The
Role of Events in the Marketing Mix
Face-to-face
interaction is the overwhelming reason companies’ attribute to event
marketing’s high ROI rating. This rationale
suggests companies’ recognition that face-to-face interactions provide the kind
of in-depth customer insight, trust-building and immediacy about a brand that
drives top-line performance.
According to The Event Marketing Institute’s EventView 2009 North America
states that the
majority of companies also identified Event Marketing as the discipline that best accelerates and deepens
relationships outpacing the second highest ranked discipline, Public Relations.
What is Experience Marketing?
Experience Marketing is thought to be
an evolved form of event marketing.
It is a marketing discipline that seeks to integrate the
simple “features and benefits” sales dynamic that characterizes most event
marketing into compelling interactions that physically, intellectually and
emotionally involve audiences in a personal experience of the brand
promise. The result is a powerful
increase in the depth and volume of brand differentiation, conversion and
loyalty.
This year’s Event Marketing Institute EventView North America findings reveal event marketers and sales/marketing leaders
are enthusiastically transitioning their event programs to experience marketing
models.
The 2009 report shows 58 percent of event marketers have
already transitioned to experience marketing and 21 percent are planning on
making the transition within the next 12 months.
Jonny Black Marketing Co. will emphasize Experience
Marketing to both the Events and the
Corporations to maximize ROI on both ends.
