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April 4, 2008
By: Anon

IT WORKS: Tom Treverton

“We do have what it takes to make the most of the opportunities available to us, but need to work hard to hammer home the benefits live events bring to the marketing landscape. The Events Industry Alliance (EIA) is focused on creating and using language that communicates the unique value of face-to-face, and we encourage our members to adopt and use the industry unique selling points and pro-event terminology where possible. Creating metrics will undoubtedly help our cause, and the EIA research programme (driven by the Association of Event Venues – AEV) is moving forward on this front, progressing, for example, on achieving its long-term goal of an industry return on investment model, which will add further credibility to our marketing medium.

“The industry needs to continue to recognise and communicate that our marketing offering is powerful, effective and, most importantly, unique. At the Association of Event Organisers Conference, futurologist speakers from the likes of Global Future Form conveyed to delegates that modern consumers are strong-minded individuals who value live interaction and are more likely to trust brands after having experienced them face-to-face to some degree.

“Mathew Mee, managing partner of MediaCom and another Conference speaker, said that we – event organisers and agencies – ‘only need to learn how to buy and sell to each other’. Live marketing cannot be replicated by other media channels, and we need to collectively shout about this in the right way to the right people. In addition, we need to undertake and support research that backs up our argument; the EIA research programme is committed to doing just this.

“You ask ‘Does the industry need to present a more cohesive and unified front?’, and I would say, ‘Yes’, as I have alluded to above. The EIA is built on such principles; the need to create a powerful voice that represents member companies from three associations (AEC, AEO, AEV) that cover all corners of the events/exhibitions industry, and that increasingly work together to promote live marketing.”

Tom Treverton is PR manager for the Events Industry Alliance

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