UK. An electronic survey recently conducted at the 2011 Event Production Show has revealed that penetration via sponsorship and social media are the two main objectives for live event professionals in 2011. An electronic interactive voting system gave a 150-strong crowd in the Marketing Sessions the chance to declare their marketing priorities for the next ‘Decade of Events’. Over half (58 per cent) of respondents, representing a broad cross section of the live event sector, said that attracting sponsorship would be a key objective, with event companies keen to target synergistic brands.
Some 78 per cent of participants in the survey said that they are now attempting to maximise their audience through a wide variety social media including Facebook, Twitter and LinkedIn. From a list of high-profile global events coming to the UK over the next decade (including the 2012 Olympics, royal wedding, Diamond Jubilee, 2014 Commonwealth Games and 2015 Rugby World Cup), an 84 per cent share of the audience revealed that they had most plans for the 2012 Olympics. And despite the 600,000 visitors to the UK the royal wedding of Prince William to Kate Middleton is expected to draw only 12 per cent cited the event as being high up on their agenda. Kevin Jackson, Vice President Sales and Marketing EMEA, Jack Morton said: “Information is demand driven, it’s a great time for brands.”
