Poster Session 2, 11:30 AM - 12:15 PM: Campus Center Auditorium [A51]

Presenter: Kayla Ann Alves

Faculty Sponsor: Zaur Rzakhanov

School: UMass Boston

Research Area: Marketing

ABSTRACT

This study focuses on event marketing as a unique and effective marketing tool, which differentiates itself even when competing with other digital, email, or paid social channels. As markets become increasingly saturated, businesses are looking for channels that not only surpass their competition but also allow for a high level of connection with their audience or other important stakeholders. While other channels may be less expensive, faster to execute, or more targeted in their approach, businesses continue to invest in event marketing because of the value it provides beyond lead generation. Essentially, the message here is that event marketing provides a more substantial return on investment when considering not just financial metrics but relational ones as well.

When considering the high financial or organizational costs associated with event-based strategies, the ROI question takes on a different meaning. How do events compare to other channels? Perhaps other channels have a higher return on investment simply because they have a lower cost of execution. But what about profit gained, customer lifespan, sales increase, retention of the customer after the event, or total profit? All of these are important factors to consider when looking at event marketing. 

This study takes a mixed-method approach in its analysis of event marketing ROI. Through a quantitative analysis of ROI, regression analysis, interviews with CMOs, and surveys of customers, this study seeks to prove that event marketing, despite its higher costs of execution, can surpass other channels in terms of overall marketing performance, profitability, or strategic value.