The Power of Live Events as Brand Experiences — Meetings Innovation Report

The Skift Meetings Innovation Report is a weekly newsletter defining the future of business events by deciphering disruptive strategies that improve engagement and knowledge sharing. Subscribe. The Future of Meetings & Events According to last year’s EventTrack 2015 survey, prepared by the Event Marketing Institute and experiential marketing agency Mosaic, marketers reported a 6% rise in their event budgets overall for the year. More telling, over 58% of them said those budgets were funded directly by corporate, rather than being scavenged from other marketing budget buckets, versus 35% who said the same in 2014. Furthermore, 65% of marketers reported seeing a direct sales lift as the result of experiential marketing, compared to 59% in 2014. Live events are growing in scale and sophistication in 2016. Chief marketing officers are investing more in event