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Event
Marketing Tops List of Marketing Tactics for ROI
The George P. Johnson Company and MPI Foundation announce results
of industry-critical annual trends and ROI research
July
26, 2004 - Face-to-face events continue to deliver the greatest return
on investment over other customary marketing tools including advertising,
according to an annual survey of U.S.-based corporate marketing executives
conducted by global event marketing agency The George P. Johnson Company
(GPJ) and the MPI Foundation, the research and development arm of Meeting
Professionals International (MPI). For the past three years, the highly
regarded Global Event Trends Survey has monitored opinions and intentions
of corporate executives regarding event marketing and its role in their
marketing plans. The latest report is based on interviews with more
than 200 decision-making marketing executives and personnel in U.S.
corporations that have recorded sales exceeding $250 million. This joint
research has proven invaluable for global companies to use in evaluating
their marketing programs."
The 2004 survey has detected four specific trends that are re-shaping
the event marketing landscape:
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