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					EventView 2009: Financial Services




                                     1
                                              Overview
• EventView Background

• Status Key Performance Indicators Summary

• Trends
  •   Budget
  •   ROI
  •   Measurement
  •   Green
  •   Event-to-Experience Transition

• What this means to you




                                                         2
                                       Study Background
• Annual, global and first-of-its-kind study of event marketing trends
  across industries and geographic regions
• Launched in 2002 by George P. Johnson (GPJ), EventView is the
  longest–running study of the event marketing industry
• Co-sponsored by MPI Foundation since 2003
• Co-sponsored by the Event Marketing Institute since 2007
• Currently in its 7th year reporting on the perceptions senior level
  executives have of event marketing
• Financial Services respondents surveyed earn upwards of $100
  million in annual revenue with 59% representing companies that
  generate over one billion in revenue




                                                                         3
          Survey Demographics - Geography
                                                 France
                               U.S.
                                                   9%   UK
                               19%
                                                        8%


                                                             Spain
                   Canada                                     9%
                     7%



                   Australia
                     10%

                                                        Germany
                                                          22%
                                 Japan
                                  14%    China
                                          2%

Key Take-away: Financial Services findings are based on a total sample 174
respondents from 9 countries.




                                                                             4
            Survey Demographics - Revenue
                                          $250M - $499M
                            Under $250M       10%
                                7%


                                                              $500M - $999M
                                                                  24%


                  $10B+
                   24%




                  $5B - $9.9B
                      3%

                                                $1B - $4.9B
                                                   32%
Key Take-away: 59% of respondents represent large enterprise companies.




                                                                              5
                        Survey Demographics - Title
                                         CxO
                                         9%     VP
                                 Other
                   Consultant                  11%
                                  9%
                      1%


              Advertising
              Management                              Director
                  6%                                    13%




               Sales/Marketing
                Management
                     28%                        LoB Manager
                                                    23%
Key Take-away: This is a survey of senior level perceptions of event marketing,
not event marketers’ perceptions of the discipline.




                                                                                  6
                                                  Survey Demographics
                                                      Marketing Budget
                                              Under $500K
                                                 26%



                              $500M+
                                4%                                   $500K - $999K
                                                                         10%

                   $200M - $499M
                        8%

        $100M - $199M
             1%
         $50M - $99M
             1%
                        $10M - $49M
                            7%

                                $5M - $9.9M
                                    5%                      $1M - $4.9M
                                                               38%


Key Take-away: 64% of respondents have marketing budgets over $1M. 26%
have budgets over $5 million. 21% have budgets over $10M.




                                                                                     7
Companies’ Primary Marketing Concerns
                                                       Financial Services - 2008
Question: Thinking about your current marketplace,what would you say is your
primary marketing concern today?
          •   Measurement of return on marketing investments
          •   Re-engineering the marketing mix to improve performance
          •   Reaching new customers
          •   Keeping loyal, profitable customers
          •   Growing market share profitably
          •   Maximizing sales in emerging markets
          •   Building brand awareness




                                                                                   8
Companies’ Primary Marketing Concerns
                                                                                                Financial Services - 2008
Question: Thinking about your current marketplace,what would you say is your
primary marketing concern today?
                                               Price / Cost        3%
                                                 Economy                     8%
                                 Building brand awareness                         11%
                     Maximizing sales in emerging markets          2%
                           Growing market share profitably          4%
                        Keeping loyal, profitable customers                         14%
                                  Reaching new customers                                  18%
   Re-engineering the marketing mix to improve performance               6%
           Measurement of return on marketing investments               5%
                                                     Other                                             30%

                                                              0%    5%       10%    15%   20%   25%   30%    35%

Key Take-away: Reaching new customers (18%) is top of mind among
respondents followed by keeping loyal, profitable customers and building brand
awareness.




