Meeting News - December 17, 2007 - (Page 30)

MN Exclusive Research Marketing events growing in prominence for planners By Robert Carey M straight with the customer. These events are critical arketing and customer events are now a big part to our marketing mix.” And even with this year’s economic slowdown, of the regular duties of planners, according to a MeetingNews survey. More than 77 percent of 333 which is predicted to continue through much of responding planners said they 2008, these experts say the business impact of marhave at least some responsibility in keting and customer events resonates so strongly coordinating these functions, although for some it’s with management that most events next year will still a new task: 16 percent said this responsibility has been be planned and executed. “We’ve seen in past economic downturns that conferred upon them only recently. MN That’s a good sign, because the prevalent view promotional-event activity actually increases, Exclusive among senior management is that such events Research because this marketing strategy creates shortare among the best ways to drive business. In term results companies are looking for in tough fact, 36.5 percent of all planners (40 percent of strict- times,” Smith said. ly corporate planners, and 31 percent of those work“Consumers have told us events have a signiﬁcant ing for associations) said their organizations current- impact on purchases,” he added. “For instance, 26 ly do more marketing and customer events than they percent said they bought a featured product or servdid three years ago. Just 21 percent said their organ- ice immediately, while another 49 percent said they izations are doing fewer. did so within one month of the event. And for cur“Indications are this trend will continue,” said rent customers who attended an event, 57 percent Kerry Smith, president/CEO of Event Marketing said they purchased again afterward.” Institute in Norwalk, CT. “Marketing executives see that face-to-face is one of the most effective ways to Possibilities and Caveats for Planners establish or enhance relationships with prospects and On a broader scale, the MN survey ﬁndings highlight customers, especially when compared with what’s both the opportunities and the challenges marketing called traditional media. Events create active engage- events now bring to planners who’ve handled mostly internal meetings. ment, while media creates passive impressions.” “Particularly in companies with a high volume of That was echoed by Anita Blackwood, director of event marketing for Dell, the computer and IT giant meetings and events, we’re seeing the planner’s role based in Round Rock, TX. “My [marketing] events evolve into a more strategic one as their ﬁrms look have deﬁnitely increased over the past few years,” said to ensure that outward-focused events produce a Blackwood. “We have a direct-sales model, so the measurable business result,” Smith noted. “And, we best way to work is through face-to-face events are seeing increased interest among traditional meet- Who’s Doing Marketing? Is the coordination of marketing and customer events part of your responsibility? Corporate Planners Yes, it always has been 61.5% 15.1% 23.4% Yes, this is a recent development for me No Association Planners No 21.7% 60.0% Yes, this is a recent development for me 18.3% Yes Source: MeetingNews survey of 333 meeting planners Gains for Customer-Facing Marketing How many marketing/customer events is your organization doing compared to three years ago? Corporate Planners Somewhat more 29.7% 38.4% Far fewer Somewhat more Many more 7.0% 5.2% 14.8% 16.4% Same number Somewhat fewer Association Planners 23.5% 10.0% Many more 2.7% 49.6% Same number Far fewer Somewhat fewer Source: MeetingNews survey of 333 meeting planners ing planners in being involved with marketing events.” But for planners of internal meetings to make the transition to handling marketing events, Smith stressed that they must understand marketing and sales strategy, including things like demographics and distribution channels. Then, there’s obtaining city permits, sponsorship and strategic partner activation, and moving events around the country in roadshow fashion. “In addition, they must understand which aspects to measure and how to measure them,”Smith noted, “and must speak the right language to sales and marketing executives to prove an event’s performance.” The experience of Dell’s Blackwood reinforces Smith’s insight. “I came up as an events person and then left for a marketing job because a mentor said I needed the experience [in order] to be more valuable,” she said. “You have to know enough about marketing that you don’t consider yourself an event planner as much as a marketer who specializes in events.” H www.meetingnews.com 30 MeetingNews December 17, 2007 http://www.mimegasite.com/mimegasite/research/index.jsp http://www.meetingnews.com

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Meeting News - December 17, 2007

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