Why Event Marketing Spend is Booming in the UK
Event marketing budgets in the UK have soared to an unprecedented high, growing by 23% in Q1 2024, according to the latest research published in the IPA Bellwether Report.
This remarkable surge marks the ninth consecutive quarter of growth for the live events sector, with event marketing outstripping other marketing areas such as direct marketing and sales promotions.
The research carried out among more than 300 UK marketers reveals that 37% have reported a significant increase in event marketing spend, which underscores a strong business desire to forge deeper connections with customers through immersive experiences.
Companies are increasingly prioritising live events to engage directly with their audience, creating memorable interactions that digital channels alone cannot achieve.
Key Drivers Behind the Surge
Economic Recovery: The UK economy is showing signs of recovery, bolstering business confidence and encouraging higher investment in marketing activities. Companies are capitalising on the positive economic outlook by increasing their spending on events.
Enhanced Customer Engagement: Live events provide a unique opportunity for brands to engage with customers on a personal level. The interactive nature of events allows businesses to build stronger relationships and foster brand loyalty.
Measurable ROI: Advances in event technology have improved the ability to measure the return on investment (ROI) from events. Marketers can now track engagement and conversion rates more accurately, demonstrating the tangible benefits of event marketing.
Innovation in Event Formats: The evolution of virtual and hybrid event formats has expanded the reach and impact of live events. These innovative formats enable brands to connect with larger and more diverse audiences while still delivering personalised experiences.
Competitive Differentiation: In a competitive market, live events offer a powerful way for brands to stand out. By creating distinctive and memorable experiences, companies can differentiate themselves from competitors and leave a lasting impression on their audience.
Leading UK Brands Implementing Live Events
Several leading brands are at the forefront of this trend, using live events to enhance their marketing strategies and incorporating promotional products to amplify their impact.
Samsung UK
The technology giant often implements a range of live events to showcase its latest products. Samsung’s ‘Experience Innovation’ tour has travelled across major UK cities, allowing consumers to try out the latest Samsung devices in an interactive environment. To enhance these events, Samsung provide attendees with branded tech accessories, such as phone stands and screen cleaning kits, ensuring that participants leave with useful items that keep the Samsung brand visible in their daily lives.
Jaguar Land Rover
The automotive giant has been hosting lavish car launch events and driving experiences. The brand offers a series of off-road driving events across the UK, giving potential customers a hands-on experience with their vehicles’ capabilities. To complement these events, Jaguar Land Rover provide attendees with branded outdoor gear, such as rugged water bottles and adventure journals, reinforcing the brand’s association with exploration and durability.
Waitrose
The supermarket chain has embraced live events to enhance customer loyalty and engagement. Its ‘Taste of Waitrose’ food festivals held across various UK locations have featured cooking demonstrations by celebrity chefs, wine tasting sessions, and exclusive product samplings. As part of these events, Waitrose distribute branded aprons, recipe books, and reusable shopping bags, which serve both as functional items and as ongoing reminders of the high-quality products available at Waitrose stores.
John Lewis & Partners
The retailer has also successfully implemented a series of exclusive product launches and interactive workshops. For instance, its ‘Christmas Emporium’ events in 2023 allowed customers to experience and purchase festive products in a themed environment. As part of this programme, John Lewis distributed branded Christmas ornaments and Festive tote bags to attendees, enhancing the shopping experience and providing lasting mementos that keep the brand front of mind.
Future Outlook
According to the research, as businesses recognise the value of live events in driving engagement and fostering customer loyalty, the trend towards increased investment in this area is expected to rise.
The booming spend on event marketing is reflective of a broader shift towards experience-driven marketing strategies. As consumers increasingly seek out meaningful and engaging interactions with brands, businesses are responding by allocating more resources to events that deliver these experiences.
With the UK economy on the upswing and continuous advancements in event technology, businesses are well-positioned to leverage the power of live events to drive growth and deepen customer relationships in the years ahead.
Further Reading / Sources
Bellwether Report: Marketing budget growth cools in Q1, but remains strong amid positive 2024/25 outlook IPA Bellwether
