Despite the current downturn, a new study has revealed that event marketing is on the rise, with 53% of 300 respondents choosing it as the best discipline for building relationships.
The EventView Report, produced by The Meeting Professionals International Foundation, Event Marketing Institute and George P. Johnson, found that face-to-face marketing activities are playing a fundamental role within the marketing mix.
The results found that 26% of respondents chose event marketing as the marketing method that generates the greatest ROI, up 4% from 2008.
“Senior marketers believe events are the mot effective medium to engage customers and move them to purchasing behaviour,” said MPI, President and CEO Bruce MacMillan.
29% of respondents also said they will “transition from event marketing to experiential marketing in the next 12 months”.