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EventView 2009: Global Bruce MacMillan President and Chief Executive Officer Meeting Professionals International Kerry Smith Founder and CEO Event Marketing Institute • Rebecca Leonard • AVP, Marketing & Public Relations • TJ Maxx & Marshalls • David M. Rich • Senior Vice President, Strategic Marketing/Worldwide • George P. Johnson Experience Marketing
Agenda • EventView Background • Status Key Performance Indicators Summary • Trends • Budget • ROI • Measurement • Green • Event-to-Experience Transition • What this means to you
Study Background • Annual, global and first-of-its-kind study of event marketing trends acrossindustries 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 since 2007 • Currently in its 7th year reporting on the perceptions senior level executives haveof event marketing • Global respondents surveyed earn upward of $100 million in annual revenue withover 41% representing companies that generate over one billion in revenue
Survey Demographics - Geography Key Take-away:The following represents the opinions of 920 respondents or 92% of the total sample of 1000. (302 North America, 394 Western Europe, 224 Asia Pacific)
Survey Demographics - Revenue Key Take-away:41% of respondents represent large enterprise companies.
Marketing Budget Key Take Away:32% of respondents have marketing budgets over $1M
Economy Maximizing Sales Keeping Loyal Profitable Customers Re-engineering the marketing mix Companies’ Primary Marketing Concern Global - 2008 Question:Thinking about your current marketplace,what would you say is your primary marketing concern today? Key Take-away:Reaching new customers is the primary concern among respondents, followed by keeping customers and concerns about the economy.
Global Trends inEvent Marketing Status KPI’s Global 2005 - 2008 Key Take-away: Event’s proportion of the marketing budget is on the rise but with the percentage of marketers expecting budget increases predictably on the decline. The number of respondents ranking event’s future importance as increasing declined somewhat this past year.
Future Importance of Event Marketing Global - 2008 Question:How do you estimate the future importance of event marketing for your organization? Key Take-away:Those that rank the future importance of events as remaining constant have remained steady over the past couple of years, while those ranking its importance as increasing have declined as events rise to prominence among marketing disciplines. It appears event marketing has established its relevance.
Event Marketing’s Share of the Marketing Budget Global 2005 - 2008 Question: What percentage of your company's total marketing budget is currently spent on event marketing? Key Take-away: Event marketing’s share of the marketing budget has risen from 22% to 27%.
Marketing Budget Allocation Global - 2008 Question:How is your marketing budget split among disciplines? Key Take-away:Event marketing (27%) and print advertising (23%) spend make up for half of respondents’ marketing budgets
Marketing Budget Fluctuation Global - 2008 Question:Would you say your overall marketing budget has increased or decreased? Key Take-away:55% of respondents said their budgets increased or remained constant. 40% experienced decreases in their budget.
Event Marketing Budget Fluctuation Global - 2008 Question:By what percentage do you anticipate your event marketing budget allocation will increase or decrease? Key Take-away:Respondents that expect additional budget expect a 25% increase. Those that expect cuts expect a 25% decrease.
Marketing Budget Decrease Global - 2008 Question:If you have experienced a budget decrease, where are you taking the dollars from? Key Take-away: Event marketing (37%) and print advertising (36%) are first affected by budget cuts.
Marketing Budget Increase Global - 2008 Question:If you have experienced a budget increase, where are you putting these additional dollars? Key Take-away:Event marketing (31%) and Web marketing (26%) gain the most from shifting marketing dollars.
The Greatest ROI in Marketing Global 2005 - 2008 Question:Of the following marketing elements, which would you say provides the greatest return on investment? Key Take-away: Marketers have ranked events as the discipline that provides the greatest ROI for the past 4 years with events providing a higher ROI than broadcast by over a factor of 3.
Why Event MarketingProvides Greatest ROI Global - 2008 Question:Why does Event Marketing provide the greatest ROI? Key Take-away: 72% of respondents consider event marketing to provide the greatest ROI because it includes opportunities for in-person (face to face) contact.
Accelerating and Deepening Relationships Global - 2008 Question:Of these marketing elements, which would you say is best for accelerating and deepening relationships? Key Take-away: Event marketing is the overwhelming choice as the discipline that best accelerates and deepens relationships.
Measurement in Event Marketing Global 2005 - 2008 Question:Do you do any event measurement? Key Take-away: The percentage of respondents who report measurement has remained steady.
Budget Allocations for Measurement Global 2005 - 2008 Question:What percentage of the event marketing budget is allocated to measurement? Key Take-away: Budget allocations for the activity are at an all time low (7%).
Measurement Impacts Event Marketing Budgets Global - 2008 Question: How do you anticipate your marketing budget allocations will change relative to event marketing? Key Take-away: Companies that measure are nearly 3 times more likely to expect increases in their event marketing budgets than those who don’t measure.
Green Initiatives Implementation Global - 2008 Question:When do you plan on implementing green initiatives within the event function? Key Take Away: 44% of respondents are already integrating green into their event programs. 16% will follow in the next 12 months. Average spend: 14%.
Perception of Experience Marketing Global - 2008 Question: Which of the following statements best describes for you the term Experience Marketing?
Experience Marketing at Work Global - 2008 Question:What primary marketing objectives do you currently use experience marketing for? Key Take-away:Respondents most use experience marketing to motivate purchases (19%) and build brand loyalty (16%).
Key Take-aways • Respondents’ number one marketing concern is reaching new customers. • Since 2005, event marketing has been considered by respondents to provide the greatest ROI among marketing channels and is perceived to provide a higher ROI than broadcast advertising, by a factor of three. • Further confirming the power of events, event marketing is the overwhelming choice of marketers as the discipline that best accelerates and deepens relationships. • Although budgets have been affected by the economic climate, event marketing’s share of the marketing budget remains stable. • Companies that measure are nearly 3 times more likely to expect increases in their event marketing budgets than those that don’t measure. • The data suggests a synergy between events and Web marketing.
How does this affect you? • As the role of event marketing increases in prominence it will likely be increasingly used to anchor integrated communications campaigns. Event marketers and meetings managers who can expand their knowledge outside of the event function will increase their prospects for career growth and enhance their role as strategic contributors to the enterprise. • One important leverage point will be in knowing how meetings and events accelerate and deepen relationships so that you can better build this capability into your events and be the person responsible for driving profitable business outcomes. • No longer moments in time, meetings and event experiences live on through digital media. Your success will depend on how well you integrate the power of face to face marketing with the reach and speed of the Web.
How does this affect you? • With budgets expected to continue contracting, the need for measurement will only increase. How will you incorporate qualitative and quantitative data to fully articulate the value of the events in your portfolio? • The market is looking for ever-higher ROI. Competition during this recession is high. In addition to logistical innovation, what strategic vision can you bring to the table?
Rebecca Leonard • AVP, Marketing & Public Relations • TJ Maxx & Marshalls • David M. Rich • Senior Vice President, Strategic Marketing/Worldwide • George P. Johnson Experience Marketing • Bruce MacMillan • President and Chief Executive Officer • Meeting Professionals International • Kerry Smith • Founder and CEO • Event Marketing Institute