Study finds role of event marketing increasing

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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 at

—Kate Maddox

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