Party Hearty

Event Marketing Survey: Party Hearty
Marketers see value in events, Promo survey shows

Executive summary:
Almost a third of marketers spent more on event or experiential marketing in 2007 than they did the previous year, according to Promo magazine's latest proprietary research.

The amount being spent on the events is getting more financial support, according to the data. Roughly 30% spent between $100,000 and $499,000 on events in 2007, and 27% allocated from $1 million to $5 million. Additionally, 30% now devoted a fifth or more of their total marketing budgets to event sponsorship and hosting.

And the taboo subject of ambush marketing had some startling findings: more than 30% of our respondents admitted to engaging in ambush tactics, while 26% indicated they've been ambushed while they were the official event sponsors.