Events benefit brands, says market report

The three most important objectives of event marketing are building brand awareness, increasing brand preference and developing brand loyalty.

The three most important objectives of event marketing are building brand awareness, increasing brand preference and developing brand loyalty. These are the main findings of a report commissioned by global event marketing firm The George P Johnson Company. Trends in Event Marketing 2001-2002 found 47% thought event marketing offers a greater return on investment than advertising, sales promotion or PR, and 40% said it would play a greater role in their companies in the future. The report was carried out by Intellitrends and is based on research into 120 management and executive level marketing and brand personnel in US companies that have annual sales of more than $500m (£351m).

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