International events marketing company Snöball has launched the first Peer-to-Peer Marketing Annual Benchmark Report. The report provides new insights into the effectiveness of peer-to-peer (P2P) marketing for events.
With rising costs, late registrations, falling budgets and staff shortages, the events industry has no shortage of challenges. It’s up to industry professionals to find a way around these issues and hook the interest of attendees. Compiling useful data is central to this process.
The new report by Snöball pulls data from B2B conferences, trade shows, exhibitions and more.
The key takeaways are:
- P2P marketing is a cost-efficient conversion machine
- 32% of social posts and shares translate into confirmed registrations (meaning 7% of event attendees come from P2P efforts)
- Average open rate for emails inviting event stakeholders to participate in P2P campaigns is 51%
- Each post shared by speakers and exhibitors generates an average of 10 new potential attendees
- For social media sharing, direct messages and chats are most valuable, bringing in 37% of business, followed by LinkedIn at 28%
Rachel Stephan, CEO of Snöball, commented: “We are thrilled to introduce our first-ever Peer-to-Peer Marketing Annual Benchmark Report. By harnessing the power of P2P marketing, we are helping events of all sizes increase awareness and boost registrations.”