                                                                                                                            9
Financial Services Trends in Marketing
           Key Performance Indicators




                                         10
                                    Financial Services Trends in
                                          Event Marketing KPI’s
                                                                           Financial Services 2006 - 2008
  4%
  2%
  0%
  -2%                  2006                                  2007                                   2008
  -4%
  -6%
  -8%
 -10%
 -12%
 -14%

    Maintaining / Increasing Importance   Maintaining / Increasing Event Budget   Proportion of Overall Marketing Budget

Key Take-away: Event’s proportion of the marketing budget has decreased with
the percentage of marketers expecting budget increases predictably on the
decline. Event marketing’s “importance” status is maturing.




                                                                                                                           11
 Future Importance of Event Marketing
                                         Financial Services 2006 – 2008
Question: How do you estimate the future importance of event marketing
for your organization?
100%

 90%

 80%
                                52%                36%
 70%
             65%
 60%
                                                            Increasing
 50%
                                                            Remaining Constant
 40%

 30%
                                                   53%
                                47%
 20%
             31%
 10%

  0%
             2006               2007               2008

Key Take-away: The percentage of respondents that rank the future
importance of events as increasing has declined as events rise to prominence
among marketing disciplines. It appears event marketing has established its
relevance.




                                                                                 12
                           Automotive Trends in
                    Event Marketing Status KPI’s
                                                                 Implications
Events’ stable proportion of the overall marketing budget is a clear
indicator of an industry that is maturing and whose function as a sales
driver is becoming more well known throughout the enterprise.
Although 39 percent of respondents expect marketing budget decreases,
budget fluctuations are most likely related to the economic downturn, not
necessarily a decline in the perception of event marketing’s value to the
organization.
Respondents have historically been optimistic about the future importance
of events. The decline in the number of respondents who rank the future
importance of events as increasing could be interpreted as another sign of
event’s rise to prominence in the organization and the stabilizing of it’s
ranking among marketing channels.




                                                                                13
Key Financial Services Findings: Budget Trends




                                                 14
              Event Marketing’s Share of the
                          Marketing Budget
                                         Financial Services 2006 – 2008

Question: What percentage of your company's total marketing budget is
currently spent on event marketing?




                                                                          15
              Event Marketing’s Share of the
                          Marketing Budget
                                          Financial Services 2006 – 2008

Question: What percentage of your company's total marketing budget is
currently spent on event marketing?
      30%
                                   23%
      25%
                  22%
                                                    19%
      20%

      15%
      10%
       5%
       0%
                 2006              2007             2008

Key Take-away: Event marketing’s share of the marketing budget has
decreased 4% since 2007.




                                                                           16
                   Marketing Budget Allocation
                                 by Discipline
                                               Financial Services – 2008
Question: How is your marketing budget split among disciplines?
          •  Event marketing
          •  Print advertising
          •  Broadcast advertising
          •  Public relations
          •  Web marketing
          •  Direct mail
          •  Other




                                                                           17
                          Marketing Budget Allocation
                                        by Discipline
                                                          Financial Services – 2008
 Question: How is your marketing budget split among disciplines?

            Event marketing                       19%
            Print advertising                           27%
       Broadcast advertising               12%
             Public relations               14%
             Web marketing                11%
                  Direct mail         10%
                       Other         8%

                                0%   10%          20%   30%     40%


Key Take-away: Print advertising (27%) and event marketing (19%) spend
make up for nearly half of respondents’ marketing budgets.




                                                                                      18
                 Marketing Budget Fluctuation
                                          Financial Services 2007- 2008

Question: Would you say your overall marketing budget has increased or
decreased?
          • Increased
          • Remained Constant
          • Decreased




                                                                          19
                           Marketing Budget Fluctuation
                                                  Financial Services 2007- 2008

Question: Would you say your overall marketing budget has increased or
decreased?
                                            28%
              Increased
                                                              46%




                                                  33%
      Remained constant
                                                        38%

                                                                     2008
                                                                     2007
                                                        39%
             Decreased
                                     16%



                          0%   10%    20%   30%         40%    50%


Key Take-away: 61% of respondents said their budgets increased or remained
constant. 39% experienced decreases in their budget.




                                                                                  20
     Event Marketing Budget Fluctuation
                                         Financial Services 2006 - 2008

Question: By what percentage do you anticipate your event marketing
budget allocation will increase or decrease?




