FOURTH ANNUAL EventTrack 2015 - Event...

Event & Experiential Marketing Industry Forecast & Best Practices Study

EventTrack2015

special report by

brand survey report

FOURTH ANNUAL

EventTrack 2015 Brand Survey Report 2

EventTrack2015

brand survey report

Introduction 3

Executive Summary 4

I.) Goals & Strategies 7

II.) Budgets 10

III.) ROI & Measurement 12

IV.) Technology & Social Media 15

V.) In-Store Events & Experiential Marketing 18

Conclusion 21

Methodology & About the Respondents 22

About Mosaic 23

About the Event Marketing Institute 24

table of contents


EventTrack2015

brand survey report

The World’s Most Comprehensive Research on Event & Experiential Marketing

Event and experiential marketing is playing a critical role in the rapidly evolving marketing industry — and this role is increasing in importance. Event and experiential marketing has become one of the world’s fastest-growing forms of marketing, combining the best elements of above-the-line and below-the-line branding into a powerful engagement platform. This evolution is being driven by corporate focus on interactive customer experi-ences and the explosion in communications technology and social media.

Welcome to the fourth edition of the Event Marketing Institute and Mosaic EventTrack Event & Experiential Marketing Industry Forecast & Best Practices Study. This groundbreaking annual study monitors the continual growth and expansion of the event and experiential marketing industry. As information throughout this study shows, in the face of rapid, revolutionary change in technology, event and experiential marketing is not only adapting but thriving.

EventTrack is unique in analyzing the industry from the perspective of both leading brands and consumers. This specific report provides analysis of corporate brand usage of event and experiential marketing. The new brand research findings are compared to the results from the previous studies to identify where key trends are emerging. Other areas studied in the report include:

• Goals and Strategies • Budgets• ROI and Measurement

• Technology and Social Media• Shopper/In-Store Experiential Marketing

The information in this specific report is based on in-depth surveys of brands that use event and experiential marketing. A total of 220 brands responded to the survey. The respondents represent many of the largest, leading corporations and brands with event and experiential marketing programs in the world.

The Event Marketing Institute and Mosaic thank all of the respondents for their invaluable contributions to this study.

Copyright © 2015 Event Marketing Institute. All Rights Reserved. No part of this publication can be copied or disseminated without the permission of the Event Marketing Institute.

introduction

EventTrack2015


brand survey report

executive summary

Top Event and Experiential Marketing Goals and StrategiesThe top two goals and strategies for event and experiential marketing are to increase brand awareness and drive sales. In the past year there have been increases in the percentage of brands that say key event marketing goals are to enhance product knowledge and understanding, and influence deeper customer involvement. Events and experiences are becoming more important in the critical areas of informing consumers and getting customers more in-volved with brands.

Source: EMI/Mosaic EventTrack 2015

Budgets are Expected to Increase Over 6% in 2015Companies and brands are increasing their event and experiential marketing budgets by a healthy 6.1% in 2015. This is up from an increase of 5.4% found in the 2014 EventTrack study. The 2015 average growth rate is nearly three times the level of recent U.S. GDP growth.

executive summary

2014% 2015% % ChangeIncrease / create brand awareness 78% 81% +3%

Increase sales 79% 79% --Enhance product knowledge and understanding 52% 62% +10%

Influence deeper customer involvement 51% 57% +6%

Launch new products 59% 55% -4%

2013 2014

4.7%

0

1

2

3

4

5

6

7

8

5.4%6.1%

2015


Average Brand Event and Experiential Budget Growth

EventTrack2015


brand survey report

executive summary


From otherparts of themarketingmix

Funded directly by corporate and not from other marketing budget buckets

35%

65%

Another key finding compared to the 2014 data is that a larger percentage of brands are directly correlating experiential marketing activity to sales.

Are Event and Experiential Programs Correlated to Sales?

YesNo

Industry growth is also shown in the findings below on the number of event and experiential marketing programs to be executed by brands and corpora-tions in 2015 compared to 2014. A significant 79% of the brand respondents say they will execute more event and experiential programs this year com-pared to last year.

