TrendWatch survey finds marketers recognize the value of face-to-face events

Event marketing is growing in importance to marketers, according to the TrendWatch survey, co-produced by TBA Global and Event Marketer magazine. Marketers (85.5% of those surveyed) say they’re implementing marketing efforts at the same, or more, events than three years ago. Approximately 89% believe they’re getting the same, or more, value out of the events they participate in than they did three years ago. The report surveyed 100 brand marketers from Fortune 1000 companies.

When asked to cast aside price or budget concerns, 36.5% of marketers said experiential marketing is the most effective type of media. Experiential marketing was sited as the most cost effective type of media by 16.3% of marketers. Another 35.9% believed it was the second most cost effective type of media. After live events, marketers selected online media, direct marketing, sales promotions, advertising and public relations as offering the greatest return on investment.

Other findings of the survey include:
• 61.4% of marketers use large trade shows, primarily to generate demand for a product.
• 54.6% of marketers use regional trade shows, primarily to gain more face time with a specific target base.
• 42.1% also participate in road shows – a segment the survey says will continue to grow in popularity.

Some of the biggest marketing challenges in 2007, according to survey respondents, will be:
• Clutter – The growing recognition among marketers of the importance of face-to-face marketing means more competitors will also invest in face-to-face marketing.
• Message tune out – The more experiential marketing messages out there, the harder it will be for customers to hear them.
• Fragmentation of media – Marketers feel they must spread their dollars over a wider variety of media options.
• Online media – Attendees may begin to feel they don’t need to go to an event to learn about new products.
• Measurement – Companies must find effective ways to measure their participation in events.
• Fewer trade shows – As more corporate events are produced, underperforming trade shows will be cut from a marketer’s schedule.
• Extending the life of the experience – Marketers are looking for more ways to extend the value of their live event participation over the rest of the year.