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EventView 2007: North America David M. Rich Senior Vice President, Strategic Marketing/Worldwide George P. Johnson Table of Contents Study Overview Key Macro Trends In Event Marketing North America Findings Questions Take-Aways Conclusions, Opportunities, Recommendations

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EventView 2007: North America

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EventView 2007: North America

David M. Rich

Senior Vice President, Strategic Marketing/Worldwide

George P. Johnson


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Table of Contents

  • Study Overview

  • Key Macro Trends In Event Marketing

  • North America Findings

    • Questions

    • Take-Aways

  • Conclusions, Opportunities, Recommendations


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Why identify trends?

Are you a person who tends to:

  • Move early by seeking the opportunity to define what’s happening?

  • Move cautiously by watching what’s happening and jumping in when things reach critical mass?

  • Move reluctantly leaving you to wonder what happened?


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Study Overview

  • Annual, global and first-of-its-kind study of event marketing trends across industries and geographic regions

  • Launched in 2002 by George P. Johnson (GPJ), EventView is the longest –running study of the event marketing industry

  • Co-sponsored by MPI Foundation since 2003

  • Co-sponsored by the Event Marketing Institute first time in 2007

  • Currently in it’s 6th year reporting on the perceptions senior level executives have of event marketing

  • US respondents surveyed earn upwards of $200 million in annual revenue with over 49% of US based respondents representing companies that generate over 1 billion in revenue

    • Worldwide respondents earn upwards of $100 million annually

  • Aligns with MPI Strategic Plan


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Survey Demographics


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Key North America Trends in Event Marketing


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Key North America Trends in Event Marketing2003 - 2007

Key Take Away: Key indicators show that although event budgets have fluctuated some what, event marketing’s proportion of the overall marketing budget has increased.


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Key North America Trends in Event MarketingImplications

  • Overall, the percentage of respondents who perceive the future importance of event marketing to be increasing has remained optimistic across the history of the study

  • The percentage of respondents expecting their event marketing budgets to increase has seen some fluctuation over the years

  • 2007 sees only a slight decline in budget projections from 2006

  • This may correlate to tightening marketing budgets and not necessarily a decline in the perception of event marketing’s value to the organization

  • Event marketing’s proportion of the overall marketing budget is a clear indicator of an industry that is gaining ground and maturing


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Key North America Findings


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Marketing Concerns

  • Thinking about your current marketplace, what would you say is your primary marketing concern today?

    • Measurement of return on marketing investments

    • Re-engineering the marketing mix to improve performance

    • Reaching new customers

    • Keeping loyal, profitable customers

    • Growing market share profitably

    • Maximizing sales in emerging markets

    • Building brand awareness


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Companies’ Primary Marketing ConcernNorth America

Key Take Away: 25% of respondents said their most important marketing concern was reaching new customers. Reaching new customers has been the primary concern among respondents for the past two years.


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The Role of Event Marketing

  • In planning a marketing campaign, what best describes the role of event marketing?

    • A Lead Tactic

    • A Vital Component Of The Plan

    • Taken Under Consideration With Other Mediums

    • Usually An After Thought


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The Role of Event MarketingNorth America – 2005 - 2007

Key Take Away: Over time, consideration of event marketing as part of the marketing campaign has steadily increased, indicating broader awareness and acceptance of it’s significance in the marketing mix.


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The Role of Event Marketing

  • What percentage of the marketing budget is spent on events?


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Event Marketing’s Share Of The Marketing BudgetNorth America -2004 – 2007

Key Take Away: Event marketing’s share of the marketing budget in North America is at an all time high at 27%.


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Importance of Event Marketing

  • How do you estimate the future importance of event marketing for your organization?

    • Increasing Strongly

    • Increasing

    • Remaining Constant

    • Decreasing


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Future Importance of Event MarketingNorth America 2004 – 2007

Key Take Away: Historical growth and optimism about the future importance of event marketing continues among North American respondents.


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Marketing Budget Allocations

  • What types of external events currently account for the majority of your event budget?

