Event Marketing Steps Into the Spotlight
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No longer a bit player, event marketing is moving to center stage as a powerful means to share a message. According to an exclusive study from PROMO magazine, budgets for event marketing reached an average of $827,911 last year, and are expected to rise 15 percent to 20 percent this year. The data is based on responses from corporate brand, agency, retail and service companies; totals may exceed 100 percent because multiple answers are possible.
Whom do you primarily work with to plan event marketing programs?
In-house marketing/event department 79%
Full-service promotion agency 22%
Event marketing agency 19%
Independent event planner 17%
What are the marketing goals for the event marketing programs that your organization implements?
Boost sales 79%
Raise brand awareness 74%
Capture market share 64%
Meet customers face-to-face 53%
Increase revenue 51%
Capture customer data 45%
Generate trial 36%
What advance methods do you use for driving attendance?
Direct mail 64%
Local radio 46%
In-store promotion 43%
Guerrilla marketing 41%
Local TV 24%
Local free-standing inserts 14%
How do you measure ROI (return on investment)?
Head count 67%
Register sales 49%
Samples/coupons distributed 35%
Internet hits 28%
Other 23%
This data is excerpted from PROMO’s “2004 Event Marketing Study”. For more, visit www.promomagazine.com/event_marketing.
