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Brighter prospects for events and experiential sector

The latest of the quarterly Bellwether reports cites renewed confidence in marketing spend and signals positive news for the events and experiential sector.

As well as the Institute of Practitioners in Advertising revealing the record-largest, single upwards revision (20.4%) to marketing budgets in 14 years, the report also confirmed that event budgets had risen by 6.3% during the first quarter of 2014.

Also highlighted in the spring Bellwether report is a remarkably buoyant picture for the rest of 2014, which is both great news for the sector and reflected in our own experience over the last few months.

We’ve already secured a number of new business wins this year and have also been delighted to see that long-term clients continue to return to us for new or longer roadshow truck tours. As well as direct business, we’ve also enjoyed renewing and strengthening collaborations with a number of agency partners.

This is testament to the fact that, despite the economic downturn, roadshows have continued to deliver results and high return-on-investment for businesses.

Organisations that have particularly embraced and championed taking their campaign mobile include those working in the fields of technology, and oil and gas.

The reason for this is that as well as providing the means to take complex or cumbersome products and services directly to clients and prospects, roadshows have worked hard to drive brand awareness and engagement, providing a unique opportunity to enter new territory and widen reach.

Last year we announced our first overseas office. Located in the heart of Dubai, the launch was a response to the increasing number of businesses looking to deploy a roadshow experience in the Middle East. As well as strengthening our offering to existing clients it has also enabled us to forge stronger ties with local businesses, who have become excited about the opportunities that a roadshow truck tour can offer both in their locality and beyond.

A brighter economic outlook all-round has helped improved confidence in marketing spend. And as brighter prospects look set to continue I see only good things for the sector as more brands realise the potential for success through roadshow activity.

Keith Austin

Keith Austin View Full Profile

Clarity of vision and years of big brand experience have helped Keith take EMS from start-up to market leader. The continual challenges he places on both the business and the team are keeping us in pole position, where we intend to stay.

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