    • Mall Marketing

    • Guerilla Marketing

    • Sports / Entertainment Sponsorships

    • Road Shows & Mobile Marketing

    • Conferences & Seminars

    • Trade Shows

    • Grassroots Campaigns

    • College Marketing

    • Nightlife Campaigns


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External Event DistributionNorth America – 2004 - 2007

Key Take Away: Since 2004, trade shows and conferences account for the majority of the event budget.


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Marketing Budget Allocations

  • If you have experienced a budget increase, where will the extra dollars go to?

    • Event marketing

    • Print advertising

    • Broadcast advertising

    • Sales promotions

    • Public relations

    • Web marketing

    • Direct mail


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Budget Increase AllocationNorth America vs. Worldwide 2007

Key Take Away: Event marketing gains the most from shifting marketing dollars.


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Marketing Budget Allocations

  • If you have experienced a budget decrease, where will the dollars come from?

    • Event marketing

    • Print advertising

    • Broadcast advertising

    • Sales promotions

    • Public relations

    • Web marketing

    • Direct mail

    • I have not experienced a budget increase


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Budget Decrease AllocationNorth America vs. Worldwide 2007

Key Take Away: A significant 51% of worldwide respondents indicate that the print advertising budget will be the first affected by marketing budget cuts . Event marketing and print advertising budgets are affected equally among North American respondents (35%).


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Return on Investment and Demand Generation Leadership

  • Of the following marketing elements, which would you say provides the greatest return on investment?

    • Direct Mail

    • Web Marketing

    • Public Relations

    • Sales Promotions

    • Broadcast Advertising

    • Print Advertising

    • Event Marketing


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The Greatest ROI in MarketingNorth America – 2004 - 2007

Key Take Away: Event marketing is perceived by this audience to provide a higher ROI than broadcast advertising, by a factor of five.


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Return on Investment and Demand Generation Leadership

  • Why does event marketing provide the greatest ROI?

    • It can be measured

    • Minimal investment for highest exposure?

    • Wide exposure?

    • In person contact?

    • Reaches a targeted audience?

    • Builds new contacts?

    • Primary source of information?

    • Number of people reached?


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Why Event Marketing Provides Greatest ROINorth America vs. Worldwide 2007

Key Take Away: 51% of North American respondents (67% worldwide) consider event marketing to provide the greatest ROI because it includes opportunities for in-person (face to face) contact.


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Return on Investment and Demand Generation Leadership

  • What external events provide the greatest ROI?

    • Nightlife Campaigns

    • College Marketing

    • Grassroots Campaigns

    • Mall Marketing

    • Guerilla Marketing

    • Sports / Entertainment Sponsorships

    • Road Shows & Mobile Marketing

    • Conferences & Seminars

    • Trade Shows


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ROI of External EventsNorth America – 2004 - 2007

Key Take Away: The perception that trade shows provide the greatest ROI continues to increase.


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ROI of Internal EventsNorth America – 2006 - 2007

Key Take Away: Education training and sales / marketing meetings are considered to provide the highest ROI of all internal events


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Use of Measurement

  • How many do any event measurement?


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Measurement in Event MarketingNorth America - 2005 - 2007

Key Take Away: The percentage of North American respondents who reported that they measured in 2007 decreased 11% from 2006 but is 12% higher than respondents measuring in 2005.


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Budget Allocations for MeasurementNorth America – 2004 - 2007

Key Take Away: Budget allocations for measurement are at an all time high


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Measurement Focus

  • What are you measuring?

    • Number of qualified leads?

    • Learning impact?

    • Media impressions?

    • Overall experience satisfaction?

    • Attendance?

    • Quality of leads?

    • Sales increase?

    • Overall communication effectiveness?

    • Change in brand perception?

    • Other?


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Measurement TopicsNorth America 2006 - 2007

Key Take Away: The leading category of measurement for North American respondents was quantifying the number of qualified leads (42%).


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Measurement Impacts Event Marketing BudgetsNorth America 2007

Key Take Away: Among North American respondents, companies who measure are nearly 2 times more likely to expect increases in their event marketing budgets than those who don’t measure.


