REPORT

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Staging and Gauging

Do Events Pay Off?

After facing the challenges of reduced travel following 9/11 and event-spend cutbacks during the subsequent business slowdown, event marketing rebounded. Expenditures on sponsorships, shows, conferences, meetings and other event activities grew by 15 percent in 2003 to over $140 billion, per Promotion Marketing Association/PROMO magazine. This growth environment led the CMO Council to launch a thought leadership initiative to take a closer look at the role, value, criticality and effectiveness of events as a vital part of the strategic marketing mix-from both the event manager and the CMO points of view. (Published: 2005)

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