| Follow Us: | ||
|
|
|
Look for technology and marketing thought leadership every month from Marketing Magnified.
Enter your email
Aimed at benchmarking the business value of trade shows and events.
The CMO Council’s cooperative thought leadership campaign with the Exhibit and Event Marketing Association (E2MA) will be aimed at benchmarking the business value of trade shows and events, as well as identifying new tools, technologies and techniques for driving experiential marketing effectiveness. Its research and marketer interactions will also provide recommendations for new systems and approaches to certifying and verifying trade show attendance, harvesting and acting on lead flow, gathering market intelligence, and improving attendee engagement through content marketing, social media and mobile connectivity.
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Ian Talmage - SVP of Global Marketing, General Medicine - Bayer Healthcare Rob Pace - VP of Events - HP Kurt Frenier - Senior Director of Marketing - PepsiCo Eric Andrews - VP of Marketing - Juniper Networks Brian Burch - VP of SMB Marketing - Symantec Gavin Cowley - Director of Marketing - adidas Haitham Mattar - Regional VP of Sales & Marketing - Hilton Worldwide Steve Sommers - VP of Global Brand Marketing - Under Armour Neil Calvesbert - VP of Marketing - Monster Energy David Scribner - CMO - Virgin Mobile Brad Painter - VP of Marketing - Volvo Simon Fletcher - Manager of Customer Engagement - Southwest Airlines Don Cosenza - Senior Director of Channel Marketing - United Healthcare Becky Wood - Chief Marketing Council - Comprehensive Prosthetics & Orthotics USA James Boye-Doe - Director of Marketing - Covidien James Dress - Chief Marketing Officer - Phibo Dental Solutions Patty Stull - Chief Marketing Officer - Shady Grove Fertility Trajan Bayly - Chief Marketing Officer - GE Corporate Fadi Ghosn - Chief Marketing Officer, Middle East - General Motors Josue Hinojosa - Marketing Director - Cisco Mexico Robert Nelson - Global Strategy, Leadership & Performance Transformation - Product Management/Development - GE Healthcare Peter DeBenedictis - Marketing Director - GE Healthcare Paulo Kalapis - Marketing Director, Mexica & Central America - SAP Melanie Marcus - VP of Strategic Marketing - McKesson Christine Scarlett - AVP of Marketing Communications - McKesson
|
|
Topic areas to be explored through qualitative and quantitative research will include:
|
|
10% of the overall corporate budget is dedicated to marketing with 25% of the average marketing budget spent on event marketing. MPI 81% of attendees at a recent show agreed that trade shows help attendees become aware of new products and services. GraphiColor Exhibits CEIR had conducted a study on the trends in trade show marketing and determined that the medium spend on a trade show event was about $17k in 2011. The Tradeshow Network Marketing Group 79 percent said that a key obstacle of experientia marketing was "measuring/demonstrating experiential marketing ROI". Destination CRM The EventTrack 2012 study found that in a slowly rebounding economy, brands are expecting their event and experiential marketing budgets to grow by nearly eight percent (7.8%) in 2012, more than double last year’s rate of (3.6%). Event Marketing Institute According to the report, 99 percent of exhibitors find unique value delivered by business-to-business exhibitions, which other marketing channels cannot provide. Expo Web Commissioned by the CAANZ Marcomms Leadership Group (MLG) and the Marketing Association, the Buzz Channel survey asked respondents how they planned to split their marketing budget in 2011 (29 percent of respondents had a marketing budget of $100,001-$500,000, and 44 percent had a marketing budget of over $500,000). Experiential Marketing Association of New Zealand A recent study considered the marketing strategies of about 1,000 executives of marketing departments at leading companies in several sectors. The findings indicate that among marketing executives about 30% plan to transition to experience marketing. About 28% have already done so. SBWire 84 percent of brand-side survey respondents say that events and experiential marketing are considered “very important/critical” or “important” by their organizations. PR Web One of the study’s main findings is that the average event marketing campaign relies on almost 6 other channels to optimize results. Of these, email ranks #1 with a 76% adoption rate among event marketers who also rely on word-of-mouth, website, social media, direct mail, telemarketing, and ad placements. Business 2 Community For the past 10 years, an average of 81%-83% of visitors have some kind of buying power. Skyline Trade Show Tips According to the survey, 42 percent of marketers plan to decrease spending on physical conferences and tradeshows over the next year. InterCall “The new Insights on Trends in Marketing Spend on Business-to-Business Exhibitions report published by the Center for Exhibition Research reveals that B2B enterprises spent 39.2% of their marketing budgets on trade shows. This percentage is down slightly from the previous year but up markedly since the start of the recession. Optimize My Brand While 47 percent of exhibitors say the Great Recession has prompted decreases in exhibiting budgets, 40 percent have reduced the number of exhibitions and 44 percent note the number or budget for private travel has decreased, according to the “Use and Value” report. Expo Web When asked to list the top three marketing elements for accelerating and deepening relationships, event marketing led at 64 percent, followed by social marketing at 55 percent and Web marketing at 54 percent. PR Log Companies usually spend less than 20% of their budget on event marketing. HubSpot Event marketing (32%) and Web marketing (32%) and are the first marketing channels to benefit from an increase in the overall marketing budget. MPI 85% of decision makers say attending trade shows saves their company time and money by bringing vendors together under one roof. GraphiColor Exhibits Marketers say they spend most trade show money on booth space and set up and furnishings. About 6% of the budget goes to on-site promotional materials and another 5% for on-site sponsorship, according to new Insights on Trends in Marketing Spend on Business-to-Business Exhibitions report published by the Center for Exhibition Research. Optimize My Brand 