Spending on experiential marketing is getting a boost this year, according to a new survey by Jack Morton Worldwide.
Some 75% of marketers surveyed in the U.S., the UK, Europe, China and Australia said they are planning an increase. Of those, 50% plan to spend 5% to 10% more, 12% will increase spending by 11% to 25% and almost one in 10 reported that they will increase spending by more than 25%.
The majority of the respondents, 70%, indicated that experiential marketing is extremely or very important to their organizations, and 71% said it would only gain in importance as time goes by. Some 93% said the promotions generate advocacy and word-of-mouth recommendations, 92% agreed that it builds brand awareness and relationships. Seventy-seven percent said experiential marketing generates sales and leads.
Determining the ROI on such experiences was found to be of “interest and opportunity.” However, measurement was identified as both the No. 1 obstacle and the No. 1 topic they would like to learn more about, the survey found.
The results suggested that marketers need to “do more and talk less.”
“When 86% of marketers agree that ‘brands need to talk less and do more,’ clearly, marketers now see experiential marketing as core to marketing strategy and not just an add-on,” said Laura Shuler, the chief strategy officer and president (U.S.) of Jack Morton Worldwide.
The global survey questioned almost 300 marketers using Jack Morton’s proprietary nGauge online platform between Nov. 26 and Dec. 4, 2007, by Exhibit Surveys, Inc.
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