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Article: Marketing: Companies reexamine events' role in overall strategy in the wake of recession.
- Article from:
- PR Week (US)
- Article date:
- June 8, 2009
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As budgets tighten and company objectives change, marketers are reevaluating how to efficiently incorporate events into their 2009 plans. This former PR 'must-have' faltered earlier in the year, and companies remain cautious about which events to pursue.
'(Following) the AIG story, event marketing froze. We're starting to see it come back now because of the need for (presence) at b-to-b shows,' says Harris Diamond, CEO of Weber Shandwick and Constituency Management Group.
At a time when clients are cutting 30% to 40% of their budgets, events have been scrutinized and measured against less pricey social media tactics, says Ellen LaNicca Albanese, EVP of ...