Event Marketing Track Planned for MPI's WEC 2012

Because just planning an event is futile — to populate it with attendees, you've also got to market it — the Event Marketing Institute (EMI) has partnered with Meeting Professionals International (MPI) to deliver a dedicated event marketing track at MPI's 2012 World Education Congress (WEC), taking place July 28-31 in St. Louis, it announced this week.

Titled "The Power of Event Marketing: Inside the World of Strategic Events," the track will take place on Tuesday, July 31. Open to the first 150 senior- and advanced-level planners who register, it will begin with a panel discussion led by David Rich, senior vice president of strategy and planning at George P. Johnson Experience Marketing. Following the panel — which will provide insight into the profession of event marketing and how event planners can extend their role within the field —attendees will learn why event marketing is growing so rapidly and become equipped with the latest research and analysis on emerging trends. According to EMI, they also will learn what it takes to be successful by working through real world event marketing case studies.

"The partnership between EMI and MPI is a first and one that we are very excited about," said EMI President Kerry Smith. "By combining the strengths of both of these premier organizations we can more effectively carry out our shared mission of demonstrating the value and impact that events have on business objectives. The meeting and events industry has changed drastically and senior level planners need to be well-versed in how face-to-face events can positively impact ROI."

Added MPI President and CEO Bruce MacMillan, "MPI has long been a source of invaluable information for meeting and event planners. We are thrilled to be in partnership with EMI to offer an elevated understanding of the business of live events and the impact of strategic marketing not previously provided at WEC."