Fifty-three percent of the 1,000 senior level marketers surveyed said event marketing "is the discipline that best accelerates and deepens relationships with target audiences." Slightly more than a quarter (26 percent), said it drives the greatest return-on-investment—up 4% from 2007. The EventView 2009: North America report was conducted by an independent third party research firm on behalf of the Meeting Professionals International Foundation, the Event Marketing Institute and George P. Johnson.
"The underlying theme of the 2009 EventView data is that smart marketers will answer the call of their bosses to drive business as soon as possible," says David Rich, senior vice president for strategic marketing/worldwide at the event marketing company George P. Johnson. "This is best accomplished by accelerating the shift away from passive and interruptive marketing tactics and moving as quickly as possible to the more targeted, direct and engaging strategy of brand experiences that in and of themselves deliver value to the prospect or customer."