44% of respondents indicate that event marketing is taken under consideration along with other mediums and 32% characterize events as a vital component of the marketing plan; 11% say events are a lead tactic. MPI Based on responses from more than 500 marketers nationwide, the second annual Unisfair survey reveals 60 percent of respondents plan to increase spending of virtual events and environments this year and that if budgets were not an issue, 67 percent would host 10 or more virtual events in the next 12 months. InterCall Among the brand executives surveyed, 60 percent have event budgets of between $50 million and $100 million. Expo Web The meetings industry contributes $263B in direct spending to the U.S. economy.Convention Industry Council The meetings industry’s direct contributions to GDP are $106B. Convention Industry Council 205M attendees participate in the nation’s 1.8M conventions, conferences, congresses, trade shows and exhibitions, incentive events and corporate/business meetings. Convention Industry Council Yet event success can be elusive, as 60% of respondents reported low-to-middling satisfaction in tying the considerable costs of exhibiting to actual revenue to provide an ROI assessment. BtoB Online Respondents are increasingly turning to virtual events, with 40 percent indicating the primary benefit of holding a virtual event is the ability to reach a much larger audience for less money. InterCall Email is the most widely used event promotional channel.HubSpot According to new findings from EventView 2009: North America, companies that have a process for post-event measurement are twice as likely to receive increases in their marketing budgets than those that do not. MeetingsNet 93 percent of respondents agreed that experiential marketing generates advocacy and word-of-mouth recommendations. Destination CRM 79% of the attendees say that attending shows helps them decide on what products to buy. GraphiColor Exhibits 87 percent said they were interested in learning about "measuring engagement." Destination CRM A total of 84 percent of the event marketing executives surveyed believe events and experiential marketing are either “very important/critical” or “important” to their organizations—and driving this perception are sales and revenue. Expo Web One third of the respondents said they were increasing spend on PR, experiential and events (marcomms activities) at the expense of paid advertising. Experiential Marketing Association of New Zealand Respondents report that of all marketing elements, they see the greatest ROI from Web marketing (40%), with event marketing coming in second at 22 percent. PR Log 92 percent agreed that experiential marketing builds brand awareness and brand relationships. Destination CRM Converting a trade shows lead to a sale costs 38% less than sales calls alone. GraphiColor Exhibits Experiential marketing shows the biggest signs of growth, with almost half saying they will use experiential marketing in their next financial year, a 42 percent increase on the previous year. Experiential Marketing Association of New Zealand A recent Duke University’s Fuqua School of Business and American Marketing Association (AMA) study suggested that social media spending will be nearly 20 percent of marketing budgets by 2015. It is likely that money is being taken from trade show budgets as well as other forms of outbound marketing and being moved to online marketing efforts. HubSpot The average visitor spends 9.2 hours at a 2-3 day trade show. Skyline Trade Show Tips 53% choose event marketing as the discipline that best accelerates and deepens relationships followed by public relations 19%. MPI The percentage of marketers that rank the future importance of events as increasing went up this year, from 29 percent to 36 percent. PR Log Proving that virtual engagement is here to stay, 46 percent of those polled predict more than 50 percent of corporate events will be hybrid within two years, with another 41 percent predicting that shift will take place within five years. InterCall 91% of attendees say that trade shows impact their buying decisions because the competition is in one place allowing for comparison shopping in real time. GraphiColor Exhibits Marketers say they spend most trade show money on booth space and set up and furnishings. About 6% of the budget goes to on-site promotional materials and another 5% for on-site sponsorship, according to new Insights on Trends in Marketing Spend on Business-to-Business Exhibitions report published by the Center for Exhibition Research. Optimize My Brand 58% of consumers said they purchased the product after the event and 86% said they became a regular customer Event Marketing Institute As event marketing naysayers continue raising this channel’s disadvantages, more than 4 out of every 10 B2B marketers are tapping into the opportunities from event-based prospecting. Business 2 Community Trade show visitors will tell 6+ people about their experience. GraphiColor Exhibits |
|
It's about (quality) time: Experiential marketing ROI - Jack Morton Worldwide Creating a Quality Brand Experience Through Event Marketing - Stinson Brand Innovation, Inc. Event Marketing: Measuring an experience? - ESCP Europe Using "Touring Experiences"for Better Engagements and Sales Generation - Event Marketer Is Face-to-Face Marketing Old School? - MC2 Communications Getting the Most From Your Marketing Events: The ROI of In-Person Seminors, Trade Shows and Webinars - GoToMeeting Corporate How experiential marketing can be used to build brands – a case study of two specialty stores - Business Perspectives Experiential Marketing: A Master of Engagement - Gallup & Robinson Experiential Marketing Reigns - Kaon Multiplying Brand Experiences - Event Marketer Experiential Marketing - Little & King Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate - AMA How to Create a Memorable Brand Experience - Stinson Brand Innovation, Inc. |
|
Experience the Message: How Experiential Marketing Is Changing the Brand World Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate Engagement Marketing: How Small Business Wins in a Socially Connected World UnMarketing: Stop Marketing. Start Engaging. Experiential Marketing: A Practical Guide to Interactive Brand Experiences The Event Marketing Handbook: Beyond Logistics & Planning |
|
The Tradeshow Network Marketing Group Constellation Communication Corporation |
