EVENT

With more than $150 billion spent annually on event hosting, participation and sponsorships, the dynamic field of “experiential marketing” is achieving new prominence and visibility. Shelia Chapman, Director, Global Brand Management for BearingPoint, Jane Baird, VP of Marketing Communications, Cognos, Lisa Dardis Harrup, Sr. Manager, Global Marketing, Symantec, and Rosie Madison, Xerox, compared and contrasted their views during a panel discussion on the recently-published “Staging & Gauging: Do Events Pay Off” survey. Moderated by Scott Van Camp, managing editor, Marketing Magnified, and author of the report, this webinar provided a lively interchange on just were the money goes, and how events can be used more effectively.