How One Event Can Have Many Lives

Some 67% of marketing execs are investing in live events as part of their branded entertainment strategy, according to a new study by TBA Global and the Event Marketing Institute. Properly tended, that content can spread out in many directions.

Benefits include:

• Traffic counts
• Appointments set
• Number of qualified leads
• Closed sales
• On-site surveys (pre- and post-event)
• Time spent at each location

Live events provide an effective means to:

• Spread a brand's message
• Foster brand loyalty and preference
• Obtain key demographic and contact info
• Boost purchase intent

“Marketers are constantly looking for ways to connect on a very visceral level with consumers,” says Brian Murphy, executive vice president of TBA Global. “Live events really allow you to do that and give you instantaneous feedback.”