According to EventTrack 2014, a report published by the Event Marketing Institute, event marketing is one of the world's fastest growing forms of marketing.

While events and trade shows are not new concepts in the marketing realm, changing technology has transformed the industry and customers value the in-person brand experience now more than ever.

Here are a few other highlights from the EventTrack 2014 report that help paint the picture:

• Outlet for product launches: more brands are using events and experiences to launch new products than ever, increasing from 48% of respondents to 59% over the last 3 years

• Improving ROI: 14% of brands say they see a return that is greater than 5:1 from their event programs compared to 7% in 2013

• Purchase intent: 96% of the consumer survey respondents said participating made them more inclined to purchase

• Brand perception: after the event, 74% of the participants had a more positive opinion about the company, brand, product or service being promoted

The best way to be prepared for the future is to understand the trends of the past! Download the State-of-Inbound Anthology.

With trade show season approaching right around the corner, I wanted to take a look at the impact of event marketing and strategies for doing it effectively. This week's guest is a long-time industry pro and has a significant presence in the Central Ohio area.

Learning Event Marketing From the Best

In episode #005 of the Columbus Marketing Show, I welcome Jeanette Armbrust, Owner and CEO of Skyline Exhibits of Central Ohio.

Jeanette received her education on the west coast at California State University and the University of California. For the first 11 years of her career she worked in music and entertainment.

After gaining a lot of experience in the entertainment field, Jeanette wanted to pursue a path in which she could incorporate that experience with her entrepreneurial drive. In 2001, Jeanette founded Skyline Exhibits of Central Ohio.

14 years later, Skyline Exhibits of Central Ohio is one of the leading forces in Ohio's event and trade show marketing scene. Jeanette stopped by the studio to discuss the event marketing landscape and some actionable tips that brands can use to improve their own strategies. Go ahead, turn up the speakers, click play and enjoy episode #005 of The Columbus Marketing Show!

What You'll Learn During the Interview

• Why event marketing offers an experience unlike any other marketing tactic
• What the current landscape of event/trade show marketing looks like
• How to improve booth staffing effectiveness
• Jeanette’s recommendation for lead tracking strategies at events
• Ways brands are using technology to attract visitors to their booth
• The importance of follow up in the event marketing realm
• The myth of foot traffic as a measure of success
• The benefits of renting vs. owning

[tweetthis]On #event #marketing: "79% of people who go to shows are not even following up on those leads" via @jarmbrust[/tweetthis]

Watch the Podcast

Listen to the Podcast

Show Resources and Notes

For seminars, tips, white papers, and many more event marketing resources, be sure to check out Skyline's online learning center.

I encourage you to download the full EventTrack 2014 report. Of course you'll have to give the standard social capital in order to receive it, but this free report has tons of detailed insights into the industry and will help augment the things you've learned from today's episode.

Need some inspiration for your next booth or simply want to check out some of the best and most extravagant trade show booths out there? Go no further than the "Inspiring Trade Show Booths" page on Pinterest!