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May 2, 2008

Study proves live events have major impact

Experiential marketing is more likely to increase understanding, lead to action and inspire advocacy than other marketing media, according to results of independent research released recently by Jack Morton Worldwide.

The online survey of 1,625 respondents, aged from 18 to 65 years, based in the US, UK, Australia and China, confirms that live marketing events, where audiences interact with products or brands, are effective at engaging both consumer and employee audiences. The results show experiential marketing’s strong influence across demographics, location and product sectors, but two findings will prove particularly interesting to marketers. First, women, who are highly coveted because they make or influence the majority of household spending, are seen to be highly responsive to live marketing events. Although both men and women say that experiential marketing is the medium most likely to result in purchase, 20% more women than men said they were influenced in this way. Second, respondents in China, the world’s fastest-growing economy, rated experiential marketing most likely to influence understanding and behaviour and at the highest level of influence of all locations tested.

Julian Pullan, MD of Jack Morton Worldwide, commented: “Clients want more effective ways to engage target consumers. They want to know what media are going to drive sales and word of mouth. And they want to know what works in growing markets like China. On all counts, the results confirm the value of experiential marketing and live events.”

For EVENTS:review's full analysis of the results, Click here

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