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EVENTS NO LONGER IMMUNE TO MARKETER DEMANDS FOR ROI; THE RESULT: As clients' expectations rise, brand ambassadors, mobile tactics and more add accountability to the 'unscientific rationales of experience and intuition'.

Publication: Advertising Age
Publication Date: 19-MAR-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: EVENTS NO LONGER IMMUNE TO MARKETER DEMANDS FOR ROI; THE RESULT: As clients' expectations rise, brand ambassadors, mobile tactics and more add accountability to the 'unscientific rationales of experience and intuition'.(Special Report: Live Marketing)(return on investment )

Article Excerpt
Byline: KATE FITZGERALD

Event-driven live marketing has a firm mandate, and it's spelled ROI.

What was once labeled as merely a "below-the-line'' marketing tactic is being scrutinized like never before by marketers seeking tangible proof of events' impact.

"In the mid-1990s, we were producing big events and concerts with large budgets and little or no measurement. Now the client imperative is to design programs and events that create multiple touch points and become the beginning of an ongoing relationship with the consumer,'' says Sarah Eck-Thompson, co-president and chief operating officer at experiential marketing agency All Terrain, Chicago.

Such standards make measurement and accountability more crucial.

Cathy Lang, chief operating officer at Aspen Marketing Services, discerns "a paradigm shift ... the expectations have risen for what events...

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