A couple of years ago Jack Morton conducted some research into the value of experiences.
Since we’ve been doing this for over 70 years, we weren’t too surprised by the results.
We’ve always known the value of an experience.
It was heartening to see that the consumer responses backed up what we believe.
82% of people find a brand experience more engaging than any other form of marketing communication.
And over 70% told us that experiences would increase their purchase consideration of a brand.
The upshot of all this – experiences give people something to remember you by.
We’ve known this all along.
But it’s good to see that the rest of the industry is finally starting to follow suit.
Better late than never.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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