Experiential Marketing 2.0

Recently, I had the opportunity to present the findings of the Digital + Exhibit Marketing Insights study conducted by The Center for Exhibition Industry Research and the Exhibition Research Foundation in partnership with George P. Johnson at TS2 in Chicago.

This study surveyed 287 Corporate Brand and Exhibition Management senior-level professionals and was designed to build understanding around how respondents are currently integrating digital marketing into their event programs.

There were several interesting findings in the report. Through this and other posts, I’ll share these findings, what they mean and what you can do about them.

When you do measurable marketing, it’s not about just measuring, it’s about measuring the correct thing. Buzz without business is typically just noise. The purpose of marketing is to drive sales. There is a challenge in measuring and understanding ROI of a campaign in its entirety, as well as the contribution of each tactic. This is especially true as new technologies and marketing channels are discovered and exploited.