Infographic: The Power of Experiential

As experiential marketers, we’ve long understood the value of making one-to-one connections with consumers. By getting closest to the customer, we’re able to educate and engage in ways that some other forms of marketing simply cannot. However, while the value of experiential has always seemed rather intuitive, it has been challenging to quantify its impact to brands. In this infographic, we take a look at consumers’ growing desire for live experiences and why experiential should be part of your marketing mix.

Here are four facts you need to know about consumers and their love of live experiences:

Experiences > Possessions

80% of consumers in the U.S. and U.K. believe that physical experiences lead to more lasting memories than physical items. They’re putting their money where their mouth is, too. In the last two years…

40% said they increased their spending on new experiences

38% said they decreased their spending on new items

What Makes it Memorable?

When asked to recall their most memorable life experiences, consumers said they were…

24% Family moments

24% Unforgettable trips

17% Attending live events

11% Education or work-related achievement

The common thread? Ninety-one percent of those experiences were shared with others.

Bring It, Brands

83% of respondents in the U.S. and U.K. agree that the best way to build trust in a brand is to experience it first-hand

82% want brands to create experiences that entertain, engage, and educate

Proof is in the Pudding

In The Value of Experience Research Report, consumers took part in four activities (Audio, Reading, Video, Live Experience) that marketed a fictitious brand to them. Afterwards, they were asked to describe the feelings that were evoked by each.

Audio – Reading – Video – Experience

Engaged 19% – 23% – 27% – 54%

Entertained 19% – 32% – 36% – 66%

When it came to both purchase intent, the brand experience stood alone. Consumers were three times more likely to purchase if they participated in the brand experience.

Is your brand looking to connect with consumers through the power of live experiences? Contact us today to learn how our suite of experiential-led services can help you build brand awareness and earn lifelong loyalists.