[eBook] 75 Fascinating Facts About Experiential Marketing

Introduction

For years, marketers have been dreaming up new ways to harness the power of experiences to engage consumers. The marketplace is moving extremely quick and is becoming increasingly fragmented, as consumers have more choices and options than ever before. Many brands are struggling to connect with and influence their target audience in a real way. There is one marketing approach which many experts say is the most effective when it comes to motivating people to action…and that is Experiential Marketing.

In this report, you will find the latest facts, case studies, and key findings from across the XM industry.

Overview: The State of the Experiential Marketing Industry

1. 38% of Fortune 500 marketers chose experiential as the most successful tactic in their marketing strategy. – (AgencyEA)

2. 62% of Fortune 500 companies are using experiential to drive both brand awareness and lead generation. – (AgencyEA)

3. 67% of marketers think Experiential Marketing is an effective strategy. – (EventTrack)

4. 76% of marketers say their event and experiential marketing initiatives are integrated with their other marketing campaigns. – (EventTrack)

5. 77% of marketers use experiential marketing as a vital part of a brand’s advertising strategies. – (EventTrack)

6. 79% of brands say they will execute more event and experiential programs this year compared to last year. – (EMI & Mosaic)

7. 58% of CMOs believe that experiential strategies strongly impact the connection audiences have to their brands and increase advocacy, while only 13% of brand managers and 18% of event planners echo this belief. – (Freeman)

8. Brand activation revenues are expected to reach $357 billion this year. – (ANA)

9. Revenues from experiential marketing jumped by 6.7% last year to 50.6 Billion. – (ANA)

10. The event industry will grow by 44% from 2010 to 2020, exceeding most growth predictions from other industries. – (Limelight)

Deep human needs drive experience seekers. There are four primary emotional need states that drive people to seek out experiences at events: release, enrichment, belonging and identity.

11. 50% are driven by belonging; Feeling accepted as a natural member of a group, or part of a chosen collective with common tangible/ intangible interests. – (GMR Marketing)

12. 44% are driven by identity; The qualities, beliefs and values that make a person or group unique and different from others. – (GMR Marketing)

13. 87% of consumers are driven by release; The escape from daily life, using experiences to help cope with societal pressure, demands and stressors. – (GMR Marketing)

14. 57% are driven by enrichment; The growth that comes from digging in deep on a vertical, or simply discovering or learning something new. – (GMR Marketing)

Return On Investment/Return On Objectives

15. 65% of brands say that their event and experiential programs are directly related to sales. – (EMI & Mosaic)

16. 70% of users become regular customers after an experiential marketing event. – (EventTrack)

17. According to 80% of attendants, live demonstrations and free samples significantly help define their purchasing decision. – (EventTrack)

18. 98% of users feel more inclined to purchase after attending an activation. – (EventTrack)

19. 79% of US marketers generate sales using event marketing. – (Statista)

20. 59% of CMOs recognize brand experience for its ability to create ongoing relationships with consumers. – (Forbes)

21. 74% of event attendees say that they have a more positive opinions about the company, brand, product or service being promoted after the event. – (EMI & Mosaic)

22. 65% of the consumers say live events helped them have a better understanding of a product or service, vastly surpassing digital efforts and TV advertising as methods of recognizing and learning about a brand. – (EventTrack)

23. 71% of consumers share information about their (activation) experience with their peers and family members. – (EventTrack)

Budget & Spending

24. One in three brand-side marketers struggles to prove ROI and secure sufficient budget. – (AgencyEA)

25. 75% of companies with event budgets between $50-100 million say they expect an ROI of more than 5:1 for live event and experiential programs. – (EMI & Mosaic)

26. When it comes to budget growth, 38 percent anticipate a 10 percent or greater increase in their experiential budget within the next 18 months. Another 25 percent of respondents expect a boost of 5-10 percent in budget growth. – (AgencyEA)

Technology

27. 94% of marketers agree technology has a positive impact on an event, but less than 50% have seen success using emerging technologies. – (AgencyEA)

28. 35% of event planners believe wearable devices are the biggest trend in maximizing the event experience. – (Bizzabo)

29. 60% of smartphone users are using their devices at social gatherings and events. – (Event MB)

30. 75% of event professionals who don’t currently use event apps intend to adopt them.– (Event MB)

31. The amount of event apps has grown 20% year on year. – (Event MB)

32. Adoption of event technology is increased by 35% when a mobile engagement and attendee portal are integrated. – (Global Experience Specialists)

33. 91% of marketers say that adopting a mobile event app has provided a positive ROI. – (Global Experience Specialists)

34. Only 31.6% of event organizers use technology regularly to encourage engagement at events. – (Event MB)

35. According to Event MB, the top 3 features that experiential marketers want in mobile engagement are:

• onsite registration (19%)
• registration within app (16%)
• and content capture (15%)

Don’t miss the remaining stats, case studies, and more! Download the full report below now.

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