Experiential marketing sounds like the new kid on the block, with not much by way of evidence to back up its claims. These eight experiential marketing statistics are here to change that.
Read on to find out the facts surrounding what experiential marketing can do for your business.
- 86% of Event Marketers View Technology as Having a Positive Impact on Event Marketing (Aventri).
- 65% of brands see experiential marketing events as being directly related to sales success. (EventMarketer).
- 98% of Consumers Create Digital Content when Attending Events (Chaos Theory).
- 86% Believe That Attendee Satisfaction is The Best Gauge for Event Success (Aventri).
- 75% Said That Networking and Making Connections Was Important to Them (AgencyEA).
- 60 to 70% of the Most Common Event Features are Engagement and Interactivity Focused (EventMB).
- Over 46% of Event Organisers Plan Experiential Seminars and Workshops (EventMB).
- By 2020, The Customer Experience Will Overtake Price and Product as Key Brand Differentiators (Chaos Theory).
1. 86% of Event Marketers View Technology as Having a Positive Impact on Event Marketing (Aventri)
The age of technology is the age of innovation. Providing an exciting and successful experiential marketing event will be incredibly beneficial for you. Imagine a whole host of people who interact with your event and go on to create a wave of positive content concerning your brand on social media.
For example, in 2018, the LUSH Cosmetics brand held its LUSH Creative Showcase event in Manchester. The event was created to explore visual, sensual and informative experiences which would not only enchant those attending, but show that LUSH is at the top of the cosmetics industry.
On Instagram alone, this event generated over 500 unique posts. The hashtag ‘#lushcreativeshowcase’ has developed over ten thousand posts over the lifetime of the event.
Interconnectivity is your ally.
2. 65% of brands see experiential marketing events as being directly related to sales success (EventMarketer)
Brands are increasing their budgets for experiential marketing events because they see how people value something that’s real-time and interactive.
These types of events support the functions of both marketing and sales, increasing the likelihood of a lead becoming a customer by creating a lasting connection.
In fact, after participating in a brand experience, 85% of consumers are then likely to purchase from that brand.
3. 98% of Consumers Create Digital Content when Attending Events (Chaos Theory)
Creating content is easier than ever. With a massive influx of apps that allow you to share text, imagery and video, everyone with a smartphone can have an impact on your brand. A staggering 98% of consumers create social and digital content when attending events.
Take Refinery29’s experiential 29 Rooms events. The digital media company hosts these events to set up a space for artistry, culture, interaction and exploration.
Credit: 29 Rooms
Due to their highly visual and interactive nature, throughout their lifespan, the 29 Rooms events have created no less than eighty-five thousand unique Instagram posts. It’s the perfect way to create something unique and promote your brand.
4. 86% Believe That Attendee Satisfaction is The Best Gauge for Event Success (Aventri)
Customer satisfaction is key to any level of a business’ process, from the initial hook to the final purchase. Producing an event where people can learn and get to grips with a product they may have had no prior knowledge of is a fantastic way to build trust.
In fact, after attending an event, 91% of attendees have a more positive feeling or outlook on the brand that it represented.
5. 75% Said That Networking and Making Connections Was Important to Them (AgencyEA)
If you’re trying to specifically target professionals in a certain industry, or fans of a certain product, experiential marketing events are unmatched.
Imagine a space where everyone is working in the same industry. It may be print, editorial or fashion. Now, imagine it’s your brand that is taking centre stage. The industry experts will be networking and the one thing that unites them is their shared experience of your brand. It’s a powerful thing.
Recently, Huawei Mobile UK produced the ‘#HuaweiDriveThru’ challenge. They were giving away free Huawei watches and all the attendees had to do was to dive into the London Royal Docks and swim to a floating watch store which was partially submerged underwater.
Credit: Huawei Mobile UK
An incredible experience such as that is definitely something to network over.
6. 60 to 70% of the Most Common Event Features are Engagement and Interactivity Focused (EventMB)
Providing something unique for consumers will keep an event firmly locked in their memory. 60 to 70% of the most comment features at any event are focused on engagement and interactivity.
Letting an audience ‘do’ rather than ‘watch’ allows people to connect with each other and your brand. This can be anything from employing projection mapping, interactive product demonstrations or even adding gamification to your events.
7. Over 46% of Event Organisers Plan Experiential Seminars and Workshops (EventMB)
Another thing that organisations can do to complement their events is to hold innovative workshops and seminars to bring together fans, industry experts and brand promoters. These events create areas of intense focus on a brand, where fans and other interested parties can increase their knowledge, trust and interest in what you have to offer.
Creating events like these leaves people feeling valued and also makes them better prepared to promote your brand in future interactions. They’ll be clued up and passionate when it comes to your brand’s aims and offers.
8. By 2020, The Customer Experience Will Overtake Price and Product as Key Brand Differentiators (Chaos Theory)
80% of millennials see the value of brands when they engage them with personalised advertising and offers. Younger people are the future generators of revenue, so to capitalise on what they want out of brands is a big key to success in the future.
These nine stats are pretty convincing when it comes to the benefits of employing an experiential marketing event for your brand. But what if you need more information? We’ve got the resource for you.
Explore Our Experiential Marketing Playbook
Experiential marketing is an exciting concept that is forever reinventing itself, creating new avenues to deliver on ROI and brand awareness and engagement.
For a more in-depth look at the world of experiential marketing, its benefits and how to pull off a successful campaign, download our Experiential Marketing Playbook.
Click the link below to get your copy.