                                                                          21
       Event Marketing Budget Fluctuation
                                                 Financial Services 2006 - 2008

 Question: By what percentage do you anticipate your event marketing
 budget allocation will increase or decrease?

                               12%
    Increase                                   23%
                                 14%
                                                                 2008
                                                                 2007
                                                     26%         2006
    Decrease                           19%
                                         20%


               0%   5%   10%     15%   20%     25%         30%

Key Take-away: Respondents that expect additional budget expect a 12%
increase. Those that expect cuts expect a 26% decrease.




                                                                                  22
Marketing Budget Decrease Allocation
                                                Financial Services - 2008

Question: If you have experienced a budget decrease, where are you
taking the dollars from?
          •   Event marketing
          •   Print advertising
          •   Broadcast advertising
          •   Public relations
          •   Web marketing
          •   Direct mail
          •   Other




                                                                            23
Marketing Budget Decrease Allocation
                                                                  Financial Services - 2008

Question: If you have experienced a budget decrease, where are you
taking the dollars from?
          Event marketing                              36%

          Print advertising                                            58%

     Broadcast advertising                           31%

           Public relations               19%

           Web marketing                       23%

                Direct mail               19%

                     Other                           31%

                              0%   10%   20%     30%       40%   50%   60%   70%


Key Take-away: Print advertising (58%) and event marketing (36%) are first
affected by budget cuts.




                                                                                              24
  Marketing Budget Increase Allocation
                                                  Financial Services - 2008

Question: If you have experienced a budget increase, where are you putting
these additional dollars?
          •   Event marketing
          •   Print advertising
          •   Broadcast advertising
          •   Public relations
          •   Web marketing
          •   Direct mail
          •   Other




                                                                              25
    Marketing Budget Increase Allocation
                                                                           Financial Services - 2008

 Question: If you have experienced a budget increase, where are you putting
 these additional dollars?
           Event marketing                                           30%

           Print advertising                                 24%

      Broadcast advertising                                        28%

            Public relations                           20%

            Web marketing                                                       39%

                 Direct mail                               23%

                      Other                                                    37%

                               0%   5%   10%   15%   20%   25%     30%   35%    40%   45%


Key Take-away: Web marketing (39%) and event marketing (30%) gain the most
from shifting marketing dollars.




                                                                                                       26
Key Financial Services Findings: ROI Trends




                                              27
                The Greatest ROI in Marketing
                                        Financial Services 2006 - 2008
Question: Of the following marketing elements, which would you say
provides the greatest return on investment?
       •   Direct Mail
       •   Web Marketing
       •   Public Relations
       •   Broadcast Advertising
       •   Print Advertising
       •   Event Marketing




                                                                         28
                       The Greatest ROI in Marketing
                                                           Financial Services 2006 - 2008
 Question: Of the following marketing elements, which would you say
 provides the greatest return on investment?
                                                                                        23%
          Event marketing                                                             22%
                                                           13%
                                                                        17%
          Print advertising              6%
                                                         12%
                                              8%
     Broadcast advertising                    8%
                                                                 15%                             2008
                                                               14%                               2007
           Public relations                                             17%
                                                                                                 2006
                                                                      16%
                                                                                20%
           Web marketing                                                17%
                                                                              19%
                                                                              19%
                Direct mail                              12%
                                                   9%


                              0   0.05             0.1         0.15           0.2         0.25

Key Take-away: Marketers have ranked events as the discipline that provides
the greatest ROI for the past 2 years with events providing a higher ROI than
broadcast by nearly a factor of 3.




