ACTUALLY, THE FACT ABOUT THE EVENTS INDUSTRY IS....
At a time when most media are under pressure, it is the events industry that is more than holding its own. The release of the industry’s most comprehensive annual survey, the ‘EIA Facts 2008’, has shown events to have bucked the negative trends of the current media climate, where most other sectors – especially print and television – are reporting severe annual declines.
The ‘EIA Facts 2008’ (published today) gathered information from no fewer than 812 events – up by a third on last year’s edition – comprising of 374 B2B (trade) events, 329 B2C (public/consumer) events and 109 outdoor events. The report expanded its ‘universe’ this year, by accepting data on any event hosted within a venue comprising of at least 500 square metres covered space (thus reducing this specification from the 2,000 square metres parameter used last year).
The report’s key industry measurement categories, namely attendance and net (sold) space, both saw increases in overall median results of 1% and 5% respectively, when using like-for-like data for 156 events over three years to 2007. Given the present context, this is highly encouraging news for the industry, and further evidence of the rise of ‘live event marketing’ as a front-of-mind choice of the modern marketing professional.
‘EIA Facts 2008’ offers detailed analysis across the B2B and B2C markets, providing attendance, net space and industry sector examination at both national and regional levels. The report also includes insightful ‘state of the nation’ contributions from leading players within the events world, and the ‘AEO 100’ , a report listing the top 100 AEO member audited B2B and B2C events in 2007 by both attendance and net space.
“The ‘EIA Facts 2008’ demonstrates that the events business is alive and well and the unique benefits that we offer brands, organisations, exhibitors and visitors – innovation, information and experience delivered in a live environment – are still very much in demand,” comments Nigel Nathan (MD of EC&O Venues, and EIA Board member), who went on to say, “looking ahead though, it remains the responsibility of the EIA and of the industry as a whole to promote the live medium wherever and whenever we can – not simply as a marketing medium in its own right but as complementary to both digital and print media.”
For the second year running, the ‘EIA Facts’ was compiled by Vivid Interface, the full service market research and insight company with a focus on the live event sector. Members of AEO (Association of Event Organisers), AEV (Association of Event Venues) and ESSA (Event Supplier and Services Association) all receive a free-of-charge copy of the report, which they can download at www.eia-facts.com using their unique password. Non-members can purchase the report by contacting Hannah Dickenson on 01379 740069, or by emailing hannah.dickenson@vivid-interface.com. The charge to non-members is £995 + VAT.
