A brand ambassador shows a traveler the immersive, 10’ tall Echo Dot in Amazon Music's Terminal 5 activation space last month. The music streaming service took over JetBlue's terminal at JFK, allowing consumers to play with the technology, ask questions, and sign up IRL.
Experiential marketing was on everyone's radar in 2017. From the Super Bowl to Art Basel, Sundance to Cannes, brands across the globe invested more money than ever into crafting personalized, creative experiences for their consumers. Beyond establishing brand loyalty and evoking positive sentiment, custom experiences are huge financial wins for brands. Compared to traditional marketing channels, experiential campaigns offer incredible payoffs. History show, events make consumers significantly more likely to align themselves with your brand through purchases, tune-in, or alignment.
Every year the Event Marketing Institute and experiential agency Mosaic sponsor a survey called EventTrack. It’s the largest (and pretty much only) experiential research done on an annual basis. The results provide helpful insights into the effectiveness of experiential marketing. We pulled stats from that survey, as well as additional sources such as the US Bureau of Labor and Enterprise Event Marketing, essentially "bringing the receipts" to prove the importance of experiential as a valued marketing channel for 2018 - ROI and all.
Get lost in the numbers and check out the full list below:
1. 74% of event attendees say that they have a more positive opinion about the company, brand, product or service being promoted after the event. (EMI & Mosaic)
2. 65% of the consumers surveyed said live events helped them have a better understanding of a product or service, vastly surpassing digital efforts and TV advertising as methods of recognizing and learning about a brand. (EventTrack)
3. 65% of brands say that their event and experiential programs are directly related to sales. (EMI & Mosaic)
4. 70% of users become regular customers after an experiential marketing event. (EventTrack)
5. The US Bureau of Labor Statistics predicts that the event industry will grow by 44% from 2010 to 2020, exceeding most growth predictions for other industries. (US Bureau of Labor)
6. According to 80% of attendants, live demonstrations and free samples significantly help define their purchasing decision. (EventTrack)
7. 75% of companies with event budgets between $50-100 million say they expect an ROI of more than 5:1 for live event and experiential programs. (EMI & Mosaic)
8. 98% of users feel more inclined to purchase after attending an activation. (EventTrack)
10. 79% of US marketers generate sales using event marketing. (Statista)
11. About 34% of consumers surveyed said they would make a post about an experience on their social media pages. (EventTrack)
12. 33% of consumers from the above survey said they would take photos or videos during an event. (EventTrack)
13. 79% of brands say they will execute more event and experiential programs this year compared to last year. (EMI & Mosaic)
14. A staggering 11% of brands don’t seem to use social media to complement their in-person efforts. (EventTrack)
15. Over 86% of event marketers said attendee satisfaction is their best gauge on event success. (Guidebook)
16. 77% of marketers use experiential marketing as a vital part of a brand’s advertising strategies. (EventTrack)
17. Event technology can help increase event attendance by 20%, increase productivity by 27%, and decrease costs by 20-30%. (Enterprise Event Marketing)
18. 48% of event attendees say face-to-face interactions are more valuable today than they were in 2015. (Center for Exhibition Industry Research)