1 EventView 2009: Financial Services

2 Overview EventView Background Status Key Performance Indicators Summary Trends Budget ROI Measurement Green Event-to-Experience Transition What this means to you

3 Study Background Annual, global and first-of-its-kind study of event marketing trends across industries and geographic regions Launched in 2002 by George P. Johnson (GPJ), EventView is the longest–running study of the event marketing industry Co-sponsored by MPI Foundation since 2003 Co-sponsored by the Event Marketing Institute since 2007 Currently in its 7th year reporting on the perceptions senior level executives have of event marketing Financial Services respondents surveyed earn upwards of $100 million in annual revenue with 59% representing companies that generate over one billion in revenue

4 Survey Demographics - Geography Key Take-away: Financial Services findings are based on a total sample 174 respondents from 9 countries.

5 Key Take-away: 59% of respondents represent large enterprise companies. Survey Demographics - Revenue

6 Survey Demographics - Title Key Take-away: This is a survey of senior level perceptions of event marketing, not event marketers’ perceptions of the discipline.

7 Key Take-away: 64% of respondents have marketing budgets over $1M. 26% have budgets over $5 million. 21% have budgets over $10M. Survey Demographics Marketing Budget

8 Measurement of return on marketing investments Re-engineering the marketing mix to improve performance Reaching new customers Keeping loyal, profitable customers Growing market share profitably Maximizing sales in emerging markets Building brand awareness Companies’ Primary Marketing Concerns Financial Services Question: Thinking about your current marketplace,what would you say is your primary marketing concern today?

9 Key Take-away: Reaching new customers (18%) is top of mind among respondents followed by keeping loyal, profitable customers and building brand awareness. Companies’ Primary Marketing Concerns Question: Thinking about your current marketplace,what would you say is your primary marketing concern today? Financial Services

10 Financial Services Trends in Marketing Key Performance Indicators

11 Key Take-away: Event’s proportion of the marketing budget has decreased with the percentage of marketers expecting budget increases predictably on the decline. Event marketing’s “importance” status is maturing. Financial Services Financial Services Trends in Event Marketing KPI’s

12 Key Take-away: The percentage of respondents that rank the future importance of events as increasing has declined as events rise to prominence among marketing disciplines. It appears event marketing has established its relevance. Financial Services 2006 – 2008 Question: How do you estimate the future importance of event marketing for your organization? Future Importance of Event Marketing

13 Automotive Trends in Event Marketing Status KPI’s Events’ stable proportion of the overall marketing budget is a clear indicator of an industry that is maturing and whose function as a sales driver is becoming more well known throughout the enterprise. Although 39 percent of respondents expect marketing budget decreases, budget fluctuations are most likely related to the economic downturn, not necessarily a decline in the perception of event marketing’s value to the organization. Respondents have historically been optimistic about the future importance of events. The decline in the number of respondents who rank the future importance of events as increasing could be interpreted as another sign of event’s rise to prominence in the organization and the stabilizing of it’s ranking among marketing channels. Implications

14 Key Financial Services Findings: Budget Trends

15 Financial Services 2006 – 2008 Question: What percentage of your company's total marketing budget is currently spent on event marketing? Event Marketing’s Share of the Marketing Budget

16 Key Take-away: Event marketing’s share of the marketing budget has decreased 4% since Event Marketing’s Share of the Marketing Budget Question: What percentage of your company's total marketing budget is currently spent on event marketing? Financial Services 2006 – 2008

17 Event marketing Print advertising Broadcast advertising Public relations Web marketing Direct mail Other Question: How is your marketing budget split among disciplines? Financial Services – 2008 Marketing Budget Allocation by Discipline

18 Key Take-away: Print advertising (27%) and event marketing (19%) spend make up for nearly half of respondents’ marketing budgets. Question: How is your marketing budget split among disciplines? Marketing Budget Allocation by Discipline Financial Services – 2008

19 Increased Remained Constant Decreased Marketing Budget Fluctuation Question: Would you say your overall marketing budget has increased or decreased? Financial Services

20 Key Take-away: 61% of respondents said their budgets increased or remained constant. 39% experienced decreases in their budget. Question: Would you say your overall marketing budget has increased or decreased? Marketing Budget Fluctuation Financial Services

21 Financial Services Event Marketing Budget Fluctuation Question: By what percentage do you anticipate your event marketing budget allocation will increase or decrease?

