Event Production Show Marketing Sessions surveys reveals 2011 trends
An electronic survey conducted at the 2011 Event Production Show yesterday (Wednesday 2nd February) has revealed that penetration via sponsorship and social media are the two main objectives for live event professionals in 2011.
An electronic interactive voting system, TurningPoint, provided by Steljes Rental, the innovative technology distribution specialists, gave a 150-strong crowd in the Marketing Sessions the chance to declare their marketing priorities for the next ‘Decade of Events’.
The morning session was led by Rob Guterman of Big Fish Events, who put questions to a panel featuring James Williams, Head of the Olympic Torch Relay, Coca-Cola Great Britain, Jonathan Lee, Senior Sponsorship Manager of Virgin Media and Shane Murray, Promoter of Ibiza Rocks. In the afternoon, Kevin Jackson, Vice President Sales and Marketing EMEA, Jack Morton, discussed why live events are critical to the marketing strategies of big brands.
Over half (58 per cent) of respondents, representing a broad cross section of the live event sector, said that attracting sponsorship would be a key objective, with event companies keen to target synergistic brands. Some 78 per cent of participants in the survey said that they are now attempting to maximise their audience through a wide variety social media including Facebook, Twitter and LinkedIn.
From a list of high-profile global events coming to the UK over the next decade (including the 2012 Olympics, royal wedding, Diamond Jubilee, 2014 Commonwealth Games and 2015 Rugby World Cup), an 84 per cent share of the audience revealed that they had most plans for the 2012 Olympics. And despite the 600,000 visitors to the UK the royal wedding of Prince William to Kate Middleton is expected to draw only 12 per cent cited the event as being high up on their agenda.
Andy Horn, Business Manager, Steljes Rental said: “Today shows how events are becoming more interactive, with both speakers and attendees being able to express their views to a large audience. The Day 1 sessions summed up the growing potential of live events in business, a trend which we are in an ideal position to exploit.”
Kevin Jackson, Vice President Sales and Marketing EMEA, Jack Morton said: “Information is demand driven, it’s a great time for brands. 90 per cent of people judge the brand by the experience within the brand, we can drive word of mouth by creating experience.”
