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
EventView 2007: North America
David M. Rich
Senior Vice President, Strategic Marketing/Worldwide
George P. Johnson
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Key North America Trends in Event Marketing
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.
Key North America Findings
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.
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.
Key Take Away: Event marketing’s share of the marketing budget in North America is at an all time high at 27%.
Key Take Away: Historical growth and optimism about the future importance of event marketing continues among North American respondents.
Key Take Away: Since 2004, trade shows and conferences account for the majority of the event budget.
Key Take Away: Event marketing gains the most from shifting marketing dollars.
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%).
Key Take Away: Event marketing is perceived by this audience to provide a higher ROI than broadcast advertising, by a factor of five.
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.
Key Take Away: The perception that trade shows provide the greatest ROI continues to increase.
Key Take Away: Education training and sales / marketing meetings are considered to provide the highest ROI of all internal events
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.
Key Take Away: Budget allocations for measurement are at an all time high
Key Take Away: The leading category of measurement for North American respondents was quantifying the number of qualified leads (42%).
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.
Key Take Away: Building awareness is most frequently sited as the primary marketing objective experience marketing is used to support.
Key Take Away: North American respondents continue to plan for swift transitions of their event marketing initiatives into experience marketing efforts.
Key Take Away: Respondents’ perception of procurement’s influence on the selection of event marketing providers was slightly higher in 2005 than 2007
Key Take Away: The percentage of respondents that perceive procurement’s influence to be increasing has risen somewhat since 2005.
Key Take Away: 34% of North American respondents will be implementing green initiatives within the next 12 months.
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.
Key Take Aways
David M. RichSenior Vice President, Strategic Marketing/WorldwideGeorge P. Johnson 508.513.3398