Product category:
Events, meetings and conferences
News Release from: Events Industry Alliance
Edited by the Marketingservicestalk Editorial
Team on 22 October 2007
Experiential marketing reaches tipping
point
Live events and digital are overtaking traditional marketing media and reaching the tipping point, claimed the Events Industry Alliance at a Business Tourism Partnership event.
Key opinion-formers from the events sector at a breakfast briefing for the Business Tourism Partnership on 16 October concluded that live events and digital are overtaking traditional marketing media Over 60 heads of business, including representatives from the Events Industry Alliance (EIA), International Congress and Convention Association (ICCA), the British Association of Conference Destinations (BACD) and organisers Eventia met to share evidence that advertising, direct mail and other traditional media are losing revenue to live experiential marketing
This article was originally published on Marketingservicestalk on 21 Mar 2007 at 8.00am (UK)
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Trevor Foley, group chief executive of the Events Industry Alliance, said: "Major corporations are switching spend to live events because it's the only medium that touches all the senses.
"Sedentary, screen-based jobs are prompting people to seek face-to-face interaction; their voluntary attendance at events makes them all the more receptive to brand messages.
"With the fragmentation of television audiences created by multiple channel choice, and the viewing trend to pre-record programmes without the ads, we are hearing from all sides that TV advertising is losing out and print is following suit.
"American Business Media reported in 2006 that face-to-face event revenue had surpassed that of print media for the first time".
Speakers at the briefing agreed that the UK events industry had finally reached its tipping point.
Rob Allen, Chairman of Eventia, said: "It was a British company - Jack Morton Worldwide - that produced the opening and closing ceremonies of the Melbourne Commonwealth Games.
"In the foreseeable future Jack Morton's name will become as well known to the general public as that of Saatchi.
"In the meantime, a host of creative, professional agencies are producing world-class events for major corporate clients every day - and demonstrating their value".
The breakfast briefing was held at Westminster's Cabinet War Rooms as part of National Meetings Week, running from 15-19 October.
EIA is an official sponsor of National Meetings Week.
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