Tag Archives: Special Events

Creating a Well-Rounded Marketing Media Strategy

If you find yourself questioning the value of traditional media in your marketing strategy because:

  • Digital investment is generating lots of clicks to your website,
  • Your competition recently launched a web or mobile campaign,
  • And your inbox is flooded with promises from digital media vendors to deliver engaged consumers, premium content and targeting technologies at an unbelievably low cost?

The digital age has had an unquestionable positive impact on the ability of advertisers to zero in on consumers fitting their ideal demographic, geographic and psychographic profiles, with the proficiency of a star athelete like Lebron James or Eli Manning to hit their respective targets. But, just as you can’t put Eli Manning on the basketball court or put Lebron James on a football field and get the same results, you can’t expect digital media alone to accomplish all of the media goals and objectives in your marketing media strategy.

The purchase cycle
Big ticket purchases like cars, furniture, jewelry, and medical services are some of the most important retail investments affecting individuals—and the consumer doesn’t want to make a mistake.

Digital marketing is great at attracting audiences concerned with making the best decisions—people who are proactive about their purchasing decisions. And often, those who are proactive about searching are also proactive about engaging. This likelihood to engage means digital should be a core component of any well-balanced media plan. But marketers have a long purchase cycle to consider, during which awareness, information, reassurance and loyalty must be established and sustained to help the consumer confidently choose to invest in your brand above all others offering similar services. That’s where traditional media shines.

A good media strategy takes all kinds
Traditional media and their digital counterparts are vital media engines, and through the basic mechanics of media mix theory1, are inclined to fuel each other in the long purchase cycle.

Here’s a quick breakdown media mix theory, from Media Planning:

  • To reach people not reached with the first medium.
  • To provide additional repeat exposure in a less expensive, secondary medium after optimum reach is obtained in the first medium.
  • To leverage the intrinsic values of a medium to extend the creative effectiveness of the campaign (such as sight and sound on TV, intimate conversation on radio, long copy in print media and precise targeting in digital mediums).
  • Synergism, where an effect produced by the sum of the parts is greater than expected by adding together the individual components.

Traditional and digital media are equally and uniquely important in your media strategy mix and you build an effective media mix that contributes to profitable growth, that includes both traditional and digital media.

Universal Orlando and Legoland hit capacity yesterday; Islands of Adventure turns away customers again

So many people are in Central Florida to go to the theme parks this week that several hit capacity and closed their doors Wednesday to any more visitors.

WFTV’s Skywitness 9  flew over the parks, where crowds and lines of cars were visible. WFTV.com’s interactive traffic map showed heavy traffic over I-4 and other roads near Disney World, SeaWorld and Universal Studios.

Disney World’s Magic Kingdom, Hollywood Studios and Animal Kingdom all had to turn guests away because so many people were inside.

According to independent Disney World travel sitetouringplans.com, Wednesday’s crowd levels are in the top 10 percent of all days all year, with each park forecasted between 9.7 and 10 on a 10-point scale –with hour-plus waits at many of the most popular attractions.

Universal Orlando also had to refuse people from getting into Islands of Adventure, and the new Legoland in Winter Haven hit capacity as well, posting on their Facebook page, “In order to ensure guests of LEGOLAND Florida have an enjoyable day with their families, the park is no longer admitting additional guests.”

Online advertising becoming as important as spot TV

According to Q3 2011 research from media buying solutions provider STRATA, clients are becoming just as focused on digital media as they are on spot TV. US ad agencies reported 34% of clients were thinking most about online advertising in Q3, compared with 24% the previous quarter. Meanwhile, the number of clients whose primary focus was on spot TV dropped from 41% to an almost-even 35%.

The online marketing tactics in use by the agencies surveyed did not change much, with online display, search and social media coming out on top, their usage rates stable from quarter to quarter. On social media, similarly, priorities remained the same, with Facebook, YouTube and Twitter the clear leaders, though LinkedIn, in fourth position, gained ground.

The number of agencies purchasing mobile advertising for their clients also stayed relatively stable, at 23%, but the types of ads they were creating began to change. In Q3, display advertising took an even larger lead over SMS. More than half of agencies said they are now creating more mobile display ads for their clients than other mobile formats, compared to just 16% of agencies that are still mostly creating SMS ads.

