BLOG.THEHARTNETTASSOCIATES.COM2012-02-23T12:44:01Zhttp://blog.thehartnettassociates.com/atom.aspxQuick BlogcastEvents Value In A Challenging Economytag:blog.thehartnettassociates.com,2009-01-06:38085018-cd1b-4c9e-a137-d3b2c851a647Bill Hartnett2009-01-07T04:10:00Z2009-01-07T04:10:00ZI've been speaking with many marketing executives who tell me they are getting squeezed by the MBA's and CFO's to cut our those costly frills in their marketing strategies called Event Marketing or Experiential Marketing. What the MBA's (or Masters of Beancounting Administration) and CFO's (Cut Freeze Omit) don't fully realize is that Events are the most effective and highest valued marketing investment a business selling branded products and services can make. <BR><BR>Whereas the cost per impression can seem relatively high, the cost per "relevant" impression is much lower and thus catapults the overall value. In traditional media and even on line advertising the measurement is based on a mass distribution of impressions broadcast at a wide swath of people who you hope are paying attention and then hope they are in the demographic and psychographic interested in your product or service. The Super Bowl is a prime example of this type of wide shotgun approach. But look what one of the best marketing companies over the past 10 years is doing. Fed Ex has pulled it's Super Bowl 30 second advertisement which was reported to potentially cost them well in excess of $3 million plus the production of the spot. But they're keeping their, relatively more costly, sponsorship of the college football BCS National Championship Game. A look back at Fed Ex's 2006 experience shows they scored over $29 million in value from the impressions made by sponsoring the 2006 Orange Bowl. <A href="http://www.send2press.com/newswire/2006-01-0109-004.shtml">http://www.send2press.com/newswire/2006-01-0109-004.shtml</A> You couple that with the positive glow you get by hosting your best customers and partners at the event, Fed Ex is creating lasting impressions that drive sales and profits. <BR><BR>What's that mean to the rest of us who don't have $3 million to "save" in our budget? How can events add value to your business on the scale that the rest of us operate. Jill Lazar has written a great article in the Providence Business News that outlines just that for the rest of us. <A href="http://www.pbn.com/stories/36765.html">http://www.pbn.com/stories/36765.html</A> Jill points out some very valuable strategies that work no matter the budget. <EM>"There are plenty of ways to work around even the tightest marketing budget, and creating meaningful events is essential to your success. Whether you are sponsoring an event or hosting your own, a special event generates immediate interest from potential clients and positions you as a leader in your industry. The result? Brand awareness and maintaining “top of mind” status. " <BR><BR></EM>A well planned, strategically focused event generates good will among your best customers, generates word of mouth by your customers which every marketer agrees is the most valuable messaging possible, and results can be tracked to the penny. REAL ROI! <BR><BR>Friends, please, in this economy we must advise our clients "why" events work. Not because we are in the business, but because it is good business. And that's inevitably what our clients need from us, smart business solutions.I've been speaking with many marketing executives who tell me they are getting squeezed by the MBA's and CFO's to cut our those costly frills in their marketing strategies called Event Marketing or Experiential Marketing. What the MBA's (or Masters of Beancounting Administration) and CFO's (Cut Freeze Omit) don't fully realize is that Events are the most effective and highest valued marketing investment a business selling branded products and services can make. <br><br>Whereas the cost per impression can seem relatively high, the cost per "relevant" impression is much lower and thus catapults the overall value. In traditional media and even on ...Welcome to the Blogtag:blog.thehartnettassociates.com,2008-12-23:bdc31c89-82a1-4943-9784-cc7edf029a6eBill Hartnett2008-12-24T05:48:00Z2008-12-24T05:48:00Z<FONT size=2>If you're reading this, you're family or a very good friend. This being my very first blog entry, ever, I have pretty low expectations for its impact. But since I'm taking the time to write it, I'll do my best to contribute to the event industry in some small way. <BR><BR>In any event, thank you for stopping by, and feel free to drop a comment on anything you'd like to discuss here. <BR><BR>Bill</FONT>Welcometag:blog.thehartnettassociates.com,2008-12-21:4e25febe-0c67-4b19-a56a-ba1abfe10ad4Bill Hartnett2008-12-22T04:09:24Z2008-12-22T04:09:24ZWelcome to my blog. Please check back soon for new entries.