EVENT MARKETING

At George P. Johnson, event marketing is founded on creativity, built from experience and designed to engage.

By taking advantage of the numerous digital and social platforms now available, the value of face-to-face events has vastly increased. Today, most brands recognized event marketing as an integral part of their integrated marketing portfolio, deepening relationships that have been built online, on devices and through interactive media.

As a leading global event marketing company, we take an integrated approach to strategic experience planning, developing unique personal experiences that produce measurable results. And we marry that up to logistics, production and execution capability in both emerging and established markets worldwide.

Learn more about our event marketing capabilities:

• Event Management
• Press Events
• Trade Show Marketing

Benefits of Event Marketing

Effective events and branded experiences have one significant advantage over other marketing efforts: engagement.

When an event (such as the MINI United Anniversary Celebration) truly works, the traditional barriers of marketing and online communication fall away. Companies can spend more time fostering two-way connections and participants proactively raise their hand to contribute to the experience (including purchase and loyalty). Sales funnels are shortened and brand awareness skyrockets.

What’s more, these experiences are all about building relationships, the “Holy Grail” of marketing in the 21st century. It’s relationships that drive business and make great things possible.

For example, the power of human connection is what led to the success of the APEC Leaders Week Meeting in Sydney, rated by the Australian Prime Minister as “The Best APEC event ever”.

Here the heads of state of 21 member economies had only a week to come to a consensus on a number of urgent global issues. But with the right atmosphere, planning and follow-up, collaboration was the order of the day. Leaders walked away from the conference with signed agreements and new international colleagues.

Role of a Global Event Marketing Agency

At George P. Johnson, we combine the strategic and creative approach of an event marketing agency with the on-the-ground execution capabilities of the world’s number one ranked experiential agency. To that end we provide:

• Advanced Customer and Audience Insights
• Captivating Branded Experiences and Environments
• Seamless Digital Integration of Event Marketing Technology
• Measurable Results

In order to achieve these goals, we’ve spent the last century learning, adapting and perfecting our approach. We’ve worked hard to develop worldwide teams of creative strategists, digital experts, designers, architects, engineers, writers and programmers – the kind of smart minds who can produce a thrilling event like Lenovo’s Red Balloon social media campaign

From our initial meeting to the final ROI analysis, everything stays in-house. That way we can ensure clients receive consistent communication across multiple channels and a seamless continuum of event marketing services, including:

• Conception, Logistics & Pre-Publicity Marketing
• Planning, Production Installation & On-Site Coordination
• Integration with Advertising, PR, Digital/Social and other Efforts
• Press Coverage and Awareness Campaigns

Impact of Event Marketing

The impact of event marketing can be measured in a number of ways. It can be viewed purely in financial terms:

• Such as the tens of millions of dollars saved when GPJ helped to streamline IBM's event marketing initiatives.
• Or the influx of more than £66 million of new business and the generated press coverage with a valuation in excess of £500,000 from the launch of ICC London

But it can also be seen in the way that creative ideas live on after an event, generating social sharing, a greater digital presence, word-of-mouth recommendations and loyal lifelong customers.

In fact, the true impact of an event can never be assessed in simple dollar terms (although those certainly play an important part in calculating immediate ROI). It is also seen in long-term effects, most importantly in long-lasting relationships that continually contribute to the bottom line, resist the advances of competitors and survive always-present changes in the marketplace.

Indelible impressions, lasting relationships and demonstrable ROI - three strands that intertwine to form the thread that runs through all our event marketing. And, of course, our promise to clients:

• Innovate, Activate, Motivate

Talk to Us About Your Challenge

If you would like to discuss an upcoming event or have more questions about the work of our global event marketing company, we are always happy to help. Please contact:

Jeff Rutchik

Executive Vice President
Client Services Worldwide
Phone: 617 535 9912

Email: sales@gpj.com