The role of event marketing continues to grow, according to EventView '05, the fourth annual study of face-to-face marketing trends from the MPI Foundation and George P. Johnson Co.

A total of 96 percent of corporate marketing executives in North America, Europe and Asia use events in their marketing mix, and 93 percent view the importance of event marketing to be constant or increasing. Also, more than half of survey respondents report the role of event marketing as a "lead tactic" or a "vital component" of the marketing mix.

Respondents position event marketing as No. 1 in generating return on investment (23 percent), topping print and broadcast advertising, public relations, sales promotion, Web/Internet marketing, and direct marketing.

Respondents are backing up their assessments with budget dollars. They forecast a 15 percent increase in event marketing budgets for 2005 over 2004.

To download a summary of the findings, click here.