Following on from the video highlighting the MICE Group’s research, EVENTS:review has asked a cross section of industry figures whether experiential marketing can deliver in the long term. Their views, which will be run in a series of articles over the next few weeks, show an industry rising to face the challenge.

This week the exhibition innovator, the industry body and the experiential agency…

In spite of the findings of MICE Group's Experiential Marketing: It Works survey, unsurprisingly the industry appears bullish as to its ability to deliver in the long term. More surprising, however, is that, although there is a concerted effort to put in place solid measurement techniques, evaluation is not seen by everyone as the holy grail that many would have you believe. And, in fact, this is an issue faced by the whole of the marketing sector, not just events.

What is clear from all the respondents to our survey is that live marketing covers a wide cross section of activities and this may indeed be scaring off some people, but for those who have experienced its power there is no turning back. All industries go through periods of change and ours is no different. Having said that, live marketing's rise has been rapid, and there are certain sectors of the industry that are still stuck in the backwater. But many more are looking to the future, and a much brighter future at that!

Next week: the consultant; the agency giant; and the editor 

Click here to watch the interview with MICE Group's John Young

Click here for a copy of the full report Expriential Marketing: It Works 

IT WORKS 2: Live marketing industry leaders on meeting the experiential challenge  (Further industry comment)
IT WORKS 3: Live marketing industry leaders on meeting the experiential challenge (Further industry comment)