Top 10 Takeaways From #emslive All image credits: Getty Images
Oct 21, 2014
Top 10 Takeaways
From #emslive
All image credits: Getty Images
Looking to use new ideas to update or upgrade existing event marketing & trade show campaigns
Trying to find new and better ways to combine live events with social media & tech
Interested in learning new measurement techniques for proving event marketing ROI
Trying to convert events from tactical to “strategic”
89%
79%
65%
47%
(Source: Event Marketer Magazine)
Events are the #1 channel
for launching products
(Source: Event Marketing Institute and Mosaic)
Experiential
budgets are
funded directly
by corporate
(and not pulling from
other marketing buckets)
(Source: Event Marketing Institute and Mosaic)
Brands are
building
life-long
relationships
with great
experiences
(Source: Event Marketing Institute and Mosaic)
#1 Top 5 Event & Experiential
Marketing Goals & Strategies
(Source: EventTrack 2014)
79% 78% 59%
52% 51%
#2 Perception Changes After
Participating in Events &
Experiences
(Source: EventTrack 2014)
70%
2013
2014
79%
More
Positive
More
Negative Same
2%
2%
23%
21%
#3 Event ROI Continues to Improve
(Source: EventTrack 2014)
2013 2014 CHANGE
1 to 1 return 6% 4% -2%
2 to 1 20% 18% -2%
3 to 1 16% 16% 0%
4 to 1 7% 10% 3%
5 to 1 5% 4% -1%
Greater than 5 to 1 7% 14% 7%
N/A 39% 34% -5%
29% 22%
#4 Measured Programs Get Funded
Faster
(Source: EventTrack 2014)
2013
2014
71% 78%
YES NO
A higher percentage
of brands say they’re
measuring their event &
experiential marketing
programs
“Is every
moment of
experience our
customer has at
our event providing
them with return on
investment of their time?”
#5
—Michael Trovalli, VP-Global Events, SAP
“Every event has to
be bigger and better—anything else
isn’t acceptable. Our
expectations
continually increase.”
#6
—Rob Pace, Senior VP-Marketing and Events, HP
“Engagement: keep it
simple, authentic, and
relevant to the product
attributes.”
#7
—Victor Torregroza, Manager-Corporate Event Marketing, Intel
“Rather than creating
content for events, it is
more powerful to
create events FOR
content. Events now
serve as powerful content platforms!”
#8
—Matt Statman, CEO, Motive
“Relevant storytelling #9
—Marijke Maartense, Global Director-Marketing Communications, Philips Healthcare
starts with understanding
where customers are
on THEIR decision
journey.”
“Second screens are
becoming a force of
disruption. But you have
to make sure it doesn’t
become a distraction
away from the experience itself.”
#10
—Scott Webb, VP, Web Audio Visual
Kristin Veach Chief Communications & Growth Strategist
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