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Awareness of Experience Marketing

  • Which of the following statements best describes for you the term Experience Marketing?

    • An event where an audience has the opportunity to interact with a company's product/service

    • An event where an audience has the opportunity to interact with a company's product/service and its brand

    • An integrated interaction with a company's product/service and its brand before, during and after event(s) through the combination of media

    • Other


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Perception of Experience MarketingNorth America 2006 - 2007


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Experience Marketing at WorkNorth America 2007

Key Take Away: Building awareness is most frequently sited as the primary marketing objective experience marketing is used to support.


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Transition to Experience Marketing

  • How quickly are you transitioning?

    • Not at all?

    • Don’t know?

    • In the next three months?

    • In the next six months?

    • In the next twelve months?


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The Transition to Experience MarketingNorth America 2007

Key Take Away: North American respondents continue to plan for swift transitions of their event marketing initiatives into experience marketing efforts.


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Procurement Influence

  • To what degree does your procurement or purchasing department influence the selection of an event marketing provider (1=low, 5=high)?


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Procurement InfluenceNorth America 2005 and 2007

Key Take Away: Respondents’ perception of procurement’s influence on the selection of event marketing providers was slightly higher in 2005 than 2007


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Procurement Influence

  • Would you say the influence of procurement or purchasing in the selection of a provider is:

    • Increasing Strongly

    • Increasing

    • Constant

    • Decreasing


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Procurement InfluenceNorth America 2005 and 2007

Key Take Away: The percentage of respondents that perceive procurement’s influence to be increasing has risen somewhat since 2005.


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Green Initiatives Implementation

  • When do you plan on implementing green initiatives within the event function?

    • No current plans

    • Do not know

    • In the next three months

    • In the next six months

    • In the next twelve months


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Green Initiatives ImplementationNorth America vs. Worldwide 2007

Key Take Away: 34% of North American respondents will be implementing green initiatives within the next 12 months.


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Green Initiatives

  • Why is your company implementing a green initiative?

    • Corporate responsibility mandate

    • Cost savings

    • Gain a competitive advantage

    • Win or maintain customer loyalty

    • Don’t know


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Green InitiativesNorth America vs. Worldwide 2007

Key Take Away: Of the North American respondents who indicate that they will implement green initiatives, 50% will do so as a result of corporate responsibility mandates.


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Key Take Aways


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Key Take Aways

  • Historically, 49% of the respondents since EventView’s inception, are optimistic about the future importance of event marketing

  • Event marketing’s share of the marketing budget is at an all time high at 27%

  • When budgets increase, event marketing gains the most in the marketing mix

  • When marketing budgets decrease, event marketing and print advertising budgets are affected equally among North American respondents

  • Since 2004, event marketing has been considered by respondents to provide the greatest ROI among marketing channels and is perceived by this audience to provide a higher ROI than broadcast advertising, by a factor of five

  • The percentage of respondents who conduct post event measurement declined slightly from 2006


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Key Take Aways

  • The percentage of the budget allocated to event measurement is at an all time high

  • Companies who measure are nearly 2 times more likely to expect increases in their event marketing budgets than those who don’t measure

  • 54% of North American respondents will transition their event marketing initiatives into experience marketing efforts within the next 12 months

  • 25% of 2007 respondents report that procurement’s influence on the selection of event marketing providers is moderate to high

  • 34% of North American respondents will be implementing green initiatives within the next 12 months


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How does this affect you?

  • Figure out how to leverage ‘Don’t Know’

  • As the future importance of event marketing increases, event marketing continues to demonstrate value… are you?

  • Decide what role you want to evolve into (or not) within these trends

  • The transition to experience marketing creates new demands and the need to make new career decisions.

    • View this (r)evolution as an opportunity for:

      • Personal innovation

      • Clarity

      • Increased career satisfaction

  • Expenditures are under the microscope… are you measuring, and if so, what?

  • The job marketplace is looking for even higher ROI. Can QuickTime Playeryou deliver?


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David M. RichSenior Vice President, Strategic Marketing/WorldwideGeorge P. Johnson 508.513.3398


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