Editorial

Of the two major events that dominated September (that is, the Olympics and the Marketing Event Awards) only one succeeded in championing effective face-to-face marketing. We'll give you a clue as to which one it was - it wasn't held in Sydney.

Of the two major events that dominated September (that is, the Olympics and the Marketing Event Awards) only one succeeded in championing effective face-to-face marketing. We'll give you a clue as to which one it was - it wasn't held in Sydney.

No, it was at the London Hilton, Park Lane on 22 September and it was the Marketing Event Awards of course. All the worthy winners of these coveted prizes are listed in our special supplement, and images from the evening are shown on p19-20. What we here at Marketing Event liked so much about this year's winners is that they demonstrate that face-to-face marketing works not just for big names with big budgets, like Ford, IBM and General Motors, but the little guys too. Our top prize, the grand prix, was awarded to Photobition Event Solutions for a stand it produced for the Institute of Electrical Engineers which cost just pounds 13,500. Photobition itself was the first to admit to being shocked at being awarded this prize, but why?

The stand was not only a great looking piece of work, it pulled in the crowds and it can be used again and again. That's pounds 13,500 well spent of anyone's marketing budget, we say.

Anyway, on to the Olympics. Perhaps we're being a bit harsh, because a lot of companies did really well from event-related promotions - they just weren't necessarily the official sponsors (see p6). Look at Pepsi, it got more publicity than official sponsor and arch-rival Coca-Cola, simply for not being an official sponsor. Apparently, security guards were told to search visitors to the games for the usual stuff like weapons, dodgy tickets and cans of Pepsi. Heaven forbid anyone should be seen sipping anything but Coke trackside. The story made it into newspapers around the world.

And for that kind of coverage Pepsi paid precisely nothing. We wonder what Coke paid for its sponsorship deal - whatever it was we bet it's looking even more expensive now.




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