Marketing events growing in prominence for planners

Marketing events growing in prominence for planners

By Robert Carey

Marketing and customer events are now a big part of the regular duties of planners, according to a MeetingNews survey. More than 77 percent of 333 responding planners said they have at least some responsibility in coordinating these functions, although for some it’s a new task: 16 percent said this responsibility has been conferred upon them only recently.

That's a good sign, because the prevalent view among senior management is that such events are among the best ways to drive business. In fact, 36.5 percent of all planners (40 percent of strictly corporate planners, and 31 percent of those working for associations) said their organizations currently do more marketing and customer events than they did three years ago. Just 21 percent said their organizations are doing fewer.



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