More Events and Experiences in 2015 vs. 2014


79% More201521%Less

2014



42%58%

2015

59%

41%

2014 YesNo65%

35% 2015


This strong 6% budget growth raises the question: What’s the source of this in-creased spending? Is it new funding from corporate, or are resources being shifted from other areas of the marketing mix? The answer is: 58% of brands said they are being funded directly by corporate and not out of other marketing budget buckets, while 42% of brands with increasing event budgets say the new funding is coming from other parts of the marketing mix. As the charts show this is a key shift from the 2014 findings. These findings suggest corporations are finding more sources of investment outside of the overall marketing budget to fund event and experiential campaigns. This is due to the success of event and experiential programs and the desire to get closer to customers.

Event Budgets are Increasingly Funded by Corporate

EventTrack2015


brand survey report

executive summary

Measurement is On the RiseA continuation of a long-term trend is shown in the data below that today 79% of brands are measuring their event and experiential programs. This is up from 78% last year and 71% in the 2013 study.

0 20 40 60 80 100

2013

78%

71%

22%

29%

2014

Yes No

2015 79% 21%


Top Three Criteria Used to Measure Events and Experiences The top measurement factors and criteria according to the survey of brands are total attendance, Facebook and social media activity, and number of leads.

About the Brand Survey RespondentsThe survey polled marketers across large companies in such categories as information technology, consumer products, automotive, consumer electronics and mobile telecommunications, financial services and medical. Thirty-seven percent of the brands indicated their overall event and experi-ential marketing budget is over $10 million. Eleven percent have large bud-gets over $50 million. In terms of the number of events and experiences, 38% run hundreds of events and 13% manage thousands of them.

Total attendance, participation or visits

Facebook ‘Likes’, social media activity, postings, etc.

85%

0

20

40

60

80

100

61% 58%

Leads



EventTrack2015

brand survey report

Event and Experiential Marketing Goals and StrategiesThe survey asked: Which of the following best describes your organization’s external event and experiential marketing goals and strategies? The top two goals and strategies for event and experiential marketing are to increase brand awareness and drive sales. Using events and experiences to increase brand awareness has become even more important over the past year. Also in the past year there have been increases in the percentage of brands that say their event marketing goals are to enhance product knowledge and under-standing and influence deeper customer involvement. Events and experiences are becoming more important in the critical areas of informing consumers and getting customers more involved with brands. These are also areas in which brands are focusing their digital and social media efforts. Using event and experiential marketing to launch new products continues to be very im-portant to over half of brands as well.


2012% 2013% 2014% 2015%Increase / create brand awareness 73% 79% 78% 81%

Increase sales 83% 77% 79% 79%Enhance product knowledge and understanding 53% 58% 52% 62%

Influence deeper customer involvement 48% 52% 51% 57%

Launch new products 48% 50% 59% 55%Gather leads 48% 58% 49% 50%General media impressions / press coverage 38% 34% 39% 45%

Build prospect database 45% 44% 38% 41%Increase website traffic or Facebook ‘Likes’, social media activity 34% 36% 31% 40%

Conduct research, learn 23% 22% 17% 26%Indentify, develop influential consumer-based brand ambassadors 22% 18% 24% 24%

Indentify, develop influential business-to-business brand ambassadors

17% 22% 12% 20%

Increase effectiveness of other media 16% 19% 11% 18%

Reduce price sensitivity 10% 8% 4% 14%Other 8% 4% 4% 3%

1. Increase sales, 84%2. Increase / create brand awareness, 78%3. Enhance product knowledge and understanding, 74%4. Influence deeper customer involvement, 68%5. Launch new products, 56%

Brands with large event marketing budgets over $10 million are more focused on using experiential to increase sales. They are also more likely than groups with smaller budgets to focus on enhancing product knowledge and understanding, and influencing deeper customer involvement.

key insightTop Goals and Strategies of Brands with Event and Experiential Budgets Over $10 Million

goals & strategies

I.This is the first of five chapters analyzing the complete brand survey results.


