Research shows that experiential marketing can make the difference.

In a recent survey, more than two thirds of all consumers surveyed say that experiential marketing would be extremely or very influential on their overall opinion of brands and products. Seventy percent say that participating in a live event marketing experience would increase their purchase consideration and 57% say it would result in quicker purchase. However, 73% of all respondents had never before participated in a live event marketing experience, indicating an opportunity for marketers to differentiate.

While the influence of experiential marketing is strong across all groups, it is strongest among targeted youth and female consumers.The effectiveness of experiential marketing was also tested against 14 product/service categories. In 11 out of 14, consumers said that their preferred means of learning about new products/services was by experiencing it for themselves or by hearing about it from someone they know, as opposed to TV, radio, print, mail or the internet. 

Live marketing experiences are also shown to be a valuable way to increase Return on Marketing Investment.

In another report, "Experiential Marketing: It Works" collected findings from a comprehensive survey of senior brand marketers across the globe and illustrated that experiential marketing is expected to continue to grow in the next five years and cover a larger percentage of marketing spending compared to other forms of media.

Eighty percent of survey respondents described experience-based activities as important within their marketing mix, accounting for one-third of their entire marketing budget. In the next two to three years, 43% of respondents anticipate increasing their marketing budgets and more than half anticipate growing their experiential marketing spend.

Key Survey Findings
* 62% predict experiential marketing will be one of the biggest growth activities over the next five years
* 87% rank an experiential channel in the top three marketing activities
* 74% believe experiential marketing is the most effective way to encourage word of mouth