22 Key Take-away: Respondents that expect additional budget expect a 12% increase. Those that expect cuts expect a 26% decrease. Question: By what percentage do you anticipate your event marketing budget allocation will increase or decrease? Event Marketing Budget Fluctuation Financial Services

23 Event marketing Print advertising Broadcast advertising Public relations Web marketing Direct mail Other Marketing Budget Decrease Allocation Question: If you have experienced a budget decrease, where are you taking the dollars from? Financial Services

24 Key Take-away: Print advertising (58%) and event marketing (36%) are first affected by budget cuts. Financial Services Question: If you have experienced a budget decrease, where are you taking the dollars from? Marketing Budget Decrease Allocation

25 Event marketing Print advertising Broadcast advertising Public relations Web marketing Direct mail Other Marketing Budget Increase Allocation Question: If you have experienced a budget increase, where are you putting these additional dollars? Financial Services

26 Key Take-away: Web marketing (39%) and event marketing (30%) gain the most from shifting marketing dollars. Question: If you have experienced a budget increase, where are you putting these additional dollars? Marketing Budget Increase Allocation Financial Services

27 Key Financial Services Findings: ROI Trends

28 Financial Services Direct Mail Web Marketing Public Relations Broadcast Advertising Print Advertising Event Marketing The Greatest ROI in Marketing Question: Of the following marketing elements, which would you say provides the greatest return on investment?

29 Key Take-away: Marketers have ranked events as the discipline that provides the greatest ROI for the past 2 years with events providing a higher ROI than broadcast by nearly a factor of 3. Question: Of the following marketing elements, which would you say provides the greatest return on investment? The Greatest ROI in Marketing Financial Services

30 It can be measured Minimal investment for highest exposure Wide exposure In person contact Reaches a targeted audience Builds new contacts Primary source of information Number of people reached Why Event Marketing Provides the Greatest ROI Question: Why does Event Marketing provide the greatest ROI? Financial Services

31 Key Take-away: 82% of Financial Services respondents consider event marketing to provide the greatest ROI because it includes opportunities for in-person (face-to-face) contact. Question: Why does Event Marketing provide the greatest ROI? Why Event Marketing Provides the Greatest ROI Financial Services

32 Key Take-away: Event marketing is the overwhelming choice as the discipline that best accelerates and deepens relationships. Financial Services Question: Of these marketing elements, which would you say is best for accelerating and deepening relationships? Accelerating and Deepening Relationships

33 Key Financial Services Findings: Measurement Trends

34 Measurement in Event Marketing Financial Services Question: Do you do any event measurement?

35 Key Take-away: The percentage of respondents who report measurement has increased 9% since Financial Services Question: Do you do any event measurement? Measurement in Event Marketing

36 Key Take-away: Budget allocations for the activity are stable. Financial Services Question: What percentage of the event marketing budget is allocated to measurement? Budget Allocations for Measurement

37 Financial Services Measurement Motivation Procurement influence Marketing best practice To justify expenditure To protect or increase budget To demonstrate marketing ROI To improve attendee experience Question: Why do you measure?

38 Key Take-away: The majority of respondents measure to demonstrate marketing ROI (36%). Question: Why do you measure? Measurement Motivation Financial Services

39 Measurement Topics Number of qualified leads Learning impact Media impressions Overall experience satisfaction Attendance Quality of leads Sales increase Overall communication effectiveness Change in brand perception Other Financial Services Question: What do you measure?

40 Key Take Away: The leading categories of event measurement are sales increases (34%) followed by the number of qualified leads (28%). Financial Services Question: What do you measure? Measurement Topics

41 Key Take-away: Companies that measure are 65% more likely to expect increases in their event marketing budgets than those who don’t measure. Financial Services Question: How do you anticipate your marketing budget allocations will change relative to event marketing? Measurement Impacts Event Marketing Budgets

42 Key Financial Services Findings: Event-to-Experience Trends

43 Awareness Consideration Preference Purchase Loyalty Experience Marketing at Work Financial Services Question: What primary marketing objectives do you currently use experience marketing for?

44 Key Take-away: Respondents most use experience marketing to motivate purchases (18%) and preference (16%). Financial Services Question: What primary marketing objectives do you currently use experience marketing for? Experience Marketing at Work

45 The Transition to Experience Marketing Not at all Don’t know In the next three months In the next six months In the next twelve months Question: How quickly are you transitioning your event marketing initiatives into experience marketing? Financial Services

46 The Transition to Experience Marketing Key Take-away: 20% of respondents are already integrating green into their event programs. 41% will follow within the next 12 months. Question: How quickly are you transitioning your event marketing initiatives into experience marketing Financial Services

47 Key Financial Services Findings: Green Trends

48 Financial Services Already implemented No current plans Do not know In the next three months In the next six months In the next twelve months Green Initiatives Implementation Question: When do you plan on implementing green initiatives within the event function?

