The impact of event marketing can be measured in a number of ways. It can be viewed purely in financial terms such as the tens of millions of dollars saved when GPJ helped to streamline IBM’s event marketing initiatives.

But it can also be seen in the way that creative ideas live on after an event, generating social sharing, a greater digital presence, word-of-mouth recommendations and loyal customers.

In fact, the true impact of an event can never be assessed in simple dollar terms (although those certainly play an important part in calculating immediate ROI). It is also seen in long-term effects, most importantly in long-lasting relationships that continually contribute to the bottom line, resist the advances of competitors and survive always-present changes in the marketplace.