Auburn Hills, Mich.—Events continue to play an increasingly important role in the corporate marketing mix, according to a new study by the George P. Johnson Co. and Meeting Professionals International Foundation.
The study, titled "EventView ’05/’06," was based on interviews with more than 700 decision-making marketing executives in North America, Europe and the Asia Pacific region.
It found that 96% of respondents use events in their marketing mix, and 93% view the importance of event marketing to be constant or increasing.
Also, more than 50% of survey respondents characterize event marketing as a "lead tactic" or a "vital component" of their marketing mix.
Respondents represented a range of industries, including automotive, technology, health care, financial services, consumer, manufacturing and associations. More information about the study is available athttp://www.gpjco.com/orhttp://www.mpifoundation.org/.