An industry trends report published recently announced that face-to-face events deliver the greatest return on investment (ROI) over other customary marketing approaches. The study conducted by the MPI Foundation interviewed UK marketing directors across a wide range of industry sectors and organisation sizes.

Its findings show that event marketing tops the ROI league – it is quoted by twice as many companies as providing the best ROI than the nearest contender, web marketing.

The report findings are no surprise to Andrew Dec, MD at DEC Marketing Company.  A strong believer in the potential of events to grow business, Andrew works with companies to deliver event led marketing strategies.

“I help firms get the most from their marketing budgets. Direct marketing, advertising, PR and online promotions all play an important role in creating successful campaigns for my clients. But, if I had to name the one activity that produced the most significant returns it would be the use of seminar presentations, workshops, conferences, roadshows, product launches and networking meetings to educate and inform customers and prospects”

“These smaller ‘proprietary’ events give sales forces close proximity to a contingent of final decision makers, they can provide a more straight-forward path to both new and repeat business. Whether prospecting for new customers, working warm prospects or securing a deal, there is a set of events appropriate to every industry, at every stage of the selling cycle aimed at achieving measurable business objectives”

Andrew’s case study examples provide a glimpse of what can be achieved in different types of organisation: They include:

  • Business Membership Group - New member sales were transformed by establishing regular topic based recruitment evenings, launching an annual awards dinner and creating a programme of learning days.
  • Financial Services Firm - Successfully launched a new pension product through a series of regional roadshows and seminar presentations.
  • Publishing Company - Significantly increased subscription renewal rates by establishing a leading conference under its brand and creating a sense of community amongst subscribers.
  • Technical Equipment Manufacturer – Generated a years worth of sales leads by hosting a innovative open day event to demonstrate new products and technology.
  • IT Software Vender – Acquired valuable market insight by hosting facilitated IT user discussion workshops. In demonstrating a willingness to listen to user views they were able to forge closer relationships with key customers and prospects.

Want to discuss your event marketing ideas? Contact Andrew Dec on 01763 263420 or email This email address is being protected from spambots. You need JavaScript enabled to view it.


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