(EMAILWIRE.COM, November 26, 2001 ) "Trends in Event Marketing 2001-2002," a first-time benchmark research report was released on November 26, detailing current and projected event marketing trends in the United States. Among the study's most notable findings is that 38 percent of surveyed companies expect their budget allocations to event marketing will increase in 2002 by an average of 23 percent. Additional findings relate to current and forecasted budget information, as well as trends regarding agency consolidation and use of event measurement.
The survey assessed 120 management and executive level marketing and brand personnel in companies with annual sales exceeding $500 million, and included business in five vertical industries: automotive, technology, media/entertainment, consumer electronics and healthcare industries. The research was conducted by Intellitrends, a Michigan-based research organization, and commissioned by The George P. Johnson Company, a global event marketing agency. The study was conducted between September 19 and October 22, 2001.

Return on Investment (ROI) and role of event marketing within companies

According to the findings, event marketing is identified as driving greater return on investment (ROI) than advertising, sales promotion, public relations and web/Internet advertising. Forty-seven percent of respondents rated event marketing as having the greatest ROI compared to these other marketing vehicles.

Additionally, 40 percent of the respondents indicate that the importance of event marketing for their companies is increasing.

"Clearly, large businesses recognize the value of event marketing in the marketing mix, for its unique ability to build communities and deeper customer relationships through direct, one-on-one communication and education," said Robert G. Vallee, Jr., chief executive officer of The George P. Johnson Company.

Event marketing objectives

The three most important objectives to pursue with event marketing, according to respondents are: 59 percent ROI/generate sales; 57.5 percent stronger customer bonding/connections to target group and 56.7 percent build awareness/product launch/branding.

When asked, "what are the three most important success criteria regarding the objectives of event marketing," respondents rank increased brand awareness as most important, with increased brand preference and building loyalty as second and third most important, respectively.

Consolidation

The current average number of outside marketing suppliers, according to survey respondents, is six. As such, let's not editorialize here -- it is not surprising that 65 percent indicated a preference for increased consolidation of event marketing suppliers.

"Consolidating event marketing services with one provider partner has demonstrated considerable benefits, including cost savings, production efficiencies and brand messaging consistency," said Vallee. "By consolidating its global event marketing program with The George P. Johnson Company, IBM has saved up to $15 million in the last three years."

Additional findings

Additional findings included in the study speak to how event marketing is defined, and how event marketing decision-making is made within organizations. Key findings are further parsed per industry, indicating feedback specific to key industries, including automotive, technology, media/entertainment, consumer electronics and healthcare.

About Intellitrends (www.intellitrend.com)

Intellitrends LLC was established in 1989, as a Marketing Research organization that provides comprehensive easy-to-read and easy-to-understand data that we believe should be an integral component of an organization's strategic plan. Intellitrends LLC provides fact-based information, and actionable recommendations, working with many large corporations and government institutions. Intellitrends has offices in Michigan and Illinois with affiliates around the globe for true global studies.

About George P. Johnson (www.gpjco.com)

Established in 1914, GPJ is a leading provider of global event marketing solutions, helping clients forge better customer relationships through strategic marketing integration; creative brand experiences, events and exhibits. GPJ has full-scale production facilities in Auburn Hills, Michigan, Torrance, Calif., and Stuttgart, Germany, as well as marketing offices in Boston, and San Jose, and international operations in Brussels, London, Milan, Paris, Tokyo, Beijing, Singapore, Sydney, and India.

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Produced for The George P. Johnson Company

Contact:

Tracey Kilbey
313-237-8552
kilbey@airfoilpr.com

Michael Westcott
508-513-3342
mwestcot@gpjco.com

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