The data displays the planned change in spending on various corporate events in the U.S. in 2018. The data displays that organizations were most likely to have a planned spending increase for product launches (24% planned increase) and VIP customer events (19% planned increase). During a consumer survey, 74% of consumers stated that attending a branded live event made them more likely to purchase the promoted product. This might be a reason why marketers expect high return on investment when event marketing is considered.
