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EVENTS : Show and sell ; There's no business like show business, but the business of showing is changing. Today's consumers want to suck-it-and-see. Patricia Moore reports.
- Article from:
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AdMedia
- Article date:
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June 1, 2008
- Author:
- Patricia Moore
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Copyright informationCopyright 2008 AdMedia. Provided by ProQuest LLC. (Hide copyright information)
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For advertisers and marketers this means opening up the brand to
all the senses and inviting the consumer to enjoy a complete sensory
experience - feel it, smell it, taste it, live it and love it. And,
by mixing live events with digital media, keep them coming back for
more.
Speaking to the annual Leaders Forum of the Exhibition & Event
Association of Australasia (EEAA), Trevor Foley, ceo of the UK
Events Industry Alliance ("a true event evangelist," according to
DMG's Edward Owens), said the future is rosy for the events
industry.
Media fragmentation means companies are no longer able to reach
audiences in traditional ways and has seen a move away from spending
on print and broadcast media, ...