get with this purchase are:
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Key Market Segments
By Service
- Event Planning and Management
- Event Promotion and Publicity
- Event Sponsorship and Partnerships
- Others
By Event Type
- Trade Shows
- Product Launches
- Exhibitions and Conferences
- Promotional Events
- Others
By End User
- Corporate
- Trade Associations
- Educational Institutions
- Entertainment
- Others
By Region
- North America
- U.S.
- Canada
- Mexico
- Europe
- France
- Germany
- Italy
- Spain
- UK
- Rest of Europe
- Asia-Pacific
- China
- Japan
- India
- Singapore
- Australia
- Rest of Asia-Pacific
- LAMEA
- Brazil
- South Africa
- Saudi Arabia
- United Arab Emirates
- Rest of LAMEA
Key Market Players
- Planit Inc.
- Jack Morton Worldwide Inc.
- CWT Global B.V.
- The Freeman Company, LLC
- Hello Destination Management, LLC
- VIVA Creative
- PRA Events, Inc.
- Maritz Holdings LLC
- Cvent Holding Corp.
- Bassett Events
Table of Contents
CHAPTER 1: INTRODUCTION
CHAPTER 2: EXECUTIVE SUMMARY
CHAPTER 3: MARKET OVERVIEW
CHAPTER 4: EVENT MARKETING SERVICE MARKET, BY SERVICE
CHAPTER 5: EVENT MARKETING SERVICE MARKET, BY EVENT TYPE
CHAPTER 6: EVENT MARKETING SERVICE MARKET, BY END USER
CHAPTER 7: EVENT MARKETING SERVICE MARKET, BY REGION
CHAPTER 8: COMPETITIVE LANDSCAPE
CHAPTER 9: COMPANY PROFILES
List of Tables
List of Figures
Executive Summary
According to this report, the event marketing service market was valued at $447.7 billion in 2022, and is estimated to reach $972 billion by 2032, growing at a CAGR of 7.2% from 2023 to 2032.Professional services that help businesses plan, organize, & promote their events to meet certain marketing objectives are referred to as event marketing services. Usually, event management organizations or marketing firms with a focus on event promotion offer these services. Numerous event marketing services employ technological solutions to improve the guest experience, speed up the registration & ticketing procedures, encourage networking, offer real-time data, and enable virtual or hybrid event choices. A few event marketing companies provide event production services as well, which could include stage design, audiovisual production, lighting, setup, and general event execution.
The event marketing services market is analyzed on the basis of service, event type, end user, and region. By service, it is divided into event planning & management, event promotion & publicity, event sponsorship & partnerships, and others. As per event type, it is segmented into trade shows, product launches, exhibitions & conferences, promotional events, and others. Depending on end user, it is classified into corporate, trade associations, educational institutions, entertainment, and others. Region wise, it is analyzed across North America (the U. S., Canada, and Mexico), Europe (France, Germany, Italy, Spain, the UK, and rest of Europe), Asia-Pacific (China, Japan, India, Singapore, Australia, and rest of Asia-Pacific), and LAMEA (Brazil, South Africa, Saudi Arabia, United Arab Emirates, and rest of LAMEA).
Targeting particular demographics, industries, or interest groups is possible for businesses through events. Companies can directly communicate with their target market through event marketing strategy, which improves the likelihood of significant engagement & conversion. Event marketing promotes technological integration that improves event experiences & offers insightful information, including interactive displays, virtual & hybrid events, and event management tools. Services for event marketing make use of technology to present creative solutions that improve attendee engagement, expedite procedures, and produce quantifiable outcomes.
On the contrary, unexpected interruptions to events might occur due to natural disasters, political unrest, public health issues (such as pandemic), or security concerns. As a result of these interruptions, events may be canceled, delayed, or may have their scope altered which pose a negative effect on the business operations & revenue of event marketing service providers. In addition, the demand for event marketing services varies seasonally. Thus, event marketing service companies must efficiently manage their cash flow & resources to deal with seasonal fluctuations.
As businesses & attendees place a higher priority on eco-friendly practices, there is observed increase in demand for sustainable events. Event marketing service providers take advantage of this trend by providing environmentally friendly event solutions, such as eco-friendly venue selection, waste reduction tactics, carbon offset programs, and sustainable supply chain management. Offering eco-friendly event alternatives helps service providers stand out in the market and draw in clientele that cares about the environment. Moreover, events produce a vast amount of data, which is used to gather insights and assess the efficacy of marketing campaigns. Providers of event marketing services offer data analytics services to clients to assist in understanding attendee behavior, preferences, and levels of participation. Thus, they optimize event planning, boost marketing ROI, and give clients useful metrics by utilizing data-driven insights.
The major players analyzed for the global event marketing service market are Bassett Events, Cvent, CWT Meetings & Events, Freeman, Hello Destination Management, Jack Morton Worldwide, Maritz Global Events, Planit Inc., PRA Business Events, and Viva Creative. For instance, to improve their production and technology services for events, PSAV, a major global event production company, teamed with EventEQ in 2021. EventEQ focuses on cutting-edge event technologies & design and provides cutting-edge options for lighting, audio, video, and staging. By joining forces, PSAV and the partner companies aimed to offer more services and host cutting-edge events. Further, in 2018, Poken, a supplier of technology for event engagement & data collection, was bought by GES, a top global event marketing business. Poken's interactive features, which include digital touchpoints, lead generation, and measurement capabilities, enable GES to improve its attendee engagement solutions through the acquisition.
KEY FINDINGS OF THE STUDY
By service, the event planning & management segment was the highest revenue contributor to the market, with $178.90 billion in 2022, and is estimated to reach $380.14 billion by 2032, with a CAGR of 7.0%.As per event type, the exhibitions & conferences segment was the highest revenue contributor to the market, with $135.04 billion in 2022, and is estimated to reach $301.72 billion by 2032, with a CAGR of 7.5%.
Depending on end user, the entertainment segment was the highest revenue contributor to the market, with $129.64 billion in 2022, and is estimated to reach $309.83 billion by 2032, with a CAGR of 8.2%.
Region wise, Europe was the highest revenue contributor, accounting for $160.44 billion in 2022, and is estimated to reach $294.43 billion by 2032, with a CAGR of 5.4%.
Companies Mentioned
- Planit Inc.
- Jack Morton Worldwide Inc.
- CWT Global B.V.
- The Freeman Company, LLC
- Hello Destination Management, LLC
- VIVA Creative
- PRA Events, Inc.
- Maritz Holdings LLC
- Cvent Holding Corp.
- Bassett Events
Methodology
The analyst offers exhaustive research and analysis based on a wide variety of factual inputs, which largely include interviews with industry participants, reliable statistics, and regional intelligence. The in-house industry experts play an instrumental role in designing analytic tools and models, tailored to the requirements of a particular industry segment. The primary research efforts include reaching out participants through mail, tele-conversations, referrals, professional networks, and face-to-face interactions.
They are also in professional corporate relations with various companies that allow them greater flexibility for reaching out to industry participants and commentators for interviews and discussions.
They also refer to a broad array of industry sources for their secondary research, which typically include; however, not limited to:
- Company SEC filings, annual reports, company websites, broker & financial reports, and investor presentations for competitive scenario and shape of the industry
- Scientific and technical writings for product information and related preemptions
- Regional government and statistical databases for macro analysis
- Authentic news articles and other related releases for market evaluation
- Internal and external proprietary databases, key market indicators, and relevant press releases for market estimates and forecast
Furthermore, the accuracy of the data will be analyzed and validated by conducting additional primaries with various industry experts and KOLs. They also provide robust post-sales support to clients.
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