The Value Of Experience Research Report
While common sense dictates that you’re more likely to remember something you physically experience than something you see, hear or read, there’s no real data available that directly compares the effectiveness of these four channels. So we decided to try and gather some of our own.
We conducted a 2-part research program to learn more about the effectiveness of experience against more conventional marketing methods. The research consisted of a nationally representative US and UK consumer survey, an informal experiment and short follow-up interviews - designed to find out what people felt about brand experiences to help demonstrate the effectiveness and value of experiential marketing. For the informal experiment we invented a non-alcoholic brand called Sevillian and invited participants to either read, listen, watch or take part in a mocktail making experience.
Results
As you can see below, the results were fascinating and gained numerous press coverage.
‘73% of consumers trust brands more after experiencing them live’ (Conference News)
‘Vast majority of consumers say brands experiences build trust’ (Campaign)
‘What this fake brand’s pop-up can teach us about the power of live experience’ (BizBash)
‘News study shows brand experiences deliver three times purchase advantage’ (Adland)
To get all the results, download a digital version of the full report by clicking the link below or email us to request a hardcopy.
A Sneak Preview of The Results
When comparing results between those who participated in the watch, listen or read-group with those taking part in our Sevillian brand experience, significant results were found.
Interested to learn more about creating experiences that count? We’d love to hear from you.