The mobile devices being targeted by those ads were changing, too. Agencies cut their interest in BlackBerry by half between Q2 and Q3, according to STRATA. Still, Android-targeted efforts lagged behind iOS-focused ones.

eMarketer forecasts display will take 33% of mobile ad dollars in 2012, pushing it ahead of SMS and even with mobile search spending. It also estimates that the iPhone will lose its spot as the No. 1 smartphone in America by the end of this year, when Android’s share will far surpass it.

3 myths about flyers,freebies and giveaways

Handouts, giveaways, and freebies are classic word of mouth triggers — something that inspires someone to tell a friend about you. But most aren’t worth talking about. When creating yours, here are three myths to keep in mind:

1. It’s about sales, sales, sales!

A great handout is designed to get shared, not to hit people over the head with a salesy message. You want to avoid being the classic Mitch Hedberg joke: “When someone hands you a flyer, it’s like they’re saying, ‘Here, you throw this away.'” Don’t bother creating a handout until you have a good answer to the question, “What about this would make someone want to share it with a friend?”

2. Everyone loves our logo

It’s true, for some iconic brands, fans go out of their way to wear their logos like tribal badges. But, unless you’ve earned the following of Apple, Harley, or Nike, you’re probably not quite there yet. Take another look at your design and see if there’s a chance to make your branding a little more subtle — and as a result, a much more usable word of mouth trigger.

3. Nobody keeps them anyways

Here’s a self-fulfilling prophecy: Since nobody keeps the swag and handouts we give away, we should make them as cheap as possible. But we’re betting you’ve got something now — a great reusable bag, a poster, or an impressive case study or white paper — that you’ve saved and used to spread word of mouth. It’s like any form of marketing: If you’re not going to make it fantastic, don’t bother.

Toyota looks to regain momentum with new redesigned 2012 Camry

 Toyota showed off its all-new Camry on Tuesday, aiming to recover lost sales momentum with price cuts and a high-powered ad campaign for its flagship sedan that remains America’s best-selling car.

Sales of the Camry are down 8 percent this year but it is still No. 1 in the United States despite market-share gains by mid-size rivals the Nissan Altima, Ford Fusion, Chevrolet Malibu and Hyundai Sonata.

Losing sales this year has been the Honda Accord, which has fallen to No. 4 among mid-size cars from its No. 2 position in 2010.

The launch of the new Camry comes at a time when Toyota is struggling to shake free of the damage from costly safety recalls and the more recent problems caused by production shortages after the March earthquake. The Japanese automaker has seized on the redesigned Camry as a symbol for its own return as a force in the U.S. market.

Toyota unveiled the 2012 Camry with unusual fanfare at events staged in Detroit, Los Angeles and New York that featured a live video link from a plant in Kentucky where President Akio Toyoda drove the first production vehicle off the assembly line.

Camry’s U.S. sales peaked in 2007, as Toyota extended a lead over GM in global auto sales. That was also the first year of the current generation of Camry.Some 15 million Camrys have been sold worldwide since it debuted in the U.S. market in 1983. It has been the top-selling car in the U.S. market for nine years running and 13 of the last 14 years according to Toyota.

Overall, U.S. Toyota sales fell 7 percent through July for the No. 3 spot behind GM and Ford. Most of its competitors gained, led by Hyundai with a sales increase of 23 percent.

The Camry’s reputation for worry-free reliability made it a favorite of a generation of American consumers now entering or already in their retirement years. The average age of the U.S. Camry buyer is 60, which the automaker hopes to lower with the 2012 model, the sedan’s seventh generation.

The mainline gasoline-powered sedans will begin showing up at U.S. dealers in early October, ahead of an October 17 launch of an advertising campaign that will climax during the early 2012 Super Bowl broadcast, said Carter.

Hybrid versions of the Camry will be at U.S. dealerships by December.

Among competitors, the new Chevrolet Malibu goes on sale in early 2012 followed later in 2012 by new versions of Honda’s Accord and Nissan’s Altima.