EventTrack2015

brand survey report

Primary Focus of Event and Experiential Marketing in 2015The survey asked a similar question to the one above about the top goals and strategies. This additional question asked brands to indicate their primary focus for events and experiences this year. Drive more sales was selected by 36% and build brand awareness was selected by 32%. Comparing these find-ings to brands with over $10 million event and experiential budgets, finds that 45% are focused this year on driving more sales and 31% are prioritizing build-ing the brand and increasing awareness.

A number of findings throughout the EventTrack study show the health of the event and experiential marketing sector and the strong outlook for the indus-try. For example, a significant 79% of the brand respondents say they will ex-ecute more event and experiential programs this year compared to 2014.


Will Brands Execute More or Less Event and Experiential Programs in 2015 vs. 2014

Are Event and Experiential Programs Correlated to SalesAnother key finding compared to the 2014 data is a larger percentage of brands are directly correlating experiential marketing activity to sales.

2015 % 2015 % Brands with Event Budgets $10 M

Drive more sales 36% 45%Build the brand/drive awareness 32% 31%Generate P.R./viral buzz 15% 8%Collect leads 8% 8%Reach more consumers 8% 6%Other 1% 2%

MoreLess

72%

28%

2014 MoreLess79%

21%2015


YesNo

59%

41%

2014 YesNo65%

35% 2015



EventTrack2015

brand survey report

Experiential Channels Used in 2015The survey asked brands: Where is your company trying to make the most “experiential” action in 2015? The top three areas are influencer events and experiences, trade shows and corporate events, and sponsorship activation. Forty-four percent of brands are focusing this year on mobile tours, and 40% are running education and information focused events and experiences.


Influencer events and experiences are the number one area where brands expect to see the most experiential activity in 2015. Fifty-eight percent of brands selected this in the new 2015 survey compared to 51% last year.

key insightInfluencer Events and Experiences Continue to Grow

Event and Experiential Programs are Part of Integrated CampaignsThe findings show the trend is to integrate events and experiences more closely with wider corporate marketing and branding initiatives.

MoreLess

82%

18%

2014 MoreLess89%

11%

2015


2014 % 2015 %

Influencer events and experiences 51% 58%Trade shows / corporate events 62% 55%Sponsorship activation 59% 54%Mobile tours 33% 44%Education and information focused events and experiences 37% 40%

In-store events/shopper marketing 37% 36%Celebrity, sports or entertainment focused events and experiences 35% 32%

Street marketing 27% 27%Out-of-store retail events/sampling 18% 25%Contest-focused events and experiences 29% 25%

Mall programs 10% 12%Other 10% 3%


EventTrack2015

brand survey report

This section covers how event marketers are managing their budgets and where new funding is originating.

Event and Experiential Budget Growth Expectation for 2015Companies and brands are increasing their event and experiential marketing budgets by a healthy 6.1% in 2015. This is up from the 5.4% increase found in the 2014 EventTrack study. The 2015 increase is nearly three times the level of U.S. GDP growth.

2013 2014

4.7%

0

1

2

3

4

5

6

7

8

5.4%6.1%

2015


The average event and experiential marketing budget growth of over 6% is significantly higher than the recent rate of U.S. GDP growth.

key insightEvent and Experiential Budgets Continue to Grow

Budgets are Funded Directly from CorporateThis strong 6% budget growth raises a key question for corporate marketing teams. What are the sources of this increased spending on events and experi-ences? Is it “new” funding from corporate, or are resources being shifted from other elements of the marketing mix? The answer is: 58% are being funded directly by corporate and not out of other marketing budget buckets, and 42% of brands say the new funding is mainly coming from other parts of the mar-keting mix. As the charts show this is a key shift from the 2014 findings. These findings suggest corporations are finding more sources of investment outside of the overall marketing budget to fund event and experiential campaigns. This is due to the success of event and experiential programs and the critical need to get closer to customers.

budgets

II.


EventTrack2015

brand survey report

Source of Increased Event and Experiential Budgets

Who Controls the Budget: Marketing or Procurement?

Marketing11%Procurement 89%2015


Marketing is in control of their event and experiential budgets.




