Live marketing has become a focus for growing, dynamic businesses, according to a recent survey by the EIA (Events Industry Alliance) and the Exhibiting Show.

The report published last week, entitled ‘The Big Survey – inside the hearts and minds of exhibitiors’, studied businesses that regularly use events and exhibitions. Of the companies surveyed, 73% considered themselves to be growing, which the report claims is “twice the average growth figure found among those who don’t participate in events in other market studies”.

The companies studied also showed a pro-active mindset and viewed live marketing as a vital part of engaging with their customers. They were also shown to be forward thinking, acknowledging the importance of partnering, collaboration, networks, creating communities and building communication channels.

Commenting on the results of the survey Trevor Foley, group chief executive of the EIA which helped structure the study, said: “The results of the research clearly demonstrate that companies that are genuinely committed to engagement and dialogue with their customers see live events as a tool for growth. Growth and event marketing are inextricably linked. Face to face is the ultimate form of communication for growth.”

See EVENTS:review next week for further comment and analysis on the findings of The Big Survey