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November 12, 2006

Marketers continue move to experiential

Some 81% of marketers have tried some form of experiential marketing in the last 12 months, according to the fifth annual EventView 2006 survey co-sponsored by The George P Johnson Company (GPJ) and The Meeting Professionals International (MPI) Foundation.

Furthermore, the survey states that almost three-quarters (74%) of companies surveyed who said they had tried some form of experiential marketing stated that they would continue their transition to more integrated experiential marketing approaches over the next 12 months.

While the industry appears to be putting measurement at the top of its agenda, the study found that 71% of respondents did engage in some form of post-event measurement, the highest figures to be registered since the survey began… a clear sign that the message about evaluation is getting through to grass roots.

With stories about the fragmentation of traditional media and growing consumer cynicism towards marketing messages littering the press, experiential marketing appears to be offering marketers the best way to engage with their target audience. This is born out by the survey, which shows that companies are dedicating one quarter of their marketing budgets to experiential marketing, and over one third of companies expect their event marketing budgets to increase.

“The critical role that meetings and events continue to play in the overall marketing mix is one of the clear messages of the EventView 2006 report,” said Dawn Myers, director of research for MPl. “The undeniable effectiveness of face-to-face interaction is increasingly attractive to marketers looking to cut through the information clutter.”

Meanwhile, GPJ UK’s managing director Kim Myhre highlighted the key role experiential marketing can play in getting across companies’ brand values.

“The proven power of experiential marketing to meaningfully immerse target audiences in a brand is leading companies to more aggressively leverage this discipline as a key element in strategic campaigns,” he said. “Brands that successfully engage target audiences, prospects and customers, and move them at an emotional level to create deep, personal relevance, preference and loyalty are going to be the brands that succeed. The key to experience marketing is not about building the stage you use to tell your audiences about your brand, it’s about creating an environment that allows your audiences to interact with your brand and experience your brand values first hand and on their own terms.”

GPJ, in partnership with MPI, commissioned the EventView study as a part of an ongoing effort to better understand trends in the experiential marketing industry. Between May and June 2006, nearly 900 individuals in marketing management positions from Europe, North America and Asia Pacific were interviewed via telephone with hopes of bringing clarity to the value and role events play in the marketing mix.

Download a full copy of the white paper from www.gpjco.com

EVENTS:review will looking at the survey in more depth in the coming weeks

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