November 5, 2007
AdweekMedia Releases Exclusive Results of First-Ever Experiential Marketing Survey, Conducted by Experiential Marketing Forum (EMF)
NEW YORK--(BUSINESS WIRE)--From traditional methods including television, print and radio, to mobile marketing tours, advergaming and the creation of virtual worlds, experiential marketing—the methodology of engaging consumers with brands in personal and memorable ways—can be delivered across any media. It is quickly gaining strength as the most effective marketing approach in today’s oversaturated media landscape.
AdweekMedia today released the exclusive results of the first-ever survey on experiential marketing—an online survey conducted by the Experiential Marketing Forum (EMF) to gauge the methods and frequency in which marketing and advertising professionals use experiential marketing as a meaningful branding device. The complete results of the experiential marketing survey are featured in the November 5th issues of Adweek and Brandweek, available today, and online at www.adweek.com, www.brandweek,com and www.experientialforum.com.
“As marketing professionals continue to gravitate towards the experiential marketing methodology, it is paramount to take the pulse of the international marketing community to find out how and why this technique is so effective in reaching consumers,” said Tom Woerner, Publisher, Brandweek. “We are excited to share these exclusive EMF results with our valued Adweek and Brandweek audience to provide insight into this methodology and help them advance their market knowledge.”
Key survey findings include:
What Experiential Marketing Means: Advertising and marketing professionals are consistent in their association of experiential marketing with the words, “sensory experience “, “interaction” and “relationship.” More than half of the participants also selected the word “memories.”
How It’s Being Used: Approximately one-third of the respondents said they consider experiential marketing to be the “lifeblood” and the core of their organizations—used to build relationships, engage prospects, stimulate trial and create buzz.
What It Delivers: The vast majority of professionals indicate that “engagement” is the strongest suit of experiential marketing, delivering results such as loyalty, relevance, attention, emotion, memories, trust and product desire.
“Experiential marketing is fast becoming the clear differentiator for success in both the advertising industry and with its customers,” explains Erik Hauser, founder and director of the EMF. “It’s the methodology of choice for smart marketers in a fragmented marketplace going through seismic changes.”
Methodology: The survey was conducted by Clickin Research to a group of participating marketing and advertising professionals. Subscribers to the EMF, Brandweek, Adweek and marketing professionals’ databases were invited—without incentive—to participate in the online survey. Over 650 professionals weighed in with their views on experiential marketing.
AdweekMedia’s work with the EMF will continue later this month with the kickoff of the “Best Freakin’ Experiential Campaign,” a monthly showcase of outstanding efforts in the field. For more information or to submit an entry, please visit: www.experientialforum.com.
AdweekMedia is the premier information source for media, advertising and marketing industry news and analysis, providing an integrated product portfolio led by trusted brands Adweek, Mediaweek and Brandweek. Industry professionals in all stages of their careers turn to AdweekMedia’s digital and print properties, and leading executive conferences, for trusted content and interactive programs tailored to better serve their customers, build their network, and advance their market knowledge. AdweekMedia is owned by Nielsen Business Media, part of The Nielsen Company, a global information and media company. For more information, please visit www.adweek.com or www.nielsen.com.
The Experiential Marketing Forum
The Experiential Marketing Forum (EMF) is an international community of professionals, students and people who share ideas and keep abreast of the newest trends and exciting things happening in the world of media that benefit marketers and their customers on a global level.
Experiential marketing gives customers an opportunity to engage and interact with brands, products, and services in sensory ways that help people make intelligent and informed purchasing decisions. The term "Experiential marketing" refers to actual customer experiences with the brand/product/service that drive sales and increase brand image and awareness. It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves. When done right, it's the most powerful tool out there to win brand loyalty.