35%

65%

2014



42%58%

2015


EventTrack2015

brand survey report

Change in technology is shifting the marketing function at many companies from a focus on branding and awareness to lead generation and measure-ment. Events and experiential marketing have always excelled at increasing awareness, building brands and generating high-quality leads. This year’s EventTrack Brand Survey data shows that more top companies are measur-ing their event and experiential programs, and they are using a wider range of tracking metrics and approaches.

Percentage of Brands that Measure Event and Experiential Programs A continuation of a long-term trend is shown in the data that today 79% of brands are measuring their event and experiential programs. This is up from 78% last year and 71% in the 2013 study.

0 20 40 60 80 100

2013

78%

71%

22%

29%

2014

Yes No

2015 79% 21%


ROI GeneratedEvents and experiences provide a significant ROI. The survey asked specifi-cally: What ROI do you expect from events? Forty-eight percent of brands realize a ROI of between 3:1 to 5:1, and 29% indicated their return is over 10:1. Twelve percent say their ROI is 20:1 or higher.

0 5 10 15 20 25

1 to 1 return

2 to 1

2015%

3 to 1

4 to 1

5 to 1

10 to 1

20 to 1

Greater than 20 to 1

9%

14%

23%

9%

16%

13%

4%

12%


ROI & measurement

III.


EventTrack2015

brand survey report

Criteria Used to MeasureWhat criteria is used to measure events and experiences? The top measure-ment factors and criteria according to the survey of brands are total atten-dance, Facebook and social media activity, and number of leads.


Measurement MethodsThe main measurement methods are on-site surveys or interviews, post-event surveys, and interactive technology tracking tools. Nineteen percent of brands are using RFID or NFC (Near Field Communication) tracking as part of their measurement process today.


Interactive technology tracking tool usage increased significantly from only 15% in 2014 to 42% today.

key insight

2012% 2013% 2014% 2015%

Total attendance or participation 74% 83% 80% 85%Facebook ‘Likes’, social media activity, postings, etc. 45% 37% 57% 61%

Leads 62% 67% 64% 58%Post-event sales 46% 49% 66% 57%Public relations, press coverage 56% 54% 59% 47%Website traffic 41% 50% 46% 47%Gross sales related to the event 49% 54% 32% 47%On-site sales 31% 29% 41% 44%Time spent at experience 31% 25% 34% 44%Other online activity and postings 29% 26% 30% 30%Retail shelf lifts na na 9% 18%Gross profit related to the event 24% 30% 32% naOther metrics 11% 5% 9% 5%

2013% 2014% 2015%

On-site surveys or interviews 47% 59% 65%Post-event surveys or interviews 65% 64% 64%Interactive technology tracking tools na 15% 42%Redemptions of incentives 24% 49% 36%RFID/NFC tracking na 18% 19%Other 8% 3% 8%

Gross sales related to the event or experience is now tracked by 47% of brands and this is up significantly from 32% that said this in the 2014 survey.

key insight


EventTrack2015

brand survey report

Information Provided to Senior Management About Effectiveness of Event and Experiential ProgramsWhat specific information do you need to provide to senior management about the effectiveness of your event and experiential marketing pro-grams? Sixty-three percent of brands provide senior management with short-term financial ROI information. Over half of brands provide social media activity data. The percentage of brands tracking viral impact of events and experiential marketing is increasing. In fact, EMI studies have found the viral impact especially seen by large companies can be signifi-cant. Some larger companies such as leading IT groups with major events receive tens of millions of online visits, hits, connections and impressions per event.


For How Long Do Brands Measure Event EffectivenessSixty-six percent of brands conduct their measurement process within three months after the event or experiential program. Thirty percent mea-sure within a six month post-event window and 27% measure within a full year period. Note, the percentages add to over 100% as many brands measure various events and experiential programs on different timelines.

