Eventview 2008 highlights the high importance of events in brand communications

This is one of the findings of the report, produced this year through the collaboration of George P. Johnson (GPJ), The Meeting Professionals International (MPI) Foundation and the Event Marketing Institute (EMI).

“Leading businesses are now realising that creating live experiences that allow their customers to really engage with their brand cuts through the advertising clutter and builds stronger, longer lasting affinity, preference and loyalty”, said Kim Myhre VP/General Manager of GPJ’s London office

Key findings in EventView 2008: Western Europe include:
• 34% of respondents expect that their event marketing budgets to increase within the next 12 months.
• 73% of respondents say they are currently trying some form of experience marketing.
• 43% of companies who have tried some form of experience marketing state that they will continue their transition within the next 12 months.
• 23% of respondents state that the influence of procurement is growing when selecting a marketing provider.
• 47% of respondents plan to implement green event initiatives within the next 12 months.
• 16% of respondents indicate that event marketing produces the second greatest ROI of marketing channels, second to sales promotions.

Additionally, 44% of respondents feel that the importance of event marketing is increasing. “What we are seeing is that events and experience marketing are the shortest distance between the brand and its audience, a fact that is raising events upstream in the brand communications process,” said Kerry Smith, Executive Director of EMI.