The Power and Value of Event Marketing. The 2004 MPI/GPJ Event Trends Report Global Results

Transcription

1 The Power and Value of Event Marketing The 2004 MPI/GPJ Event Trends Report Global Results

2 Future Event MarketingTrends Kim Myhre Strategic Services EMEA

3 OBJECTIVES Explore the changing information needs of buyers. Assess trends in marketing priorities. Highlight the increasing value and importance of event marketing in the overall marketing mix based on recent MPI/GPJ study. Describe how an integrated event marketing approach will drive marketing performance

4 The Value of Event Marketing Buyers information needs are changing.

5 EVENT MARKETING INDUSTRY IS IN TRANSITION

6 A move from transactional to value based marketing Overwhelmed by clutter Consumers are taking control Leaning forward vs. leaning back Move from interrupt to Opt in Demand Generation quality of engagement vs. quantity of transactions Insight, intimacy, focus and follow-through

7 The Value of Event Marketing Buyers information needs are changing. Marketing priorities are changing.

8 5 KEY TRENDS IN MARKETING 1. Accountability and measurement mandate 2. Drive marketing productivity improvements 3. Marketing and sales alignment 4. Focus on solutions and customer intimacy v products and transactions 5. Centralisation of budget control and visibility on spend Source: IDC

9 The Value of Event Marketing Buyers information needs are changing. Marketing priorities are changing. Events are becoming a more important part of the marketing mix.

10 Global Study Study of Senior Marketing Executives to determine trends in event marketing. 651 senior marketing executives (VP, Director) at major companies (over $250M) in these industries: Automotive Healthcare Financial services Technology and telecommunications Consumer and manufacturing 100 members from MPI

11 Confident Industry Forecast 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 47% 45% 42% 48% 46% 45% 46% 44% 8% 10% 8% 11% 63% 31% 74% 22% 6% 4% 52% 54% 41% 38% 7% 8% US 03 US 04 *EUR 03 EUR 04 AP 03 AP 04 *GLOBAL 03 Decrease Constant Increasing GLOBAL 04 More than 90% indicate the importance of event marketing is growing or stable

12 Event Marketing Provides Best ROI 0% 5% 10% 15% 20% 25% 30% 35% 40% Event Marketing Print Advertising Broadcast Advertising Sales Promotion Public Relations Web or Internet Marketing Direct Marketing Event marketing provides the best ROI across all geographies GLOBAL

13 Regional Differences in Perceived ROI 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Event Marketing Print Advertising Broadcast Advertising Sales Promotion Public Relations Web or Internet Marketing Direct Marketing US EUR AP

14 Budgets Align with Strategic Tactics 43% of companies plan to increase event marketing budgets, which represents 20% of marketing budgets Event Marketing Advertising (Broadcast) Advertising (Print) Sales Promotion Public Relations Anticipated increase in budgets for elements of the marketing mix Web/Internet Direct Marketing 0% 10% 20% 30% 40% 50% 60% GLOBAL

15 Regional Differences in Budgets Anticipated increase in budgets for elements of the marketing mix Event Marketing Advertising (Broadcast) Advertising (Print) Sales Promotion Public Relations Web/Internet Direct Marketing 0% 10% 20% 30% 40% 50% 60% 70% US EUR AP

16 Success Criteria for Events Increased Brand Awareness 4.21 Enhancement of the Customer Relationship 4.38 Increased Product Knowledge 4.13 Increased Brand Preference 4.60 Qualified Leads Generated 3.93 Gaining Competitive Intelligence Acquisition of New Account Reps/ Distributors 2.59 GLOBAL 3.36 Events should emphasize education as much as awareness

17 Regional Success Criteria for Events Increased Brand Awareness Enhancement of the Customer Relationship Increased Product Knowledge Increased Brand Preference Qualified Leads Generated Gaining Competitive Intelligence Acquisition of New Account Reps/ Distributors US EUR AP

18 What Events Provide the Best ROI? Tradeshows Conferences Seminars Tradeshows continue to provide value for marketers Road Shows / Mobile Marketing Sponsorships 0% 5% 10% 15% 20% 25% 30% 35% 40% US EUR AP GLOBAL

19 Methods for Event Measurement On-Site Surveys Post Show Surveys Lead Quality and Quantity Audits Traffic Counts Even measurement involves face-toface interaction! Sales Increase Media Impressions 0% 5% 10% 15% 20% 25% GLOBAL

20 North America Event budgets tied to ROI 44% indicate event marketing as the best perceived ROI, higher than any other geography Positive outlook for consumer events Tradeshows continue to remain important for sales Conferences and seminars are a close second Sponsorships have declined

21 Europe ROI is critical to event budgets Events exceeds all marketing elements relative to perceived ROI, with direct marketing second 26% indicate tradeshows as the best ROI with seminars and conferences equivalent at 22% and 21% Relevance of direct marketing, rise of web/internet advertising

22 Asia Pacific Event marketing is magnified 74% indicate growing importance Almost 20 points higher than the average Tradeshows are back 37% indicate perceived ROI, higher than any geography Greater emphasis on brand awareness Building brand names and awareness

23 Study Summary Positive events industry outlook Focus on demonstrating ROI in marketing mix New role for events in the sales cycle Emphasis on awareness/education and consideration/preference. Localized strategies Regional priorities and approaches Emerging markets have different requirements Shifting priorities and budgets Highly measurable media Integration strategies A move to more integrated event marketing approach

24 THE VALUE OF EVENT MARKETING Buyer 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 marketing performance and ROI

25 THE VALUE OF INTEGRATED EVENT MARKETING Management through personal interpretation Lack of return focus Drive evolution from event management culture to an integrated event marketing culture! Management through Marketing consistency Facts based analysis Consistent Campaign Integration Consistent Messaging Consistent Branding & Design Consistent Customer Experience Consistent Execution Quality Objectives Driven Measurement Discipline Campaign Integration Portfolio Planning & Management Cost Efficiency

26 Integrated Event Marketing A more holistic approach to event management through the application of strategic principles, models and standards based on marketing best practices.

27 SUMMARY: Understand that your world is evolving Understand the changing business environment speak their language Your must be able to prove the results from your events Produce manageable and relevant process to measure event success Offer more objectives driven experiences to delegates, remember they are a target customer/prospect Develop an more integrated approach to event marketing to your drive success.

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