Six MonthsThree Months One Year Two Years or Longer

66%

30%

6%0

10

20

30

40

50

60

7080

27%


2013% 2014% 2015%

Short-term financial ROI 69% 63% 63%Social media activity, hits na na 56%Impact on branding 58% 54% 55%Long-term financial ROI 61% 56% 51%Impact on other marketing initiatives 50% 35% 33%Viral impact na 19% 25%Other 2% 4% 7%Not applicable 10% 6% 11%


EventTrack2015

brand survey report

Most event and experiential marketing activities are becoming technology enhanced and integrated experiences. Event and experiential marketers are increasingly focused on making an impact beyond their live event programs and campaigns. In the face of rapid, revolutionary change in technology event and experiential marketing is not only adapting but thriving. Also in this report, note the chapter on In-Store Events and Experiential Marketing has additional information on technology usage by brands.

How Social Media is Used by Event Marketers

The primary use of social media is to reach more people and drive participa-tion, followed by communicating event information. Enlisting influencers has seen a significant increase in importance over the past twelve months.

Enlisting influencers has seen a significant increase in importance over the past twelve months. The percentage of brands focusing their social media on finding and cultivating influencers has increased from only 34% in 2014 to 50% today.

key insightUsing Social Media to Enlist Influencers

Most Used Social PlatformsThe survey asked brands to pro-vide their single most used social platform. While the findings show a small decrease for Facebook and Twitter, Instagram has increased from 4% last year to 12% today in terms of the percentage of brands using it to activate events.


technology & social media

IV.


2014% 2015%

To reach more people 86% 80%Communicate event information 60% 69%To enlist influencers 34% 50%Build a database 34% 43%General goodwill 46% 36%Disseminate special offers 26% 24%Other 8% 4%Not applicable 6% 11%

2014% 2015%

Facebook 49% 45%Twitter 29% 26%Instagram 4% 12%LinkedIn 10% 8%YouTube 4% 5%Pinterest 2% 2%Other 2% 2%Not applicable 6% 11%


EventTrack2015

brand survey report

From the 2015 EventTrack Consumer SurveyThe EventTrack study includes a separate detailed survey of 1,600 consumers that recently participated in a brand event or experiential mar-keting 1,600 activation. Some of the key findings from the consumer survey on their technology use at events is provided here.

Consumer Social Media Usage Related to EventsDo you use any of the following social media websites or platforms?

Consumer Social Media Usage Related to EventsWhich of the following have you used to share content such as photos or videos from an event/experience?

Source: EMI/Mosaic EventTrack 2015 -- Consumer Survey


%Consumers

Facebook 60%Twitter 39%Instagram 36%LinkedIn 25%Foursquare 23%Pinterest 21%YouTube 18%A branded app 18%Blog(s) 18%None of the Above 25%Other 2%

%Consumers

Facebook 82%YouTube 60%Instagram 47%LinkedIn 46%Twitter 46%Pinterest 44%Blog(s) 25%Foursquare 24%A branded app 21%None of the above 6%Other 2%


EventTrack2015

brand survey report

Use of Other Key and Emerging Technologies Besides social media there is significant attention around using various on-site technologies including apps, gesture interactives, gamification and tablets. The survey asked brands: What percentage of your 2015 event/experiential campaigns do you estimate will leverage some kind of technology? According to the brands, on average 73% of events and expe-riential campaigns are using some type of on-site technologies and tools.

This is actually higher than the percentage of event and experiential campaigns in 2015 connected to social media. The survey asked: What percentage of your event and experiential campaigns in 2015 will be con-nected to social media? The average response was 67%.

When is Social Media Used by Event Marketers The survey posed this question: Do you use social media primarily as a way to connect with targets…


Do Social Media Event Expenditures Have a Budget Line Item Sixty-two percent of brands have a specific budget line item for social media event expenditures.


Yes62%No 201538%

During an eventBefore an event After an event

78%

62% 65%

0

10

20

30

40

50

60

70

80


EventTrack2015

brand survey reportin-store events &

experiential marketing

V.

This section focuses on brands’ consumer and retail shopper marketing. Events and experiences are being used, among other goals, to add the personal element and get closer to customers.

Percentage of Brands that Use In-Store Events, Sampling or Product DemonstrationsFifty-three percent of the brand respondents use in-store events and ex-periences. This is up from 48% found in the 2014 study.


