Events Trail Only Ads in Alignment with Brands

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First, there was print. Then broadcast. Then cable. Then it was the internet that claimed status as a full-blown marketing medium. Now marketers should also think that way about events.
Dennis Boyle, senior VP-consumer marketing at TBA Global, Los Angeles
Dennis Boyle, senior VP-consumer marketing at TBA Global, Los Angeles
Live marketing, whose cornerstone is the sponsored event, "is a medium that is just as viable as print, broadcast and online," says Dennis Boyle, senior VP-consumer marketing at TBA Global, Los Angeles.

The power of experiential efforts in the marketing mix is evident in a TrendWatch survey conducted by TBA and Event Marketer magazine. More than half of respondents named advertising as the marketing discipline most aligned with their brands. But nearly a quarter of the respondents cited events, a higher percentage than those who cited online efforts.

TrendWatch surveyed business-to-business marketers, but the "numbers are more magnified" on the business-to-consumer side, Mr. Boyle says.

He sees a trend in marketers creating "integrated agency teams" that include experts from their ad agencies as well as other areas such as events and promotions.

"If we can work with a brand and PR and Hispanic agency to leverage and connect all the assets in a much more powerful way, the client gets tremendous benefits," he says.

Mr. Boyle cites two main strengths to experiential marketing: creating true two-way dialogue about the value of the brand and fostering an emotional attachment to the brand. "You create connections one-to-one that are difficult to create in other [marketing] experiences."

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