Now nearly five years past the start of the Covid-19 pandemic, events and event sponsorships have returned as a popular marketing tactic.
According to media research firm Borrell & Associates, 56 percent of local ad buyers used events to spread the word in 2024. The data comes from Borrell’s latest quarterly survey of advertisers and ad agencies.
Of the businesses that used event marketing, 34 percent rated it very or extremely effective.
After a few years of being unable to hold in-person or just being leery of them, I’m not surprised event marketing is returning. We crave in-person connections, and despite its remarkable ability to build relationships, online marketing isn’t quite the same as face-to-face connection.
I’ve seen the growth in the networking and chamber of commerce events I attend. People have broken out of their Covid-built shells and emerged ready to do business.
By the way, the Borrell survey results showed search engine marketing is still considered the most effective marketing tactic, followed by social media marketing and broadcast television.
More jargon: BFCM
You’re not ingrained into culture unless you’ve got an acronym to call your own, right? I first saw BFCM last year, but it popped up more often in my marketing reading material this fall.
Next summer, when your marketing adviser asks about your BFCM plans, she’ll be asking about Black Friday and Cyber Monday.
Humblebrag
This is the 100th edition of my fortnightly newsletter. When I started, I just wanted to prove to myself that I could be consistent with it. Some editions have been good, others not so much. But I’ve been pretty damn consistent. Thanks for reading!
The next newsletter arrives Dec. 31, New Year’s Eve. Do you have your resolutions ready?
My wish for you this holiday season is that you experience the joy of the season, get some rest, and find some inspiration to reach your business and personal goals in 2025. Until next time, be grateful. Be generous. Be patient. Love. And enjoy the season.
Thanks for spending some of your time with me, . I appreciate you.
Mark
P.S. - This newsletter was 100 percent created by me, a human.
P.P.S. - Some links in this email might be affiliate links, which could generate small commissions for me at no extra cost to you.
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