Study Reveals Experiential Marketing #1 Medium to Generate Word of Mouth

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Jack Morton Worldwide's 2006 Experiential Marketing Study shows a strong connection between experiential marketing and word of mouth advocacy.

most likely to lead you to tell others about products/brands

85% of the participants in Jack Morton Worldwide's 2006 Experiential Marketing Study agree that participating in experiential marketing would cause them to talk about a product or brand.

38% of the 1,625 respondents from the US, UK, China and Australia single out being engaged in a live experience as "most likely to lead you to tell others about products/brands," over and above the Internet, TV, magazines, mail, radio and, ironically, hearing from someone they know.

The strong connection between word of mouth advocacy and experiential marketing holds true across demographics and geographies. Notably:

  • Women reveal especially strong links between word of mouth advocacy and experiential marketing, with 43% of women versus 32% of men citing it as the #1 inspiration for word of mouth
  • "Generation Jones" (those aged 38 to 49, who fall somewhere between late Baby Boomers and Gen X) are the age group most strongly linking word of mouth and experiential, with 43% (versus 33% of those aged 18 to 23) citing it as #1

The strong reported link that consumers draw between word of mouth and experiential marketing is consistent with actual experience seen at recent events created for leading client brands. In one instance, 97% of those surveyed on site at the experience said they would recommend the brand to others. In another example, 88% of those contacted days after the event reported that they had talked with friends or family about what they learned at the event; 30% recommended that friends or family try a product they had experienced themselves while at the event.

Our survey also looked at connections between word of mouth advocacy and experiences engaging employees--the most emotionally invested group of potential brand advocates. While fewer employees cited experiential marketing as the #1 medium most likely to generate word of mouth, 86% of employees agreed that live experiences will make them more likely to talk positively about the company they work for with others.

Jack Morton Worldwide is an experiential marketing agency that helps clients around the world build brands and engage their most important audiences. The agency creates live events, branded environments and interactive experiences for employee, business and consumer audiences. Additionally, Jack Morton is the world's leading producer of award-winning celebrations that have captured the imaginations of billions of people. These include the opening and closing ceremonies for the Athens 2004 Olympic Games and the Melbourne 2006 Commonwealth Games. Jack Morton has a staff of 600 employees throughout the United States, Europe and Asia-Pacific, and is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at http://www.jackmorton.com. The information included in the release was first distributed at the Word of Mouth Marketing Summit & Research Symposium.

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Katie Boes
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