YesNo 27% 73%2015

In-Store Retail Event Integration with Overall Event and Experiential Marketing ProgramsSeventy-three percent of brands that use in-store events and experiences say these are integrated with other event and experiential marketing programs.

YesNo

48%

52%

2014 YesNo53%

47%2015



EventTrack2015

brand survey report


If In-Store Programs are Integrated with Overall Event and Experiential Marketing, What Tactics Are ImplementedThe key implementation tactic to integrate shopper marketing with wider initiatives is to use events and experiential marketing to drive store traffic to fulfill promotion offers. Having a consistent theme across efforts is also considered important by consumer brands.

What Enhances In-Store Shopping ExperiencesAccording to the brand respondents, the top way to enhance the in-store ex-perience, besides ensuring the products are available, is to have outgoing and engaging staff. The findings to this question are provided for the past three EventTrack Brand Studies.


2012% 2013% 2014% 2015%

Experiential marketing events to drive traffic to store to fulfill promotion offer 44% 73% 89% 79%

Consistent theme across efforts 48% 76% 72% 63%Incremental store merchandising or media tied to experiential marketing activation schedule

36% 46% 61% 55%

Retail bounce back discount offers delivered at experiential marketing events

36% 49% 56% 53%

Retail specific messaging at experiential marketing events 40% 68% 61% 47%

Other 12% 0% 0% 0%

2013 Very Important & Important

Ratings


Ratings


Ratings

Outgoing and engaging staff 91% 89% 88%The products they are shopping for are available 88% 95% 88%

Knowledgeable store staff 84% 95% 81%Store staff are available when they need someone 86% 85% 76%

Product(s) being featured 88% 85% 70%Fun experiences 79% 74% 66%Offered a solution relevant to customers 76% 90% 66%Good deals (low price, offers, coupons) 45% 75% 60%Well merchandised shelves and displays 86% 79% 55%Unique themed store events 64% 30% 36%Free sampling 52% 55% 34%Special events in the parking lot 24% 30% 24%Age of staff 27% 16% 19%


EventTrack2015

brand survey report

According to consumers, the top three ways to improve in-store events and experiences are with free samples, good deals, and knowledgeable store staff or specialists.

key insight

From the 2015 EventTrack Consumer SurveyThe new EventTrack Consumer Survey asked a cross-section of 1,600 con-sumers and event participants this question: From your experience, what makes in-store event, sampling or demonstration experiences enjoyable and a better experience?

Consumers on How to Improve In-Store Events and Experiences


%Consumers

Free sampling 63%Good deals (low price, offers, coupons) 57%Knowledgeable store staff or specialists 50%Outgoing and engaging staff 49%Ability to try something new 48%The products I am shopping for are available 37%Product demonstration 35%Product(s) being featured 32%Store staff are available when you need someone 30%

Understanding how a product works or is right for me 30%

Makes me confident in purchasing the product 28%

Fun experience(s) 28%Solutions relevant me/my family 20%Special events in the parking lot 19%Unique themed store events 17%


EventTrack2015

brand survey reportconclusion

The event and experiential marketing phenomenon continues, as marketers around the world refine and redefine how to use live experiences to make connec-tions and engage with customers. Events are also being used more thoroughly to increase product awareness and as tangible sales generators. Events and experi-ences are becoming more important in the critical areas of informing consumers and getting customers more involved with brands. They are also being measured and analyzed in more depth and via an increased number of metrics and ap-proaches.

Look across the leading companies and organizations around the world and you will find marketing teams embracing events like never before.

To recap some of the key research findings:

• Event and experiential marketing budgets are forecast to grow by a healthy 6.1% in 2015. This is up from an increase of 5.4% found in the 2014 EventTrack study.

• In a dramatic shift in one year, expanding event and experiential budgets are increasingly being funded directly by corporate. In 2014 the majority of new in-vestment was coming from other areas of the marketing mix.

• The top three event and experiential goals and strategies are to increase brand awareness, drive sales, and enhance product knowledge and understanding. The study found in the past year there has been a significant increase in the percentage of brands that say a key focus is on enhancing product knowledge and understanding, as well as influencing deeper customer involvement.

