Event/Experiential Marketing Actually Works
The Advertising Research Foundation report on event/experiential marketing was covered by no less than four publications (BrandWeek, eMarketer, RetailWire and Promo). "It's indisputable
that mounting an experience is a great way to get exposure for a
product, but how effective is experiential marketing really?"
The study showed that attendees are apt to be more receptive to marketing messages and images associated with brand-sponsored events, such as sports championships, walkathons and theme parks, than they are to those presented via other methods. In fact, in-person events can boost purchase intent (a customer's stated interest in buying a product) by 11%-52% and this intent translates directly to sales about 50% of the time.
Experiential marketing often goes beyond short-term effects to generate a longer term brand value. It is also clear that the initial stages of event engagement have extraordinary power. But merely handing out samples at an event is not enough so efforts should focus on emotional and engagement-rich activities to attract and bring people in. Marketers should then reinforce those emotional, self-fit and brand elements in follow-up contacts.
Posted by Universal Ad
The study showed that attendees are apt to be more receptive to marketing messages and images associated with brand-sponsored events, such as sports championships, walkathons and theme parks, than they are to those presented via other methods. In fact, in-person events can boost purchase intent (a customer's stated interest in buying a product) by 11%-52% and this intent translates directly to sales about 50% of the time.
Experiential marketing often goes beyond short-term effects to generate a longer term brand value. It is also clear that the initial stages of event engagement have extraordinary power. But merely handing out samples at an event is not enough so efforts should focus on emotional and engagement-rich activities to attract and bring people in. Marketers should then reinforce those emotional, self-fit and brand elements in follow-up contacts.
Posted by Universal Ad
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