BEYOND the Buzz

The excitement and buzz around event marketing has allowed us to overlook many of its shortcomings — specifically where it misses one of promotion's greatest strengths: quantifiability.

“We have clients who are very bullish on event marketing, and who are eager to make a lot of noise and create excitement,” says Brad Bryan, president, U.S. Concepts, New York. “Measurement is just not as high a priority for them.”

Many of U.S. Concepts' retail clients, such as Wal-Mart, rely on

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