49 Green Initiatives Implementation Financial Services Question: When do you plan on implementing green initiatives within the event function? Key Take-away: 41% of respondents are already integrating green into their event programs. 18% will follow within the next 12 months.

50 Financial Services Motivations for Green Corporate responsibility mandate Cost savings Gain a competitive advantage Win or maintain customer loyalty Don’t know Question: Why is your company implementing a green initiative?

51 Motivators for Green Initiatives Key Take-away: Abiding by a corporate responsibility mandate is respondents’ primary motivation for going green. Green initiatives account for 10% of event budgets. Financial Services Question: Why is your company implementing a green initiative?

52 Key Take-aways and Implications

53 Key Take-aways 1.Respondents’ number one marketing concern is reaching new customers. 2.Since 2007, event marketing has been considered by respondents to provide the greatest ROI among marketing channels and is perceived to provide a higher ROI than broadcast advertising, by nearly a factor of three. 3.Further confirming the power of events, event marketing is the overwhelming choice of marketers as the discipline that best accelerates and deepens relationships. 4.Although budgets have been affected by the economic climate, event marketing’s share of the marketing budget remains relatively stable. 5.Companies that measure are 65% more likely to expect increases in their event marketing budgets than those that don’t measure. 6.The data suggests a synergy between events and Web marketing.

54 How does this affect you? As the role of event marketing increases in prominence it will likely be increasingly used to anchor integrated communications campaigns. Event marketers and meetings managers who can expand their knowledge outside of the event function will increase their prospects for career growth and enhance their role as strategic contributors to the enterprise. One important leverage point will be in knowing how meetings and events accelerate and deepen relationships so that you can better build this capability into your events and be the person responsible for driving profitable business outcomes. No longer moments in time, meetings and event experiences live on through digital media. Your success will depend on how well you integrate the power of face to face marketing with the reach and speed of the Web.

55 How does this affect you? With budgets expected to continue contracting, the need for measurement will only increase. How will you incorporate qualitative and quantitative data to fully articulate the value of the events in your portfolio? The market is looking for ever-higher ROI. Competition during this recession is high. In addition to logistical innovation, what strategic vision can you bring to the table?

56 Addendum

57 The Role of Event Marketing A lead tactic A vital component of the plan Taken under consideration with other mediums Usually an after thought Financial Services Question: In planning a marketing campaign, what best describes the role of event marketing?

58 The Role of Event Marketing Key Take-away: Up 5% from last year, 17% of respondents consider events a lead tactic of the marketing plan. Financial Services Question: In planning a marketing campaign, what best describes the role of event marketing?

59 External Event Budget Distribution Mall Marketing Guerilla Marketing Sports / Entertainment Sponsorships Road Shows & Mobile Marketing Conferences & Seminars Trade Shows Grassroots Campaigns College Marketing Nightlife Campaigns Question: What types of external events currently account for the majority of your event budget? Financial Services

60 External Event Distribution Key Take-away: Since 2006, trade shows and conferences have accounted for the majority of the event budget. Question: What types of external events currently account for the majority of your event budget? Financial Services

61 Nightlife campaigns College marketing Grassroots campaigns Mall marketing Guerilla marketing Sports / entertainment sponsorships Road shows & mobile marketing Conferences & seminars Trade shows ROI of External Events Financial Services Question: What external events provide the greatest ROI?

62 ROI of External Events Financial Services Question: What external events provide the greatest ROI? Key Take-away: Since 2005, trade shows and conferences have been considered to provide the greatest ROI among external events.

63 Analyst / investor relations Employee events (social or business) Sales or marketing meetings Education/training Question: What internal events provide the greatest ROI? ROI of Internal Events Financial Services

64 ROI of Internal Events Financial Services Question: What internal events provide the greatest ROI? Key Take-away: Education/training meetings are considered to provide the highest ROI of all internal events followed by sales/marketing and employee events.

65 Procurement Influence Today Question: To what degree does your procurement or purchasing department influence the selection of an event marketing provider? Financial Services

66 Procurement Influence Today Question: To what degree does your procurement or purchasing department influence the selection of an event marketing provider? Financial Services Key Take-away: The majority of respondents rank procurement’s influence in the selection of an event marketing provider as low.

67 Procurement Influence Tomorrow increasing strongly? increasing? constant? decreasing? Question: Would you say the influence of procurement or purchasing in the selection of a provider is: Financial Services

68 Procurement’s Influence Tomorrow Question: Would you say the influence of procurement or purchasing in the selection of a provider is: Financial Services Key Take-away: Most respondents expect procurement’s influence to remain constant.