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Events are vital in creating a complete brand experience during a recession
(Part 4 of 4)

3359
25.06.200915:38June 2009
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Events should be strategic and thoughtfully measured during a recession

Marketers often justify their event expense with rationales like "We’ve always done it," or "Our competitors are doing it." Most companies have no idea why they organize some of the events in their budget or what value they are getting for their investment. 

 Worse, many marketers tend to think of event marketing in merely tactical terms.
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25.06.200915:38June 2009

Events are vital in creating a complete brand experience during a recession
(Part 3 of 4)

3002
19.06.200915:42June 2009
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Attendees need more justification to attend events during a recession.

It is very important to continue to emphasize the value in getting people together. Demonstrating the long-term, intangible benefits of an event is very important, and it is the event organizer’s responsibility to provide potential attendees with the tools to enable them to explain the benefits to the people who approve their attendance.
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19.06.200915:42June 2009

Events are vital in creating a complete brand experience during a recession
(Part 2 of 4)

3196
16.06.200915:43June 2009
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Use online events to enhance the live experience during a recession.

Technology has certainly made it possible to provide a more interactive experience for your brand. Digital events are much less expensive to produce, provide an opportunity for easy measurement and attendee tracking and they tackle the travel problem. However, virtual conferences, online workshops and webinars should be used to supplement but not replace live events. They can be used to stretch your event budget and, ideally, they can promote your live event more effectively and extend the overall experience to the period before, during and after your event. In fact, 32 percent of respondents in the previously mentioned “EventView” study say they will transition from event marketing to experience marketing (integrated live and online experiences that drive deep-brand interaction through highly relevant storytelling and brand immersion) in the next 12 months—28 percent say they have already transitioned.
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16.06.200915:43June 2009