Wondering about the effectiveness of branded live events? Well according to a Momentum Worldwide survey of more than 6,500 people comparing 23 types of brand experiences, 65% of people who’ve attended a branded live experience recommend the brand and 59% go on to buy it at retail.
Here at Theory House, the path to purchase is a very important element of our overall process. The first step of capturing attention is arguably the most difficult, which is why the results of this survey are so interesting. These figures are nothing to sneeze at and clearly identify a method of marketing that perhaps doesn’t get as much attention as it deserves.
Some additional figures from the survey worth serious consideration: After attending a live event 68% of those surveyed search online for more information about the brand, 63% ‘Like’ it on Facebook, 59% buy it at retail, 27% tell others about the event and 23% post or tweet about it on social media.
Clearly, live events are worth every brand and their agency’s consideration. As time goes on, it will be interesting to see who continues to master this tactic (such as AXE men’s body products, which has launched several successful concert events – the photo above is from AXE’s “One Night Only” concert series featuring T.I. back in 2010) and who will begin to utilize it.
Check out some of the events our shopper marketing agency has developed and managed for our clients via our blog and web site. Highlights include our work for Food Lion at this month’s Metropolitan Cooking & Entertaining Show in Washington, DC, as well as several recent regional “Frugal Cookoffs.”