Marketing survey finds live events increasingly effective

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Los Angeles—B-to-b marketers’ live programs and events are alive and well and proving to be an effective part of a brand’s overall marketing and communications mix, according to a recent survey.

The Trendwatch study was conducted by marketing agency TBA Global and Event Marketer, which sent the e-mail survey to 100 b-to-b brand marketers at Fortune 1,000 companies.

An overwhelming majority (89.2%) of marketers surveyed said they are getting “more value” out of their current events compared with three years ago, and 85.5% said they are implementing the same number of events or more than they were three years ago.

More than a third (36.5%) cited experiential marketing as the most effective vehicle for developing a bond between a company and customer, besting, in order, advertising, direct marketing, sales promotion, online and public relations.

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