1 eventview 2009: financial services. 2 overview eventview background status key performance...

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EventView 2009: Financial Services

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Overview

• EventView Background

• Status Key Performance Indicators Summary

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

• What this means to you

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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

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U.S.19%

Germany22%

Spain9%

France9%

Japan14%

Canada7%

Australia10%

UK8%

China2%

Survey Demographics - Geography

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

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Key Take-away: 59% of respondents represent large enterprise companies.

$1B - $4.9B32%

Under $250M7%

$500M - $999M24%

$10B+24%

$5B - $9.9B3%

$250M - $499M10%

Survey Demographics - Revenue

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CxO9%

Director13%

LoB Manager23%

Advertising Management

6%

Other9%

Consultant1%

VP11%

Sales/Marketing Management

28%

Survey Demographics - Title

Key Take-away: This is a survey of senior level perceptions of event marketing, not event marketers’ perceptions of the discipline.

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

$5M - $9.9M5% $1M - $4.9M

38%

Under $500K26%

$50M - $99M1%

$100M - $199M1%

$200M - $499M8%

$500M+4%

$10M - $49M7%

$500K - $999K10%

Survey Demographics Marketing Budget

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• 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

Companies’ Primary Marketing ConcernsFinancial Services - 2008

Question: Thinking about your current marketplace,what would you say is your primary marketing concern today?

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

Companies’ Primary Marketing Concerns

30%

5%

6%

18%

14%

4%

2%

11%

8%

3%

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

Other

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

Economy

Price / Cost

Question: Thinking about your current marketplace,what would you say is your primary marketing concern today?

Financial Services - 2008

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Financial Services Trends in MarketingKey Performance Indicators

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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.

Financial Services 2006 - 2008

Financial Services Trends inEvent Marketing KPI’s

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31%

47%53%

65%

52% 36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2006 2007 2008

Increasing

Remaining Constant

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.

Financial Services 2006 – 2008

Question: How do you estimate the future importance of event marketing for your organization?

Future Importance of Event Marketing

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Automotive Trends in Event Marketing Status KPI’s

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.

Implications

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Key Financial Services Findings: Budget Trends

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

Event Marketing’s Share of the Marketing Budget

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

Event Marketing’s Share of the Marketing Budget

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


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• Event marketing • Print advertising• Broadcast advertising• Public relations• Web marketing• Direct mail• Other

Question: How is your marketing budget split among disciplines?

Financial Services – 2008

Marketing Budget Allocation by Discipline

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

Question: How is your marketing budget split among disciplines?

Marketing Budget Allocation by Discipline

Financial Services – 2008

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• Increased• Remained Constant• Decreased

Marketing Budget Fluctuation

Question: Would you say your overall marketing budget has increased or decreased?

Financial Services 2007- 2008

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

Question: Would you say your overall marketing budget has increased or decreased?

Marketing Budget Fluctuation Financial Services 2007- 2008

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Financial Services 2006 - 2008Event Marketing Budget Fluctuation

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

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

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

Event Marketing Budget Fluctuation Financial Services 2006 - 2008

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Marketing Budget Decrease Allocation

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


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


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

Marketing Budget Decrease Allocation

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Marketing Budget Increase Allocation

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


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

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

Marketing Budget Increase AllocationFinancial Services - 2008

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Key Financial Services Findings: ROI Trends

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• Direct Mail• Web Marketing• Public Relations• Broadcast Advertising• Print Advertising• Event Marketing

The Greatest ROI in Marketing

Question: Of the following marketing elements, which would you say provides the greatest return on investment?

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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.

Question: Of the following marketing elements, which would you say provides the greatest return on investment?

9%

19%

16%

15%

12%

13%

12%

17%

17%

8%

6%

22%

19%

20%

14%

8%

17%

23%

0 0.05 0.1 0.15 0.2 0.25

Direct mail

Web marketing

Public relations

Broadcast advertising

Print advertising

Event marketing

2008

2007

2006

The Greatest ROI in Marketing Financial Services 2006 - 2008

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• 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

Why Event MarketingProvides the Greatest ROI

Question: Why does Event Marketing provide the greatest ROI?


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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.

Question: Why does Event Marketing provide the greatest ROI?

Why Event MarketingProvides the Greatest ROI


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


Question: Of these marketing elements, which would you say is best for accelerating and deepening relationships?

Accelerating and Deepening Relationships

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Key Financial Services Findings:

Measurement Trends

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Measurement in Event Marketing Financial Services 2006 - 2008

Question: Do you do any event measurement?

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


Question: Do you do any event measurement?

Measurement in Event Marketing

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


Question: What percentage of the event marketing budget is allocated to measurement?

Budget Allocations for Measurement

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Financial Services - 2008Measurement Motivation

• Procurement influence

• Marketing best practice

• To justify expenditure

• To protect or increase budget

• To demonstrate marketing ROI

• To improve attendee experience

Question: Why do you measure?

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

Question: Why do you measure?

Measurement Motivation Financial Services - 2008

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Measurement Topics

• 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

Financial Services 2006 - 2008Question: What do you measure?