• In contrast to the entire set of brand survey respondents, the number one event and experiential goal of brands with large event marketing budgets over $10 million is to increase sales.

• Influencer events and experiences are the number one area where brands ex-pect to see the most experiential activity in 2015. Fifty-eight percent of brands selected this in the new survey compared to 51% in 2014.

• Social media is also being used increasingly around events and experiences to enlist influencers, and this has increased significantly in importance over the past year. For example, the percentage of brands focusing their social media on finding and cultivating influencers has increased from only 34% in 2014 to 50% today.

• More brands are measuring their event and experiential programs. Today 79% of brands are measuring their programs compared to 71% found in the Event-Track study conducted in 2013.

The survey of brands uncovered a number of unique insights. For further analysis also see the complete Consumer Survey component of the fourth annual EventTrack Event & Experiential Marketing Industry Forecast & Best Practices Study.


EventTrack2015

brand survey report

Types of Events & Experiences Used by Brands

Customer Focus

2015%

Corporate events 74%Trade shows 65%Consumer activations 63%Conferences 61%Influencer events 57%Product launch and press events 55%Internal sales meetings 55%Sponsorships 55%Mobile (vehicle) marketing 47%C-Level summits 43%Grassroots, street marketing 39%In-store, retail events 33%Virtual events 29%Pop-ups 25%Store-in-stores 12%Other 2%

2015%Business-to-Consumer 24%Business-to-Business 22%Both 54%

methodology & about the respondentsBetween February and March 2015, the Event Marketing Institute invited leading consumer market brands to participate in a research survey. The invitations were sent via email to leading brand and marketing personnel, and 220 responded. The response is from an elite group of large, leading corporations.

Percentage of Events: Business-to-Business and Consumer-Focused, Overall Data Set Average

Consumer-Focused32% 68%

Business-to Business


EventTrack2015

brand survey reportabout Mosaic

Mosaic is the fastest growing experiential marketing agency in North America. Utilizing its People as Media™ approach, Mosaic delivers fully integrated solu-tions that connect with consumers at every point along the path to purchase. With Brand Ambassadors at the core of every experience, Mosaic executes thousands of consumer events and retail visits across North America each year, making one-to-one consumer connections in store, online and in the community.

Mosaic’s U.S. operations are headquartered in Dallas, Texas, with offices in Chicago, Illinois, and Bentonville, Arkansas. Its Canadian operations are head-quartered in Mississauga, Ontario, with offices in Toronto, Ontario and Laval, Quebec. Recently acquired by Acosta Sales & Marketing, Mosaic now operates under Acosta’s marketing arm, AMG.

Dallas Chicago220 East Las Colinas Blvd 750 N Orleans, Suite 600Irving, TX 75039 Chicago, IL 60654-4420Phone: 800.364.1812 Phone: 312.526.3126

Mississauga Laval2700 Matheson Blvd East 2500, Boul. Daniel-JohnsonWest Tower, 2nd Floor Bureau 230Mississauga, Ontario L4W 4V9 Laval, Quebec H7T 2P6Phone: 905.238.8422 Phone: 450.686.0142

Toronto100 Liberty StreetSuite 100Toronto, Ontario M6K 3L7Phone: 905.238.8422


EventTrack2015

brand survey report

The mission of the Event Marketing Institute is to help our members enhance their professional performance by providing comprehensive education, re-search, and analysis related to emerging trends and insights into event mar-keting strategy, as well as creating a growing list of productivity tools and professional networking opportunities to foster information exchange. To learn more go to eventmarketing.com.

Event Marketing Institute 10 Norden Place Norwalk, CT 06855 Tel: 203.854.6730 eventmarketing.com

about the Event Marketing Institute


EventTrack2015

brand survey report

Event Marketing Institute 10 Norden Place Norwalk, CT 06855 Tel: 203.854.6730 www.eventmarketing.com

Copyright © 2015 Event Marketing Institute. All Rights Reserved. No part of this publication can be copied or disseminated without the permission of the Event Marketing Institute.

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