                                                                                                        29
                             Why Event Marketing
                         Provides the Greatest ROI
                                            Financial Services 2007 - 2008

Question: Why does Event Marketing provide the greatest ROI?
           • It can be measured
           • Minimal investment for highest exposure
           • Wide exposure
           • In person contact
           • Reaches a targeted audience
           • Builds new contacts
           • Primary source of information
           • Number of people reached




                                                                             30
                                                     Why Event Marketing
                                                 Provides the Greatest ROI
                                                                                   Financial Services 2007 - 2008

Question: Why does Event Marketing provide the greatest ROI?
              In-person contact (face-to-face)                                                     82%
                                                                                           59%
                 Reaches a targeted audience                                         51%
                                                                              40%
                   Number of people reached                      18%
                                                                        30%
                         Builds new contacts                           27%
                                                             15%
                                                                                                                2008
                Primary source of information                          26%
                                                            13%                                                 2007
                              Wide exposure                10%
                                                                 18%
      Minimal investment for highest exposure               13%
                                                      3%
                          It can be measured               9%
                                                             13%

                                                 0%           20%            40%       60%       80%     100%


Key Take-away: 82% of Financial Services respondents consider event
marketing to provide the greatest ROI because it includes opportunities for
in-person (face-to-face) contact.




                                                                                                                       31
                        Accelerating and Deepening
                                      Relationships
                                                                  Financial Services - 2008
Question: Of these marketing elements, which would you say is best for
accelerating and deepening relationships?

            Event marketing                                               50%

            Print advertising        4%

       Broadcast advertising         4%

             Public relations                         19%

             Web marketing                 10%

                  Direct mail                   13%

                                0%        10%     20%       30%   40%   50%     60%


Key Take-away: Event marketing is the overwhelming choice as the
discipline that best accelerates and deepens relationships.




                                                                                              32
Key Financial Services Findings:
           Measurement Trends




                              33
          Measurement in Event Marketing
                                        Financial Services 2006 - 2008
Question: Do you do any event measurement?




                                                                         34
            Measurement in Event Marketing
                                         Financial Services 2006 - 2008
Question: Do you do any event measurement?

     100%
                 82%
     80%                                            75%
                                  66%

     60%

     40%

     20%

      0%
                2006              2007              2008


Key Take-away: The percentage of respondents who report measurement
has increased 9% since 2007.




                                                                          35
    Budget Allocations for Measurement
                                              Financial Services 2006 - 2008

Question: What percentage of the event marketing budget is allocated to
measurement?
         12%
                                       10%
         10%                                             9%

          8%
                     6%
          6%

          4%

          2%

          0%
                     2006              2007              2008

Key Take-away: Budget allocations for the activity are stable.




                                                                               36
                           Measurement Motivation
                                               Financial Services - 2008
Question: Why do you measure?
          •   Procurement influence
          •   Marketing best practice
          •   To justify expenditure
          •   To protect or increase budget
          •   To demonstrate marketing ROI
          •   To improve attendee experience




                                                                           37
                                  Measurement Motivation
                                                               Financial Services - 2008

Question: Why do you measure?

             Procurement influence          5%

             Marketing best practice                               23%

              To justify expenditure                                     27%

       To protect or increase budget                   12%

      To demonstrate marketing ROI                                             36%

     To improve attendee experience                          19%

                                       0%        10%         20%         30%    40%

Key Take-away: The majority of respondents measure to demonstrate
marketing ROI (36%).




                                                                                           38
                                       Measurement Topics
                                                  Financial Services 2006 - 2008
Question: What do you measure?
           • Number of qualified leads

            •   Learning impact
            •   Media impressions
            •   Overall experience satisfaction
            •   Attendance
            •   Quality of leads
            •   Sales increase
            •   Overall communication effectiveness
            •   Change in brand perception
            •   Other




                                                                                   39
                                                              Measurement Topics
                                                                                Financial Services 2006 - 2008
Question: What do you measure?
                                                                                 28%
                      Number of Qualified Leads                                          38%
                                                                     16%

                                                                                       34%
                                Sales Increases                                              40%
                                                                                26%

                                                                                 28%
           Overall Communication Effectiveness                                    29%
                                                                                        35%

                                                                     16%
                      Quality of Leads Provided                                 26%
                                                          5%

                                                                          20%
                                 Traffic at event                                      34%
                                                                11%                                      2008
                                                                     16%                                 2007
                Overall Experience / Satisfaction                                 31%                    2006
                                                                      17%

                                                                12%
        Change in Brand Perception / Preference                  14%
                                                                                 28%

                                                                 12%
                                Learning Impact                 11%
                                                     1%

                                                               9%
                             Media Impressions                      13%
                                                         2%

                                                    0%        10%     20%       30%     40%        50%


Key Take Away: The leading categories of event measurement are
sales increases (34%) followed by the number of qualified leads
(28%).




