Proprietary research from the editors of PROMO
2006 Event Marketing Trends Study
Time Out
Some brands cut back on event marketing in 2006, according to PROMO’s new proprietary trend survey. The good news is that many firms plan to increase event spending this year. And they are now better able to measure results....
The Morning After
This year's Event Marketing Trends Report shows that one-offs just don't cut it any longer, as marketers extend brand relationships far beyond the event, looking for long-term returns...
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2005 Study
Crowd Control
When Visa signs on as an event sponsor, it goes all out.
It is currently in relationships with the Olympic Games, the National Football League, NASCAR, the Triple Crown, Disney and Broadway. Activation is typically fully integrated with an event marketing component often playing a key role.
In the NASCAR sponsorship, for example, Visa traveled to racetracks across the country with a “high-end” RV showing off its luxurious accommodations including a hot tub and plasma screen TV. As the RV toured, consumers learned that they could win the right to spend the weekend at the races living in the RV just by using their Visa cards. The RV was set up in a prime location on the infield and the winners also got pit access, meetings with the drivers, a pace car ride with Rusty Wallace or Kurt Busch and finish-line tickets. The tour was supported by national TV ads and Visa plans to do the same during the coming NASCAR season as part of the Daytona 500 next month and may roll out the program for the entire series of races.
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2004 Study
PROMO exclusive: By the Numbers
Click here for the complete January 2004
Special Report on Event Marketing
No longer a bit player, event marketing moved to the top of the bill in 2003. At one time, marketers might have thought of events in terms of a stand-alone mobile unit parked at Wal-Mart to introduce new hair care products, or a guerrilla team working the streets of New York or Chicago to pass out coupons for a cellular phone. Now, events are integral to the marketing mix — not necessarily always the centerpiece — but an element in an orchestrated promotional mix that boils down to success.
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