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

Financial Services 2006 - 2008Question: What do you measure?

Measurement Topics

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


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

Measurement Impacts Event Marketing Budgets

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Key Financial Services Findings:

Event-to-Experience Trends

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• Awareness

• Consideration

• Preference

• Purchase

• Loyalty

Experience Marketing at Work Financial Services - 2008

Question: What primary marketing objectives do you currently use experience marketing for?

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


Question: What primary marketing objectives do you currently use experience marketing for?

Experience Marketing at Work

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The Transition to Experience Marketing

• Not at all

• Don’t know

• In the next three months

• In the next six months

• In the next twelve months

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


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The Transition to Experience Marketing

20% 13% 11% 19% 18%17%

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

2008

Already transitioned

In the next three months

In the next six months

In the next 12 months

Not at all

Do not know

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

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


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Key Financial Services Findings: Green Trends

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•Already implemented

•No current plans

•Do not know

•In the next three months

•In the next six months

•In the next twelve months

Green Initiatives Implementation

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

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Green Initiatives Implementation

41% 6% 25% 12%6% 6%

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

2008

Already implementedIn the next three monthsIn the next six monthsIn the next 12 monthsNo current plansDo not know


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

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

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Financial Services 2007- 2008Motivations for Green

• Corporate responsibility mandate

• Cost savings

• Gain a competitive advantage

• Win or maintain customer loyalty

• Don’t know

Question: Why is your company implementing a green initiative?

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Motivators for Green Initiatives

3%

22%

29%

29%

61%

20%

18%

8%

8%

46%

0% 20% 40% 60% 80%

Other

Win or maintain customerloyalty

Gain a competitiveadvantage

Cost savings

Corporate responsibilitymandate

2008

2007

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

Financial Services 2007- 2008

Question: Why is your company implementing a green initiative?

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Key Take-aways and Implications

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Key Take-aways1. 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.

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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.

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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?

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Addendum

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The Role of Event Marketing

• A lead tactic

• A vital component of the plan

• Taken under consideration with other mediums

• Usually an after thought


Question: In planning a marketing campaign, what best describes the role of event marketing?

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The Role of Event Marketing

9%

35%

47%

8%

12%

37%

36%

12%

8%

48%

26%

17%

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

Usually an afterthought

Taken under consideration with other mediums

A vital component of the plan

A lead tactic

200820072006

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


Question: In planning a marketing campaign, what best describes the role of event marketing?

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External Event Budget Distribution

• Mall Marketing

• Guerilla Marketing

• Sports / Entertainment Sponsorships

• Road Shows & Mobile Marketing

• Conferences & Seminars

• Trade Shows

• Grassroots Campaigns

• College Marketing

• Nightlife Campaigns

Question: What types of external events currently account for the majority of your event budget?


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5%

3%

36%

38%

51%

30%

1%

7%

6%

12%

12%

35%

27%

51%

5%

4%

9%

4%

3%

22%

19%

44%

42% 55%

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

Nightlife

College

Grassroots

Mall marketing

Guerilla marketing

Sports / entertainment sponsorships

Road shows & mobile marketing

Conferences & seminars

Trade shows

2008

2007

2006

External Event Distribution

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

Question: What types of external events currently account for the majority of your event budget?


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• Nightlife campaigns• College marketing• Grassroots campaigns• Mall marketing• Guerilla marketing• Sports / entertainment sponsorships• Road shows & mobile marketing• Conferences & seminars• Trade shows

ROI of External Events Financial Services 2006 - 2008

Question: What external events provide the greatest ROI?

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ROI of External Events

25%

5%

39%

17%

1%

2%

1%

1%

18%

14%

24%

31%

6%

3%

11%

5%

32%

31%

5%

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

Nightlife campaigns

College marketing

Grassroots campaigns

Mall marketing

Guerilla marketing

Sports / entertainment sponsorships

Road shows & mobile marketing

Conferences & seminars

Trade shows

200820072006


Question: What external events provide the greatest ROI?

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

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• Analyst / investor relations• Employee events (social or business)• Sales or marketing meetings• Education/training

Question: What internal events provide the greatest ROI?

ROI of Internal Events Financial Services 2006 - 2008

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ROI of Internal Events

11%

10%

22%

54%

6%

13%

33%

46%

3%

22%

31%

39%

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

Analyst / investorrelations

Employee events(social or business)

Sales or marketingmeetings

Education/training

2008

2007

2006


Question: What internal events provide the greatest ROI?

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

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Procurement Influence Today

Question: To what degree does your procurement or purchasing department influence the selection of an event marketing provider?


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Procurement Influence Today

9%

11%

24%

16%

40%

13%

15%

13%

8%

52%

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

5 - High

4

3

2

Low - 1

20082007

Question: To what degree does your procurement or purchasing department influence the selection of an event marketing provider?


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

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Procurement Influence Tomorrow

• increasing strongly?

• increasing?

• constant?

• decreasing?

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


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Procurement’s Influence Tomorrow

21%

22%

2%

10%

3%

4%

66%

64%

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

2007

2008

Increasing strongly

Increasing

Constant

Decreasing

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


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

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