                                                                                                                 40
                           Measurement Impacts Event
                                  Marketing Budgets
                                                       Financial Services - 2008

  Question: How do you anticipate your marketing budget allocations will
  change relative to event marketing?

         Companies that
          measure and
                                                                  28%
         expect an event
         budget increase

        Companies that
       don't measure and
                                                 17%
        expect an event
        budget increase

                           0%   5%   10%   15%     20%      25%    30%


Key Take-away: Companies that measure are 65% more likely to expect
increases in their event marketing budgets than those who don’t measure.




                                                                                   41
Key Financial Services Findings:
    Event-to-Experience Trends




                                   42
                   Experience Marketing at Work
                                                  Financial Services - 2008
Question: What primary marketing objectives do you currently use experience
marketing for?
           •   Awareness
          •   Consideration
          •   Preference
          •   Purchase
          •   Loyalty




                                                                              43
                             Experience Marketing at Work
                                                                Financial Services - 2008
Question: What primary marketing objectives do you currently use experience
marketing for?
          Awareness            13%                14%


        Consideration          13%               11%
                                                                                  Rank 1
           Preference              16%                    18%                     Rank 2



            Purchase                18%                 10%


              Loyalty         11%                 17%


                        0%    5%     10%   15%    20%     25%   30%   35%   40%


Key Take-away: Respondents most use experience marketing to motivate
purchases (18%) and preference (16%).




                                                                                            44
The Transition to Experience Marketing
                                                Financial Services - 2008

Question: How quickly are you transitioning your event marketing
initiatives into experience marketing?
           •   Not at all
           •   Don’t know
           •   In the next three months
           •   In the next six months
           •   In the next twelve months




                                                                            45
The Transition to Experience Marketing
                                                               Financial Services - 2008

 Question: How quickly are you transitioning your event marketing
 initiatives into experience marketing

                                                                             Already transitioned
                                                                             In the next three months
                                                                             In the next six months
2008        20%         13%     11%    17%         19%          18%          In the next 12 months
                                                                             Not at all
                                                                             Do not know




       0%   10%   20%     30%   40%   50%    60%   70%   80%    90%   100%



Key Take-away: 20% of respondents are already integrating green into
their event programs. 41% will follow within the next 12 months.




                                                                                                        46
Key Financial Services Findings: Green Trends




                                                47
           Green Initiatives Implementation
                                                 Financial Services - 2008

Question: When do you plan on implementing green initiatives within the
event function?
           • Already implemented
           •   No current plans
           •   Do not know
           •   In the next three months
           •   In the next six months
           •   In the next twelve months




                                                                             48
                    Green Initiatives Implementation
                                                                    Financial Services - 2008

Question: When do you plan on implementing green initiatives within the
event function?


                                                                                 Already implemented
                                                                                 In the next three months
                                                                                 In the next six months
  2008               41%               6% 6% 6%       25%           12%          In the next 12 months
                                                                                 No current plans
                                                                                 Do not know




         0%   10%   20%    30%   40%    50%   60%   70%     80%   90%     100%


Key Take-away: 41% of respondents are already integrating green into
their event programs. 18% will follow within the next 12 months.




                                                                                                            49
                                    Motivations for Green
                                                  Financial Services 2007- 2008
Question: Why is your company implementing a green initiative?
           •   Corporate responsibility mandate
           •   Cost savings
           •   Gain a competitive advantage
           •   Win or maintain customer loyalty
           •   Don’t know




                                                                                  50
                       Motivators for Green Initiatives
                                                                     Financial Services 2007- 2008
Question: Why is your company implementing a green initiative?

