Event marketing

global agency initiative to promote better event marketing measurement

As we see significant brand investment in digital events and experiences, amid a period of seismic change for the meetings and events industry, a new affiliation of event marketing companies is launching. After two years of preparation, the Experiential Marketing Measurement Coalition (EMMC) will focus on promoting better measurement practices throughout the industry.

“Two factors had an impact on this public launch of EMMC,” said founder and chairman Dax Callner (pictured), chief strategy officer at UK-headquartered Smyle. “With the industry pause comes a time to rethink everything: how can we get back to live events with new ways of working to make them better for everyone involved? And also, what we’re going through with events virtual is the flood of data that comes from digital, and it forces some people in charge of events to acquire a lot more data knowledge.

In addition to Smyle, agencies involved in EMMC include Freeman, GPJ, GES, InVision, ImpactXM, RedPeg Marketing, and DRP (visit https://www.eventmeasurement.org/members for a complete list of participating companies).

EMMC will welcome individual members and corporate brands. It says benefits to membership include access to global benchmark data against shared key metrics, a certification process in conjunction with the UK Center for Events Management at Leeds Beckett University and a platform -public form to promote better measurement of experiential marketing efforts.

EMMC says its association of normally competing companies merged because members believe better measurement practices will allow the experiential marketing industry to come back stronger and smarter than ever.

Agencies wishing to learn more about membership can visit: https://www.eventmeasurement.org or contact Dax Callner, [email protected]