1

EventView 2009: Global

Bruce MacMillanPresident and Chief Executive OfficerMeeting Professionals International

Kerry SmithFounder and CEOEvent Marketing Institute

Rebecca Leonard AVP, Marketing & Public RelationsTJ Maxx & Marshalls

David M. Rich Senior Vice President, Strategic Marketing/WorldwideGeorge P. Johnson Experience Marketing

2

Agenda

EventView Background

Status Key Performance Indicators Summary

Trends• Budget• ROI• Measurement• Green• Event-to-Experience Transition

What this means to you

3

Study Background• Annual, global and first-of-its-kind study of event marketing trends across

industries and geographic regions

• Launched in 2002 by George P. Johnson (GPJ), EventView is the longest–running study of the event marketing industry

• Co-sponsored by MPI Foundation since 2003

• Co-sponsored by the Event Marketing Institute since 2007

• Currently in its 7th year reporting on the perceptions senior level executives haveof event marketing

• Global respondents surveyed earn upward of $100 million in annual revenue withover 41% representing companies that generate over one billion in revenue

4

North America33%

Asia/Pacific24%

Western Europe43%

Survey Demographics - Geography

Key Take-away: The following represents the opinions of 920 respondents or 92% of the total sample of 1000. (302 North America, 394 Western Europe, 224 Asia Pacific)

5

CxO5%

Director10%

LoB Manager13%

Advertising Mgmt

3%

Other28%

Consultant2%

VP8%

Sales/Marketing Mgmt31%

Survey Demographics - Title

6

Key Take-away: 41% of respondents represent large enterprise companies.

$1B - $4.9B28%

Under $250M15%

$500M - $999M25%

$10B+12%

$5B - $9.9B1%

$250M - $499M19%

Survey Demographics - Revenue

7

Key Take Away: 32% of respondents have marketing budgets over $1M

$5M - $9.9M2% $1M - $4.9M

11%

Under $500K15%

$50M - $99M9%

$100M - $199M1%

$200M - $499M2%

$500M+2%

$10M - $49M5%

$500K - $999K5%

Marketing Budget

8

Key Take-away: Reaching new customers is the primary concern among respondents, followed by keeping customers and concerns about the economy.

Global - 2008Question: Thinking about your current marketplace,what would you say is your primary marketing concern today?

Companies’ Primary Marketing Concern

0% 2% 4% 6% 8% 10% 12% 14% 16%

Measurement of return on marketing investments

Reaching new customers

Growing market share profitably

Building brand awareness

Budget

Economy

Maximizing Sales

Keeping Loyal Profitable Customers

Re-engineering the marketing mix

9

Global Trends in Event MarketingStatus Key Performance Indicators

10

Key Take-away: Event’s proportion of the marketing budget is on the rise but with the percentage of marketers expecting budget increases predictably on the decline. The number of respondents ranking event’s future importance as increasing declined somewhat this past year.

Global 2005 - 2008

Global Trends inEvent Marketing Status KPI’s

11

Future Importance of Event Marketing

Key Take-away: Those that rank the future importance of events as remaining constant have remained steady over the past couple of years, while those ranking its importance as increasing have declined as events rise to prominence among marketing disciplines. It appears event marketing has established its relevance.

Global - 2008

Question: How do you estimate the future importance of event marketing for your organization?

12

Key Global Findings:Budget Trends

13

Key Take-away: Event marketing’s share of the marketing budget has risen from 22% to 27%.

Global 2005 - 2008

Question: What percentage of your company's total marketing budget is currently spent on event marketing?

Event Marketing’s Share of the Marketing Budget

14

Key Take-away: Event marketing (27%) and print advertising (23%) spend make up for half of respondents’ marketing budgets

Global - 2008

Question: How is your marketing budget split among disciplines?

Marketing Budget Allocation

15

Key Take-away: 55% of respondents said their budgets increased or remained constant. 40% experienced decreases in their budget.

Global - 2008

Question: Would you say your overall marketing budget has increased or decreased?

Marketing Budget Fluctuation

16

Key Take-away: Respondents that expect additional budget expect a 25% increase. Those that expect cuts expect a 25% decrease.

Global - 2008

Question: By what percentage do you anticipate your event marketing budget allocation will increase or decrease?

Event Marketing Budget Fluctuation

17

Key Take-away: Event marketing (37%) and print advertising (36%) are first affected by budget cuts.

Global - 2008

Question: If you have experienced a budget decrease, where are you taking the dollars from?

