Firms go live to drown out social media buzz

Companies with new products to take to
market are spending more on live events to cut through the noise of social
media.

Bosses at Event Marketing Solutions (EMS) say the trend is fuelling unprecedented
demand for its road show marketing events.

The firm has snared £3.2m worth of new contracts so far this year, with
four new clients and six pieces of new business from existing clients,
including two leading home appliance brands and tours with B2B
specialists Ortho Clinical Diagnostics and Parker Hannifin.

Now the firm has appointed Nic Whelan to the EMS
board of directors, to lead its business development strategy.
He has been with EMS for 13 years, and has developed new income streams
including roadshows with Barclays, Warner Bros and Allianz.

Keith Austin, CEO at Event Marketing
Solutions said: “Our experiences show that investment in experiential is
increasing as marketers look for ways to effectively engage and communicate
face to face with people – be it colleagues or consumers. Measuring return has
been challenging for the sector, but the recession has made it essential.
Everything from monitoring of sales uplifts post event, feedback results,
social media interaction, meeting numbers, volume and pace of pipeline
improvements are vital metrics that we use to paint an accurate picture of a
campaign’s success.”

His
view is backed up by Randle Stonier, boss at events agency Adding Value.

Stonier
said: “I was in a meeting recently with the marketing people from of the
world’s largest FMCG brands and they are adamant that the empirical evidence is
there to show experiential marketing works. That’s why they will spend seven
figures on it.”

Do
you have a story for CN? Email: John Keenan

Paul Colston

Author

Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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