Measuring the ROI of sponsored events

Kirkwood, Heather
April 2008
Expo Magazine;Apr2008, Vol. 20 Issue 4, p26
Trade Publication
The article focuses on the study conducted by the Event Marketing Institute (EMI) that highlights the impact of the nature of word-of-mouth marketing on the return on investment (ROI) of sponsored events in the U.S. According to the report, word-of-mouth marketing has caused sponsored events to achieve a ROI that goes beyond traditional ROI measures. Moreover, it is found out that 98% of attendees who have a positive experience at the event inform others about their experience.


Related Articles

  • PART IV: MARKETING & PROMOTION: CHAPTER 21: EXPERIENTIAL MARKETING.  // Entertainment, Media & Advertising Market Research Handbook;2007, Issue 9, p137 

    Chapter 21 of "The 2007 Entertainment, Media & Advertising Market Research Handbook" is presented. It discusses the benefits of and trends in experiential marketing in the U.S. According to the 2006 Experiential Marketing Study, such strategy drives purchase, generates word of mouth and enhances...

  • EVENTS AT WORK.  // Corporate Meetings & Incentives;Oct2011, Vol. 30 Issue 9, p24 

    The article presents the results of the "Special Events" magazine's annual survey of 216 readers which reveal the potential return of corporate events in 2011. It says that 86% of the respondents say that they will produce same number or more corporate events than they did in 2010 and will be...

  • MEASURING EVENT ROI. Katz, Jason // Special Events;Jul/Aug2010, Vol. 29 Issue 4, p14 

    An interview with Jason Katz, president of Atmosp(here) Communications and Events Inc., is presented. When asked about the strategies and elements built into events to measure return of investment (ROI), Katz shares that ROI occurs when an agreement with the client on certain assumptions is...

  • Word of mouth gaining respect of marketers. Creamer, Matthew // Advertising Age;1/23/2006, Vol. 77 Issue 4, p3 

    This article reports on a conference of consumer marketers organized by the Word of Mouth Marketing Association held in Orlando, Florida in January 2006. The companies represented at the conference are cited. It explains the effectiveness of word-of-mouth advertising. Also, it discusses the...

  • Money where the mouth is. Shoebridge, Neil // BRW;7/17/2008, Vol. 30 Issue 28, p57 

    The article comments on word-of-mouth recommendations and their key role in marketing in Australia. It includes an in-depth analysis of the benefits of word-of-mouth marketing campaigns, as well as a discussion on the potential investment returns from word-of-mouth campaigns. Also cited are the...

  • Tech can help quantify events. Biba, Erin // B to B;5/6/2008, Vol. 93 Issue 7, p30 

    The article reports that technological innovation can help marketing managers to organize events. The Center for Exhibition Industry Research and Exhibit Surveys organization has developed a rate of return (ROI) tool kit which is a Web-based calculator to assist marketers in determining trade...

  • Editorial. Carter, Debbie // Training Journal;Sep2015, p4 

    An introduction is presented in which the editor refers to the activity on the lead up to the Gala Dinner and the announcing of the winners on 25th November, 2015.

  • Valiant females honoured in Women of the Year. Black, Alex // PRWeek (London);2/15/2008, p21 

    The article focuses on the campaign to promote Women of the Year Lunch 2007 run by the public relations (PR) firm Good Relations for the Women of the Year Association in Great Britain from July to October 2007. The campaign was aimed at raising the profile of the event and provide a return on...

  • Hype Or Holy Grail. Pearce, Jake // NZ Marketing Magazine;Mar2008, Vol. 27 Issue 2, p14 

    The article discusses the formation of the Word of Mouth Marketing Association (WOMMA) of the U.S., which aims to support organizations that undertake word of mouth marketing campaigns. A Society for New Communications Research study indicates that, by 2012, 81 percent of U.S. marketers will...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics