FEATURE/Research From The George P. Johnson Company Indicates Integrated Event Marketing Yields Significant Financial and Business Benefits

Business Wire, July 30, 2001

Business Editors

FEATURE...

AUBURN HILLS, Mich.--(BUSINESS WIRE FEATURES)--July 30, 2001

White Paper Outlines Process for Integration

Event marketing agency, The George P. Johnson Company (GPJ) has published the white paper, "Building Brand Advocates Through Integrated Event Marketing," co-authored by GPJ CEO Robert G. Vallee, Jr. and executive director of marketing, Michael Westcott.

The paper draws from secondary industry research and GPJ's nearly 100 years of event marketing experience to discuss the significant cost savings realized by companies adopting an integrated event marketing philosophy.

Events and trade shows have become big business, with the average company exhibiting between two and seven events annually. Now a critical element in a company's marketing mix, the cost of closing a sale during these events is nearly half of what it would be otherwise ($550 versus $997). Integrated event marketing -- converging enterprise-wide interests as well as brand and event messages to gain benefits of shared economies -- increases these cost savings and provides additional business benefits by coordinating the costs and ROI associated with marketing events, and eliminating the need for various departments to compete internally for capital.

The white paper features a case study from IBM, which has reduced hard show costs by more than half a million dollars through integrated event marketing. The company also estimated that it has saved $18 million through more effective event selection, an integral element of integrated event marketing.

"Our use of integrated event marketing has resulted in considerable savings and increased business efficiencies," said Jim Hasl, director of worldwide event marketing, IBM. "The process has enabled us to centralize our event management function and select events that more directly address our business goals."

The white paper, which also includes a case study featuring Siebel Systems, also discusses the tactics and processes that lead to successful execution of an enterprise-wide event marketing program.

"Integrated event marketing is the best way to start and deepen customer relationships," says Westcott. "This white paper describes how event marketing, sales and outside agencies such as advertising and public relations can improve integration to allow the greatest return on investment."

"Building Brand Advocates Through Integrated Event Marketing," is available by contacting Meg Connor at The George P. Johnson Company at mconnor@gpjco.com or 508-230-0955. A copy can also be requested online at www.gpjco.com

About George P. Johnson (www.gpjco.com)

Established in 1914, GPJ is a leading provider of global event marketing solutions, helping clients forge better customer relationships through strategic marketing integration; creative brand experiences, events and exhibits. Based in Auburn Hills, Mich., GPJ has additional full-scale production facilities in Torrance, Calif., and Stuttgart, Germany, as well as marketing offices in Boston, San Jose, Brussels, London, Tokyo and Singapore.