SOURCE: Event Marketing Institute

August 18, 2008 09:01 ET

Will Trade Shows Go 'Green'? Event Marketing Institute Findings Say They Can ... and Should

New Study, 'The Green Event Imperative,' Reports on the Changing Face of Sustainable Event Marketing

NORWALK, CT--(Marketwire - August 18, 2008) - The Event Marketing Institute (EMI), a professional resource dedicated to the advancement of using live events and trade shows as a strategic marketing initiative, has announced the results of a new study for the trade-show industry, outlining best practices for marketers to make their shows more "green."

"The focus on sustainable event practices is already having an enormous impact on the event industry," says Michael Westcott, Managing Director of the Event Marketing Institute. "Not only will marketers have to get creative in producing more environmentally friendly events, but they'll also have to clearly communicate those green efforts to their target audiences."

"Ready or not, the movement toward green event marketing is here to stay," EMI notes in the report. While some companies have already made major inroads in this area, these new findings reveal that the investment in green event marketing could double over the next 18 months. But of those who claim to have already activated green initiatives, the EMI study also uncovers a significant gap between their participation and their level of commitment. In this groundbreaking report, EMI discovered:

--  43% of companies surveyed say they have already incorporated green
    initiatives into their marketing mix;
--  64% of respondents believe their customers won't be willing to pay
    more than a 2% premium for green products and services;
--  37% of respondents say their companies are incorporating sustainable
    practices into their event marketing "whenever possible."

The full report is available for free to EMI members, $495 for non-members. For more information, contact EMI Member Services Manager Jeff Provost at

EMI's member information hub is a content-rich Website ( where members can access hundreds of articles, case studies, research reports, white papers, Webinars, podcasts, discussion forums, market reports, company profiles, publications and other exclusive information products and services created by EMI's staff.

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