       Corporate responsibility                                      46%
              mandate                                                        61%

                  Cost savings              8%
                                                         29%

            Gain a competitive              8%                                            2008
                advantage                                29%                              2007

      Win or maintain customer                   18%
               loyalty                             22%

                                                  20%
                         Other
                                       3%

                                  0%             20%           40%         60%      80%

Key Take-away: Abiding by a corporate responsibility mandate is
respondents’ primary motivation for going green. Green initiatives account
for 10% of event budgets.




                                                                                                     51
Key Take-aways and Implications




                                  52
                                           Key Take-aways
1. Respondents’ number one marketing concern is reaching new
   customers.
2. Since 2007, event marketing has been considered by respondents to
   provide the greatest ROI among marketing channels and is perceived to
   provide a higher ROI than broadcast advertising, by nearly a factor of
   three.
3. Further confirming the power of events, event marketing is the
   overwhelming choice of marketers as the discipline that best
   accelerates and deepens relationships.
4. Although budgets have been affected by the economic climate, event
   marketing’s share of the marketing budget remains relatively stable.
5. Companies that measure are 65% more likely to expect increases in
   their event marketing budgets than those that don’t measure.
6. The data suggests a synergy between events and Web marketing.



                                                                            53
                         How does this affect you?
As the role of event marketing increases in prominence it will likely be
increasingly used to anchor integrated communications campaigns. Event
marketers and meetings managers who can expand their knowledge
outside of the event function will increase their prospects for career growth
and enhance their role as strategic contributors to the enterprise.
One important leverage point will be in knowing how meetings and events
accelerate and deepen relationships so that you can better build this
capability into your events and be the person responsible for driving
profitable business outcomes.
No longer moments in time, meetings and event experiences live on
through digital media. Your success will depend on how well you integrate
the power of face to face marketing with the reach and speed of the Web.




                                                                                54
                            How does this affect you?
With budgets expected to continue contracting, the need for measurement
will only increase. How will you incorporate qualitative and quantitative data
to fully articulate the value of the events in your portfolio?
The market is looking for ever-higher ROI. Competition during this
recession is high. In addition to logistical innovation, what strategic vision
can you bring to the table?




                                                                                 55
Addendum




           56
                     The Role of Event Marketing
                                            Financial Services 2006 - 2008
Question: In planning a marketing campaign, what best describes the
role of event marketing?
        •   A lead tactic
        •   A vital component of the plan
        •   Taken under consideration with other mediums
        •   Usually an after thought




                                                                             57
                          The Role of Event Marketing
                                                                  Financial Services 2006 - 2008
Question: In planning a marketing campaign, what best describes the
role of event marketing?
                                                                 17%
                                   A lead tactic              12%
                                                        8%

                                                                       26%
                   A vital component of the plan                             36%
                                                                                    47%         2008
                                                                                                2007
                                                                                    48%
   Taken under consideration with other mediums                               37%               2006
                                                                             35%

                                                        8%
                        Usually an afterthought            12%
                                                         9%

                                                   0%   10%      20%   30%    40%   50%   60%



Key Take-away: Up 5% from last year, 17% of respondents consider
events a lead tactic of the marketing plan.




                                                                                                       58
     External Event Budget Distribution
                                           Financial Services 2006 - 2008

Question: What types of external events currently account for the
majority of your event budget?
           •   Mall Marketing
           •   Guerilla Marketing
           •   Sports / Entertainment Sponsorships
           •   Road Shows & Mobile Marketing
           •   Conferences & Seminars
           •   Trade Shows
           •   Grassroots Campaigns
           •   College Marketing
           •   Nightlife Campaigns




                                                                            59
                                External Event Distribution
                                                                                 Financial Services 2006 - 2008

  Question: What types of external events currently account for the
  majority of your event budget?
                                                                                              42%
                              Trade shows                                                                 55%
                                                                                  30%
                                                                                               44%
                   Conferences & seminars                                                             51%
                                                                                                      51%
                                                                      19%
            Road shows & mobile marketing                                        27%
                                                                                         38%
                                                                           22%                                    2008
        Sports / entertainment sponsorships                                            35%
                                                                                        36%                       2007
                                                    3%                                                            2006
                         Guerilla marketing                    12%
                                                    3%
                                                    4%
                            Mall marketing                     12%
                                                     5%
                                                       9%
                                Grassroots           6%

                                                    4%
                                   College            7%

                                                     5%
                                   Nightlife    1%

                                               0%        10%         20%         30%    40%         50%     60%

Key Take-away: Since 2006, trade shows and conferences have
accounted for the majority of the event budget.




