"The cost per contact for events is massively higher than marketing such as emails, social networks, online and TV," said Reeve. "But the depth of the contact gives great value for money."
Reeve added the "one-to-one" contact made events "way better than everything else" in terms of marketing investment.
He explained that, for business, the personal contact and data capture available through live events provided high ROI.
Around £400,000 a year is spent on events at Microsoft, added Reeve.
"Content is still king. However," he added, "you need to get that right once everyone is there."
Grass Roots’ Meetings Industry Forum 2011 is taking place at the Marriott London Grosvenor Square.
Speakers also include:
- Red Bull head of high performance Andy Walshe
- SAP senior manager of global events Mathias Sondermann
- HSBC chief economist Dennis Turner
- Allianz marketing and events manager Stephen Flynn