The Role of Event Marketing for Brands
b"According to EventTrack 2014, a report published by the Event Marketing Institute, event marketing is one of the world's fastest growing forms of marketing.
While events and tradeshows are not new concepts in the marketing realm, changing technology has transformed the industry and customers value the in-person brand experience now more than ever.
Here are a few other highlights from the EventTrack 2014 report that help paint the picture:
- Outlet for product launches: more brands are using events and experiences to launch new products than ever, increasing from 48% of respondents to 59% over the last 3 years
- Improving ROI: 14% of brands say they see a return that is greater than 5:1 from their event programs compared to 7% in 2013
- Purchase intent: 96% of the consumer survey respondents said participating made them more inclined to purchase
- Brand perception: after the event, 74% of the participants had a more positive opinion about the company, brand, product or service being promoted
With tradeshow season approaching right around the corner, I wanted to take a look at the impact of event marketing and strategies for doing it effectively. This week's guest is a long-time industry pro and has a significant presence in the Central Ohio area.
In episode #005 of the Columbus Marketing Show, I welcome Jeanette Armbrust, Owner and CEO of Skyline Exhibits of Central Ohio.
Jeanette received her education on the west coast at California State University and the University of California. For the first 11 years of her career she worked in music and entertainment.
After gaining a lot of experience in the entertainment field, Jeanette wanted to pursue a path in which she could incorporate that experience with her entrepreneurial drive. In 2001, Jeanette founded Skyline Exhibits of Central Ohio.
14 years later, Skyline Exhibits of Central Ohio is one of the leading forces in Ohio's event and tradeshow marketing scene. Jeanette stopped by the studio to discuss the event marketing landscape and some actionable tips that brands can use to improve their own strategies.
Go ahead, turn up the speakers, click play and enjoy episode #005 of The Columbus Marketing Show!"