                                                                                                                         60
                              ROI of External Events
                                           Financial Services 2006 - 2008

Question: What external events provide the greatest ROI?
           •   Nightlife campaigns
           •   College marketing
           •   Grassroots campaigns
           •   Mall marketing
           •   Guerilla marketing
           •   Sports / entertainment sponsorships
           •   Road shows & mobile marketing
           •   Conferences & seminars
           •   Trade shows




                                                                            61
                                                  ROI of External Events
                                                                     Financial Services 2006 - 2008

Question: What external events provide the greatest ROI?
                                                                                 31%
                        Trade shows                                              31%
                                                               17%
                                                                                     32%
             Conferences & seminars                                      24%
                                                                                           39%
                                                  5%
      Road shows & mobile marketing               5%
                                                             14%

                                                         11%
  Sports / entertainment sponsorships                              18%                                 2008
                                                                         25%
                                                                                                       2007
                   Guerilla marketing             5%                                                   2006
                                               3%
                      Mall marketing         1%

                                                    6%
               Grassroots campaigns          1%


                   College marketing         2%


                  Nightlife campaigns        1%


                                        0%             10%         20%         30%         40%   50%


Key Take-away: Since 2005, trade shows and conferences have been
considered to provide the greatest ROI among external events.




                                                                                                              62
                               ROI of Internal Events
                                          Financial Services 2006 - 2008

Question: What internal events provide the greatest ROI?
     •   Analyst / investor relations
     •   Employee events (social or business)
     •   Sales or marketing meetings
     •   Education/training




                                                                           63
                                                     ROI of Internal Events
                                                                      Financial Services 2006 - 2008

Question: What internal events provide the greatest ROI?

                                                                           39%
      Education/training                                                         46%
                                                                                        54%

      Sales or marketing                                          31%
                                                                    33%
          meetings                                        22%
                                                                                                2008
       Employee events                                    22%
                                                                                                2007
                                              13%
     (social or business)                  10%                                                  2006

       Analyst / investor        3%
                                      6%
          relations                        11%

                            0%         10%          20%         30%       40%     50%     60%

Key Take-away: Education/training meetings are considered to provide
the highest ROI of all internal events followed by sales/marketing and
employee events.




                                                                                                       64
               Procurement Influence Today
                                         Financial Services 2007 - 2008
Question: To what degree does your procurement or purchasing
department influence the selection of an event marketing provider?




                                                                          65
                        Procurement Influence Today
                                                          Financial Services 2007 - 2008
Question: To what degree does your procurement or purchasing
department influence the selection of an event marketing provider?


                                                                     52%
        Low - 1                                          40%

                         8%
              2                     16%

                               13%
              3                             24%                                  2008
                                                                                 2007
                                    15%
              4               11%

                               13%
        5 - High         9%


                   0%    10%          20%         30%   40%    50%         60%


Key Take-away: The majority of respondents rank procurement’s
influence in the selection of an event marketing provider as low.




                                                                                           66
       Procurement Influence Tomorrow
                                       Financial Services 2007 - 2008
Question: Would you say the influence of procurement or purchasing
in the selection of a provider is:
          •   increasing strongly?
          •   increasing?
          •   constant?
          •   decreasing?




                                                                        67
    Procurement’s Influence Tomorrow
                                                                Financial Services 2007 - 2008

Question: Would you say the influence of procurement or purchasing
in the selection of a provider is:
               3%

       2008           22%                           66%                           10%

                                                                                           Increasing strongly
                                                                                           Increasing
                                                                                           Constant
                                                                                           Decreasing

       2007    4%         21%                             64%                       2%




              0%    10%     20%   30%   40%   50%    60%        70%   80%   90%     100%

Key Take-away: Most respondents expect procurement’s influence to
remain constant.




                                                                                                                 68

				
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