Live event marketing experiences where consumers interact with products, brands or “brand ambassadors” face-to-face are among the most effective ways to influence coveted consumer audiences, according to results of an extensive new survey by Jack Morton Worldwide. Comprising an online survey of 2,574 consumers, ages 13-65, in the top 25 US markets, the results confirm that this increasingly important marketing medium resonates strongly across demographic and product categories, with especially high influence among key groups such as women, young people and Hispanics.
“Marketing methods need to be innovative and inventive to keep current with the new realities of the landscape our clients compete in,” says Josh McCall, CEO of Jack Morton. “Experiential marketing offers a valuable strategy to brands that need new ways to reach their targets. Our research shows that experiential marketing is completely effective at influencing brand perception and purchasing decisions, and yet is still underutilized in reaching consumers.”
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