B2B brands embrace event marketing, in tough times
New research has revealed that nearly 70% of B2B brands regard events as a ‘very important’ or ‘critical’ marketing tool as they battle the recession.
The survey by B2B Marketing magazine found that companies are increasing their focus and investment on face-to-face events – despite the downturn and the digital revolution, which many predicted would take over from traditional marketing strategies. Events take a significant portion of many brands’ budget, with almost 40% setting aside at least a quarter of their total marketing spend for them.
It’s also clear why: 40 % of companies surveyed believed that events were a ‘very good’ way of targeting key decision makers in senior management. ‘Building customer relationships’ was the most important reason cited by companies for running events.
EMS managing director Keith Austin commented: “These survey results are borne out by EMS’ continuing success in winning B2B contracts, despite these challenging times.
“Roadshows are a cost-efficient, highly effective alternative to trade shows when brands are making every penny count.
“Parker Hannifin recently showed their confidence in our mobile solutions by awarding a two-year extension to our contract with them for a state-of-the-art mobile showroom that will visit 22 countries across Europe. Our clients know that there is no substitute for taking the brand to customers on their doorstep and having that face-to-face dialogue.”
