The Power and Value of Event MarketingThe 2004 MPI/GPJ Event Trends ReportGlobal ResultsKim MyhreStrategic Services EMEAFuture Event MarketingTrendsOBJECTIVESExplore the changing information needs of buyers.Assess trends in marketing priorities.Highlight the increasing value and importance of event marketing in theoverall marketing mix – based on recent MPI/GPJ study.Describe how an integrated event marketing approach will drive marketingperformanceThe Value of Event MarketingBuyers information needs are changing.EVENT MARKETING INDUSTRY IS IN TRANSITIONA move from transactional to value based marketingOverwhelmed by clutterConsumers are taking controlLeaning forward vs. leaning backMove from interrupt to Opt inDemand Generation – quality of engagement vs. quantity of transactionsInsight, intimacy, focus and follow-throughThe Value of Event MarketingBuyers information needs are changing.Marketing priorities are changing.5 KEY TRENDS IN MARKETING1.Accountability andmeasurement mandate2.Drive marketingproductivityimprovements3.Marketing and salesalignment4.Focus onsolutionsand customer intimacy v products and transactions5.Centralisationof budget control and visibility on spendSource: IDCThe Value of Event MarketingBuyers information needs are changing.Marketing priorities are changing.Events are becoming a more important part of the marketing mix.Global StudyStudy of Senior Marketing Executives to determine trends in eventmarketing.
651 senior marketing executives (VP, Director) at major companies (over$250M) in these industries:Automotive
Healthcare
Financial services
Technology and telecommunications
Consumer and manufacturing100 members from MPIConfident Industry Forecast8%10%8%11%6%4%7%8%45%48%46%44%31%22%41%38%47%42%46%45%63%74%52%54%0%10%20%30%40%50%60%70%80%90%100%US 03US 04*EUR 03 EUR 04AP 03AP 04*GLOBAL03GLOBAL04DecreaseConstantIncreasingMore than 90%
indicate the
importance of
event
marketing is
growing or
stableEvent Marketing Provides Best ROI0%5%10%15%20%25%30%35%40%Event MarketingPrint AdvertisingBroadcast AdvertisingSales PromotionPublic RelationsWeb or Internet MarketingDirect MarketingGLOBALEvent
marketing
provides the
best ROI
across all
geographiesRegional Differences in Perceived ROI0%5%10%15%20%25%30%35%40%45%50%Event MarketingPrint AdvertisingBroadcast AdvertisingSales PromotionPublic RelationsWeb or Internet MarketingDirect MarketingUSEURAPBudgets Align with Strategic TacticsAnticipated increase in budgets for elements of the marketing mix0%10%20%30%40%50%60%Direct MarketingWeb/InternetPublic RelationsSales PromotionAdvertising (Print)Advertising (Broadcast)Event MarketingGLOBAL43% of
companies plan
to increase
event marketing
budgets, which
represents 20%
of marketing
budgetsRegional Differences in BudgetsAnticipated increase in budgets for elements of the marketing mix0%10%20%30%40%50%60%70%Direct MarketingWeb/InternetPublic RelationsSales PromotionAdvertising (Print)Advertising (Broadcast)Event MarketingUSEURAPSuccess Criteria for Events4.214.384.134.603.933.362.591.002.003.004.005.00Increased Brand AwarenessEnhancement of the CustomerRelationshipIncreased Product KnowledgeIncreased Brand PreferenceQualified Leads GeneratedGaining Competitive IntelligenceAcquisition of New AccountReps/ DistributorsGLOBALEvents should
emphasize
education as much
as awarenessRegional Success Criteria for Events4.614.384.614.603.933.362.5943.943.83.62.92.63.983.653.643.833.273.132.701.002.003.004.005.00Increased Brand AwarenessEnhancement of the CustomerRelationshipIncreased Product KnowledgeIncreased Brand PreferenceQualified Leads GeneratedGaining Competitive IntelligenceAcquisition of New AccountReps/ DistributorsUSEURAPWhat Events Provide the Best ROI?0%5%10%15%20%25%30%35%40%SponsorshipsRoad Shows / Mobile MarketingSeminarsConferencesTradeshowsUSEURAPGLOBALTradeshows
continue to provide
value for marketersMethods for Event Measurement 0%5%10%15%20%25%Media ImpressionsSales IncreaseTraffic CountsAuditsLead Quality and QuantityPost Show SurveysOn-Site SurveysGLOBALEven measurement
involves face-to-
face interaction!North AmericaEvent budgets tied to ROI44% indicate event marketing as thebest perceived ROI, higher than anyother geographyPositive outlook for consumer eventsTradeshows continue to remainimportant for sales
Conferences and seminars are aclose secondSponsorships have declinedEuropeROI is critical to event budgetsEvents exceeds all marketingelements relative to perceived ROI,with direct marketing second
26% indicate tradeshows as the bestROI with seminars and conferencesequivalent at 22% and 21%Relevance of direct marketing, rise ofweb/internet advertisingAsia PacificEvent marketing is magnified74% indicate growing importanceAlmost 20 points higher than theaverageTradeshows are back37% indicate perceived ROI, higherthan any geographyGreater emphasis on brandawarenessBuilding brand names and awarenessStudy SummaryPositive events industry outlook
Focus on demonstrating ROI in marketing mix
New role for events in the sales cycleEmphasis on awareness/education and consideration/preference.Localized strategiesRegional priorities and approaches
Emerging markets have different requirementsShifting priorities and budgetsHighly measurable media
Integration strategiesA move to more integrated event marketing approachTHE VALUE OF EVENT MARKETINGBuyer information needs are changing.Marketing Priorities are changing.Event marketing becoming a more important part of the marketing mix.Integrated Event Marketing practices can drive improved event marketingperformance and ROIFacts based analysisManagement throughMarketing consistencyManagement throughpersonal interpretationLack of return focusConsistent Campaign IntegrationConsistent MessagingConsistent Branding & DesignConsistent Customer ExperienceConsistent Execution QualityObjectives DrivenMeasurement DisciplineCampaign IntegrationPortfolio Planning & ManagementCost EfficiencyDrive evolution from event management culture… to an integrated event marketing culture !THE VALUE OF INTEGRATED EVENT MARKETINGIntegrated Event MarketingA more holistic approach to eventmanagement through theapplication of strategic principles,models and standards based onmarketing best practices.SUMMARY:Understand that your world is evolvingUnderstand the changing business environment – speak their languageYour must be able to prove the results from your eventsProduce manageable and relevant process to measure event successOffer more objectives driven ‘experiences’ to delegates, remember they are a targetcustomer/prospectDevelop an more integrated approach to event marketing to your drive success.

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