Earlier this month, General Motors said it expected Toyota and major Japanese automakers to be “back with a vengeance” in the U.S. auto market as they are able to recover from the March earthquake. A sign of that may be the pricing of the 2012 Camry lineup. Of the six versions of the Camry, five will have lower prices than their 2011 counterparts, which Toyota executives say is partly because of the intense competition in the mid-size sedan market.

While Camry prices are lower, fuel economy ratings are higher, led by the Camry Hybrid LE, the lower-priced of two hybrid offerings. It will get a combined city and highway average of 41 miles per gallon. The four-cylinder gasoline models will get a combined 28 mpg.

Chloe’s Furniture To Open Four Area Locations

Raleigh, NC March 24, 2011— “Out with the old and in with the new!”, that’s how Deshon Hodge, CEO of Chloe’s Furniture describes the opening of the four new Chloe’s Furniture stores in Raleigh, Clayton, Fayetteville and Goldsboro. The new stores, ranging from 35,000 to 50,000 square feet each, are a fresh start for Hodge who formerly ran the Ashley stores at those locations. “We needed a fresh start, with name brand furniture and an approach that better suits this market”, says Hodge. It looks like local residents will get a chance to see that new approach when the stores open on March 24th.  Chloe’s Furniture expects to employ more than 80 people full and part time, mostly local residents. At a time when every area is concerned with creating and keeping jobs, the opening of new stores by Chloe’s Furniture is a welcome sight.

So, what makes Chloe’s Furniture different? Well, for one, the focus is on brand name furniture. At a time when many furniture stores are cutting costs by making and stocking their own house brands, Chloe’s furniture has elected to sell names like  American Drew, Klaussner, Simmons, AICO and Leather Italia, as well as celebrity designer lines from Kathy Ireland and extreme home makeover star  Ty Pennington. “House brands make it difficult for customers to compare prices because you never know what you’re getting, it’s hard to compare apples to apples” says Hodge. “Plus, most folks would prefer to have a name manufacturer, that has been in business in some cases for over 50 years, stand behind the pieces that they are adding to their home, in addition to the store”, he continues.

The initial grand opening sale runs from March 24th through April 11th but, Hodge hints that it will probably be held over based on early indications from area consumers. “Let’s just say, we’ve had a lot of interest from those that we’ve let peek behind the curtain, when they’ve seen the quality and the prices, all of the comments we’ve gotten have been very encouraging.”

Chloe’s Furniture is operated by Frede Enterprises, which is owned by Fred Hudson, CEO of Hudson’s Furniture and Deshon Hodge. Hudson’s Furniture operates 12 furniture stores in Florida and is listed in Furniture Today as one of the Top 100 Furniture Dealers in America. Hodge has been in the furniture business for over 25 years. He started as a boy in Tennessee working in his father’s furniture store and later became a manufacturers’ representative for national furniture companies. Most recently, Hudson and Hodge operated five Ashley Furniture HomeStore locations in North Carolina. In late 2010 the pair decided to transition those stores to Chloe’s Furniture “to provide customers with better quality, selection, service and overall value” according to Hudson.

ORLANDO AD AGENCY SEARCH ENGINE QUERIES DIRECT USERS TO POWERHOUSE USA

4/24/10

CONTACT:

DAVID “DP” PRESCHEL

321-231-4488

DPPOWERHOUSE@GMAIL.COM

FOR IMMEDIATE RELEASE:

ORLANDO AD AGENCY SEARCH ENGINE QUERIES DIRECT USERS TO POWERHOUSE USA

ORLANDO AD AGENCY POWERHOUSE USA – IF YOU ARE SEARCHING FOR AN ORLANDO FLORIDA BASED ADVERTISING AGENCY, TAKE A LOOK AT POWERHOUSE USA, www.POWERHOUSEUS.COM. RECENTLY, POWERHOUSE USA HAS RECIEVED A DRAMATIC UPTICK IN GOOGLE SEARCHES, YAHOO! SEARCHES AND SEARCHES ON BING! OTHER SEARCH ENGINES ARE ALSO DIRECTING USERS TOWARDS POWERHOUSE USA. MANY SEARCHES ARE FOR COMPANY FOUNDER AND PRINCIPLE DAVID “DP” PRESCHEL, SEARCHES LIKE: DP POWERHOUSE, DP POWERHOUSE ADVERTISING, DP POWERHOUSE MEDIA BUYING, DP POWERHOUSE MARKETING ORLANDO, DP POWERHOUSE PRODUCTIONS ORLANDO ETC. THERE ARE ALSO, LOTS OF QUERIES FOR FOR POWERHOUSE USA PARTNER AND VICE PRESIDENT BRITTANI PRESCHEL. AS HAS ALWAYS BEEN THE CASE, SINCE POWERHOUSE USA HAS HAD SUCH A DIVERSE BACKGROUND INCLUDING PROVIDING SERVICES LIKE MEDIA BUYING, TV PRODUCTION, RADIO SPOT PRODUCTION, RADIO PROMOTIONS, TELEVISION PROMOTIONS, CONCERT PROMOTIONS, SALES PROMOTIONS, SPECIAL EVENTS, SPECIAL EVENT MARKETING AND ADVERTISING SERVICES SUCH AS CREATIVE, COPYWRITING, AD DESIGN, GRAPHIC DESIGN AND MARKETING CONSULTING , MANY USERS SEACHED FOR THOSE TERMS AS WELL. TO LEARN MORE ABOUT POWERHOUSE USA, DAVID “DP” PRESCHEL AND BRITTANI PRESCHEL  CLICK HERE: www.POWERHOUSEUS.com 

POWERHOUSE USA ORLANDO FLORIDA ASLSO WORKS WITH SOCIAL MEDIA WORKING WITH SITES LIKE TWITTER,FACEBOOK,MYSPACE,SQUIDOO,YELP!,JUDYS BOOK, QUE PASA, LINKDIN ETC. AND HANDLES SOCIAL MEDIA MARKETING FOR A DIVERSE GROUP OF CLIENTS, SPECIALIZES IN AUTOMOTIVE MARKETING, AUTOMOTIVE ADVERTISING, ADVERTISING FOR CAR DEALERS, ADVERTISING FOR RETAILERS, FRANCHISE ADVERTISING, FRANCHISE CO-OP ADVERTISING, HEAT AND AC ADVERTISING,TALENT FOR TV COMMERCIALS, VOICE OVER TALENT FOR RADIO, VOICE OVER TALENT FOR TV AS WELL AS TV SPOKESMODELS. LEARN MORE AT www.POWERHOUSEUS.com

Power House is located in Orlando, Florida. A full service advertising and marketing company. With Power House you get just the marketing services you need. Our company is a fee-based company which is not predicated on selling a specific marketing service or product. At Power House, we use our expertise to concentrate and focus all the marketing resources that are needed to provide an effective result.

What this means for you is that we are not biased toward or limited to one specific marketing resource. We recommend what is needed not what we want to sell you. At Power House, we ensure that the marketing resources you currently are using are focused and concentrated. We then use our various resources and contacts to provide you with any additional service needed at our negotiated cost.

Every recommendation is designed to achieve concentration and focus as a means to delivering results.

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  • Ph: (321) 231-4488

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GM chief to dealers in Orlando: Our company is back on track


GM chief to dealers in Orlando: Our company is back on track


4:22 PM EDT, September 24, 2009

The head of General Motors came to Orlando on Thursday on the final stop of a multi-city tour to assure dealers that their status is safe, the company is stable and some good products are in the pipeline.

Some dealers, of course, may not be that stable. Pontiac has “almost wound down,” said Frederick A. “Fritz” Henderson, president and chief executive officer, adding that deals to sell Saturn, Hummer and Saab are pending.

Going from eight brands to four “was a tough decision,” Henderson said. “We have great dealers, great products. Like many of the things we had to do, I don’t feel good about the decision, but I feel it was the right one.”

Another decision that Henderson said was “difficult” was to cut the ties with established dealers, as he has said he wants to shirk the GM dealer body from about 5,800 to 3,600 by the end of next year.

Among those on the chopping block: Holler Chevrolet in Winter Park and Classic Chevrolet in Altamonte Springs, both part of the Holler Automotive Group, which have been selling GM products since 1938. Henderson said he is not worried by current Congressional hearings into the process GM and Chrysler used to eliminate dealers.

Henderson got the job on April 1, but not in the way he wanted it: The 25-year GM veteran was named to the post after his successor and boss, Rick Wagoner, stepped down as part of the federal bailout of GM.

