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July 11, 2006
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Keep it live




The growing global influence of live marketing has been revealed in an independent study recently commissioned by international experiential marketing agency Jack Morton.

The survey’s 1,625 respondents, aged from 18 to 65 years and spanning the US, UK, Australia and China, revealed common global trends in the effectiveness of live marketing, while also indicating geographic and demographic differences that could be key in the way marketers get their messages across to different regions and individuals.

Overall it was clear that experiential marketing drives purchasing, with respondents ranking it the medium most likely to result in them buying a product or service. It was also shown to be the marketing medium with the most impact, with 82% of respondents agreeing that they found participating in experiential marketing more engaging than any other form of communication.

The effectiveness of live marketing at getting key marketing messages across and understood was also revealed by the study, with 80% of respondents saying that experiential marketing is the medium most likely to give them information. What’s more, the ability of experiential marketing to be effective beyond the core event was shown, with 85% of respondents agreeing they would tell others about participating in a live event.

Meanwhile, the key role live events can play as part of an overall campaign and in enhancing overall marketing return on investment was suggested by 81% of those surveyed saying that an event experience would make them more receptive to other marketing from the same product or brand.

On top of these general trends, the research also revealed distinct insights into each of the surveyed regions that marketers should consider to help with the implementation and integration of their campaigns.

In China, for example, respondents found live marketing more likely to affect understanding and behaviour than those in any of the other locations studied. Here events took the number one position over all media tested, regardless of the aim of the marketing, with 38% (the most of any region) agreeing that live marketing has most impact on behaviour, and 42% (the most of any region) saying that events drive purchase consideration.

Meanwhile, in the UK, although experiential marketing is cited as the most influential marketing medium, marketers should note the power of the internet, with 48% of UK respondents agreeing that it is the best medium for new product information – the highest of any region.

Compared to other regions, respondents in Australia places experiential marketing highest in terms of preferred means of brand message delivery (33%), nearly on par with TV (34%), while in the US, brands are increasingly using the medium to engage with audiences. In comparison with the results of Jack Morton’s 2005 study, the number of respondents reporting that they had participated in a live marketing experience in the past rose almost 20%. Consistent with prior studies, US respondents revealed the strong influence of experiential marketing across demographics, with particular resonance among women and young consumers.

The clear message from Jack Morton’s research is that any marketer would be foolish not to include live experiential events within their overall marketing strategy, due to their effectiveness in engaging audiences globally and their ability to make people more receptive other elements of a campaign. However, it’s important that geographical and demographical factors be taken into account to maximise the effectiveness of any live event.

Jack Morton’s white paper on the surveys results: 2006 Experiential Marketing Study: A Survey of Global Response, is available on-line at www.jackmorton.com


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