New Research Finds 93% of Consumers Say Event Marketing is More Effective Than Advertising

NORWALK, Conn., June 9, 2014 /Emag.co.uk/ — The explosive growth of event and experiential marketing shows no signs of slowing, according to the third-annual EventTrack study, fielded by The Event Marketing Institute and top experiential marketing agency Mosaic, unveiled this week.

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At a time when consumers use DVRs to skip tv ads, pop-up blockers render banner ads invisible, direct mail often goes directly into garbage cans and satellite radio makes drive-time completely ad-free, marketers are increasing funding and attention to event and experiential marketing for uncluttered—and unblockable—access to consumers.

The report confirms that event and experiential marketing is now the most effective, relevant and direct way for brands to connect with consumers—and consumers themselves say that live events make them feel more connected and engaged with a brand.  

  • 93 percent of consumers say live events reach them more effectively than television advertising, and 89 percent say a live event gives them a better understanding of a brand’s product or service than a television ad, print ad, online banner ad or radio ad.
  • 96 percent of consumers say they are more inclined to purchase after a live event—and of those that purchase, 84 percent say they purchase more than once.
  • 74 percent of consumers have a more positive impression of a brand after a live event engagement, and 59 percent tell others about a live experience within 48 hours of that event.

The research also indicates that the use of live events to connect with consumers is on the rise across the marketing industry. Top brands are using more sponsorships, mobile tours, street marketing campaigns, pop-up stores, in-store experiences, sampling events, proprietary properties, mall tours, trade shows, b-to-b meetings, p.r. events, street stunts, entertainment partnerships and more “to bring their brands to life,” says Event Marketing Institute editor and publisher Dan Hanover.

  • 72 percent of Fortune 1000 marketing departments report a substantial increase in their event marketing activities—and 79 percent say they are generating sales using event marketing.
  • 78 percent of marketers are measuring event programs, and 44 percent say they generate at least a 3:1 ROI from event marketing spends—14 percent generate at least a 5:1 return.
  • 65 percent of Fortune 1000 marketers say their event and experiential programs are getting funded directly, versus getting funded out of other (existing) marketing budgets.

“The power of live events continues to generate better, deeper relationships between brands and consumers,” says Mosaic Experiential Marketing President Jeff Stelmach. “Those who used to think experiential marketing was a fad are quickly realizing that it’s not—it’s the future of marketing.”

This is just a snapshot of the insights, data points, charts and graphs that are featured in EventTrack 2014.

EventTrack is the largest annual research fielded on event marketing. More than 600 companies participated in this year’s EventTrack study, created and fielded by The Event Marketing Institute and top experiential marketing agency Mosaic. Unique to EventTrack is its “Full Ecosystem” format: Three complete, separate surveys are issued—one to brand marketers, one to agencies and one to consumers—and then used to monitor and measure the use and growth of event marketing across the entire “engagement ecosystem.” Separately, each provides critical insights on the value, impact and state of event marketing. Together, they form a data-backed, content-packed overview of how brands are marketing, how agencies are helping bring experiences to market and how consumers are responding to it all.

The EventTrack 2014 executive summary and a collection of the report’s top charts are available to the press at http://www.eventmarketing.com/eventtrack2014.

The Event Marketing Institute serves the information needs of Fortune 1000 marketing departments and top marketing agencies—it is the only association of its kind in the world. The Institute provides such member companies as Microsoft, Boeing, Oracle, Coca-Cola, Toyota, HP and hundreds of others with comprehensive education, research, and analysis related to event and experiential marketing. Learn more at eventmarketing.com.

Mosaic is among the fastest growing agencies in North America, delivering branded experiences to consumers on behalf of our clients in-store, in the community and online – where two-way interactions happen. Mosaic has established itself as a clear leader in helping brands connect with consumers in non-traditional ways, including retail events, community experiences, assisted selling, and online social media extensions. Mosaic’s U.S. operations are headquartered in Dallas, Texas, with offices in Chicago, Illinois, and Bentonville, Arkansas. Its Canadian operations are headquartered in Mississauga, Ontario, with offices in Toronto, Ontario and Laval, Quebec. Recently acquired by Acosta Sales & Marketing, Mosaic now operates under Acosta’s marketing arm, AMG. Learn more at Mosaic.com.

Media Contact: Kevin Ritch, The Event Marketing Institute, 203-852-5693, kritch@eventmarketing.com

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SOURCE The Event Marketing Institute

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