Henderson had hoped to keep GM out of bankruptcy, but shortly after taking over, GM did go bankrupt, and U.S. taxpayers ended up owning nearly 61 percent of the company. The recovery, Henderson said, is on schedule, and he hopes GM can go public again next year.

Henderson, 50, has spent most of his GM career outside the U.S., and since two-thirds of GM’s volume is from foreign sales, he was a natural candidate to head the company. Known as a money man — he has an MBA from Harvard Business School — Henderson is learning the product side quickly.

Henderson spent Wednesday evening at Carl Black Buick-Pontiac-GMC in Orlando, and presided over the unveiling the 2010 Buick LaCrosse and GMC Terrain.

Henderson is “an awesome guy,” said Carl Black General Manager Omar Rodriguez.

In an interview with reporters Thursday, Henderson said the restructuring of GM is nearly complete. GM’s present inventory of vehicles is about 500,000 less that it was early this year, reflecting the manufacturing cutbacks needed to match the market.

Henderson said the days of 17 million total vehicle sales in the U.S. seen just a few years ago may be gone for a long time, and he predicts the 2009 market will end with about 10.5 million sales, of which GM has just over 19 percent.

Next year, he expects the U.S. market sales to grow by about 1 million. Even if it doesn’t, Henderson said GM is now structured to break even in a market that has just 10 million total sales, with GM holding 18 percent of the market.

The Saturn sale to a group headed by racing magnate Roger Penske is proceeding on schedule, and Henderson hopes the Saab sale to a European group headed by Swedish supercar manufacturer Koneigsegg will succeed. Less certain is the pending sale of Hummer to a Chinese heavy equipment manufacturer, though Henderson’s past tenure as the head of GM’s Asian operations should help. If that deal fails, it is likely Hummer will die, he said.

Henderson said that the “Cash For Clunkers” was an effective sales tool, “short and sweet” and lasting just 45 days. September’s post-Clunker sales have been grim — Edmunds.com predicts GM’s September sales will drop 46.1 percent over September, 2009, and 37.8 percent from August, which was propped up by the clunkers program.

“But since the program was short and sweet, the hangover should be short, too,” he said.

Event Marketing Makes Gains

Event Marketing Makes Gains
Feb 11, 2009
-By Kenneth Hein, Brandweek

NEW YORK Although marketers are getting more tech savvy, it seems they still have a soft spot for good old-fashioned event marketing.

More than half (53 percent) of the 300 senior marketing executives who participated in a recent study said event marketing is the discipline that best accelerates and deepens relationships with target audiences.

The EventView 2009 survey, which was completed earlier this month by George P. Johnson, The MPI Foundation and the Event Marketing Institute, includes a healthy swath (41 percent) of marketers whose companies pull in revenue in excess of $1 billion.

More than a quarter (26 percent) of those surveyed said event marketing is the discipline that drives the greatest return on investment. “The economy is forcing marketers to elevate their game to survive, specifically in regard to deploying direct response marketing such as events to drive top-line performance,” said Bruce MacMillan, president and CEO of MPI.

Twenty-nine percent of marketers will transition their strategy from event marketing to experience marketing in the next 12 months. The difference being that experience marketing “involves integrated live and online experiences that drive deep brand interaction through highly relevant storytelling and brand immersion,” per the study. A third of those polled said they already made the switch.

The findings underline two converging trends, said David Rich, svp of strategic marketing, worldwide, for experience marketing agency George P. Johnson. “First, a downward economic spiral that is forcing brands to invest in channels like events that demonstrate measurable ROI; and secondly, the maturation of strategic event and experience marketing, which takes the strategic, creative, media and digital capabilities of above-the-line marketing and activates them through the on-the-ground execution of an event portfolio made up of different types of internal and external events,” he said.

Despite the need to watch spending, marketers are increasingly ponying up to green their events. Sixty-six percent of those polled said they plan on implementing or have already added green initiatives — up from 32 percent in 2007.

Of that group, 44 percent are doing so because of a corporate mandate. Green spending makes up 13 percent of their events budget.

Overall, “the real challenge for brands in 2009 will be how to best balance their traditional budget allocations against these trends to drive measurable results,” said Rich.