As everybody in our business knows, special events have special power to influence people. And a study released by Jack Morton Worldwide last month shows just how powerful events as experiential marketing tools can be. Among the study's key findings:
- Respondents rank experiential marketing as the No. 1 medium most likely to result in a purchase.
Some 82 percent of respondents say that participating in experiential marketing is more engaging than any other form of communication.
A total of 81 percent of respondents agree that experiential marketing makes them more receptive to other marketing approaches from the product or brand.
The respondents who rated experiential marketing most highly came from China, the world's fastest growing economy.
Whether you are producing a special event for a brand or a bride, you need the right tools to make the event a success. And our 2006 "Buyers' Guide" gives you access to an incredible array of resources to do exactly that.
It's a great sign of the health of the event industry that this year's edition is 25 percent bigger than it was last year. This shows that we have more vendors coming into this vibrant market, offering a wealth of new products. And that means more options for you to choose from to make your event everything you have envisioned it could be.
And though you'll want to keep this print edition close at hand, it's good to remember that it's a living document. You can also find it online at specialevents.com. Wherever you are in the world, you can find the suppliers you need.
And Special Events has more resources for you. While our "Buyers' Guide" puts its main focus on products that you need for your event, our online "Services Sourcebook" puts you in touch with specialized event services--from floral designers to security consultants, planners to public relations pros. To access these event services, visit specialevents.com and click on the "Sourcebook" tab.
There's an old saying that success in business doesn't depend on what you know, but who you know. Our "Buyers' Guide" and "Services Sourcebook" put you in the know about the vast array of vendors who are ready to go to work for you.