Top Five Event Marketing Facts

March 14, 2011 - PRLog -- The Event Marketing Institute compiled an annual Event View study. Below is an excerpt from the study and the top five facts for 2010.

Event View is more than the broadest survey of marketing and sales leaders’ budget plans related to event marketing, and a benchmarking model for event marketing professionals. It’s an orientation point for better decision-making around the marketing mix as a whole as brand marketers, agencies and others in the event marketing ecosystem move forward.

1. “Going Green” is still a consideration for many event marketers with 27 percent planning a move within the next three months. But significantly, 53 percent report they have no current plans
2. When it comes to Experience Marketing, 34 percent of respondents plan to move to an experience-driven portfolio within the next three to 12 months, while 31 percent say they have already done so
3. The percentage of marketers that rank the future importance of events as increasing went up this year, from 29 percent to 36 percent
4. Respondents report that of all marketing elements, they see the greatest ROI from Web marketing (40%), with event marketing coming in second at 22 percent
5. When asked to list the top three marketing elements for accelerating and deepening relationships, event marketing led at 64 percent, followed by social marketing at 55 percent and Web marketing at 54 percent

Based on the number one fact, marketers are turning to event marketing to build relationships with customers. But, what happens at the event? There is an opportunity to add the other two marketing elements for accelerating and deepening relationships, social media and the internet. Event marketers are now including internet access for their customers at events, setting up stations with computers, etc. An effective approach, but it does cut into the ROI of the event. One method is using Keshot photo booth, a social engagement platform that offers real-time connection to the social media while at the event. These photo booths are actually ideal for lead generation as well, delivering on all the emails gathered at the event and weeks after the event.
As event marketing is added to overall marketing mix budget, unique solutions will be needed to reach target customers.

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