The body, first announced in Marketing Week (17 December), officially launches at Confex at Earl’s Court this week. Its accompanying educational website will also be unveiled.
FaceTime’s remit is to act as the voice of the live events industry. It will sell the events medium and work with marketers and businesses to create bespoke research, case studies and staff training tips.
Hawkins is a former deputy director of the Association of Event Organisers (AEO) and a founder of F2F Events.
He says: “Historically, ’live’ has been a bit of a barrow-boy of marketing. But it has become more essential to marketers, particularly the experiential side. What I don’t think we’ve done particularly well in live events is to argue our case. We have tended to just say ’we’re great, we do face to face’.
“Other media have marketing agencies to promote their worth and we felt it was time that live marketing had the same thing.”
FaceTime has been set up by the Association of Event Organisers, the Association of Event Venues and the Event Supplier and Services Association.
Its first research project, “How live events work”, demonstrates how there is an uplift in visitor conscious and subconscious attitudes towards live events and brands after visiting a show.
The FaceTime logo, branding and website was designed by Form. The website address is www.facetime.org.uk