Marketing Budget Decrease

18

Key Take-away: Event marketing (31%) and Web marketing (26%) gain the most from shifting marketing dollars.

Global - 2008

Question: If you have experienced a budget increase, where are you putting these additional dollars?

Marketing Budget Increase

19

Key Global Findings:ROI Trends

20

Key Take-away: Marketers have ranked events as the discipline that provides the greatest ROI for the past 4 years with events providing a higher ROI than broadcast by over a factor of 3.

Global 2005 - 2008

Question: Of the following marketing elements, which would you say provides the greatest return on investment?

0% 5% 10% 15% 20% 25% 30%

Direct Mail

Web Marketing

Public Relations

Broadcast Advertising

Print Advertising

Event Marketing

2008

2007

2006

2005

The Greatest ROI in Marketing

21

Key Take-away: 72% of respondents consider event marketing to provide the greatest ROI because it includes opportunities for in-person (face to face) contact.

Global - 2008Question: Why does Event Marketing provide the greatest ROI?

Why Event MarketingProvides Greatest ROI

22

Key Take-away: Event marketing is the overwhelming choice as the discipline that best accelerates and deepens relationships.

Global - 2008

Question: Of these marketing elements, which would you say is best for accelerating and deepening relationships?

Accelerating and Deepening Relationships

23

Key Global Findings: Metrics Trends

24

Key Take-away: The percentage of respondents who report measurement has remained steady.

Global 2005 - 2008

Question: Do you do any event measurement?

Measurement in Event Marketing

25

Key Take-away: Budget allocations for the activity are at an all time low (7%).

Global 2005 - 2008

Question: What percentage of the event marketing budget is allocated to measurement?

Budget Allocations for Measurement

26

Key Take-away: Companies that measure are nearly 3 times more likely to expect increases in their event marketing budgets than those who don’t measure.

Global - 2008

Question: How do you anticipate your marketing budget allocations will change relative to event marketing?

Measurement Impacts Event Marketing Budgets

27

Key Global Findings: Green Trends

28

Key Take Away: 44% of respondents are already integrating green into their event programs. 16% will follow in the next 12 months. Average spend: 14%.

Global - 2008Question: When do you plan on implementing green initiatives within the event function?

Green Initiatives Implementation

29

Key Global Findings: Event-to-Experience Trends

30

Global - 2008

Question: Which of the following statements best describes for you the term Experience Marketing?

Perception of Experience Marketing

31

Key Take-away: Respondents most use experience marketing to motivate purchases (19%) and build brand loyalty (16%).

Global - 2008Question: What primary marketing objectives do you currently use experience marketing for?

Experience Marketing at Work

32

Key Take-aways and Implications

33

Key Take-aways

1. Respondents’ number one marketing concern is reaching new customers.

2. Since 2005, event marketing has been considered by respondents to provide the greatest ROI among marketing channels and is perceived to provide a higher ROI than broadcast advertising, by a factor of three.

3. Further confirming the power of events, event marketing is the overwhelming choice of marketers as the discipline that best accelerates and deepens relationships.

4. Although budgets have been affected by the economic climate, event marketing’s share of the marketing budget remains stable.

5. Companies that measure are nearly 3 times more likely to expect increases in their event marketing budgets than those that don’t measure.

6. The data suggests a synergy between events and Web marketing.

34

How does this affect you?

As the role of event marketing increases in prominence it will likely be increasingly used to anchor integrated communications campaigns. Event marketers and meetings managers who can expand their knowledge outside of the event function will increase their prospects for career growth and enhance their role as strategic contributors to the enterprise.

One important leverage point will be in knowing how meetings and events accelerate and deepen relationships so that you can better build this capability into your events and be the person responsible for driving profitable business outcomes.

No longer moments in time, meetings and event experiences live on through digital media. Your success will depend on how well you integrate the power of face to face marketing with the reach and speed of the Web.

35

How does this affect you?

With budgets expected to continue contracting, the need for measurement will only increase. How will you incorporate qualitative and quantitative data to fully articulate the value of the events in your portfolio?

The market is looking for ever-higher ROI. Competition during this recession is high. In addition to logistical innovation, what strategic vision can you bring to the table?

36

Bruce MacMillanPresident and Chief Executive OfficerMeeting Professionals International

Kerry SmithFounder and CEOEvent Marketing Institute

Rebecca Leonard AVP, Marketing & Public RelationsTJ Maxx & Marshalls

David M. Rich Senior Vice President, Strategic Marketing/WorldwideGeorge P. Johnson Experience Marketing