In a study conducted by Jack Morton Worldwide titled: 2006 Experiential Marketing Study: A Survey of Global Response, Jack Morton Worldwide conducted a study in the United States, United Kingdom, Australia, and China. Here are the reports key findings:
Experiential Marketing Drives Purchase: Survey Respondents ranked Experiential Marketing as the #1 medium most likely to result in a purchase.
Experiential Marketing is the most Engaging: 82% of respondents agreed that participating in experiential marketing is more engaging than other forms of communication.
Experiential Marketing Inspires Action: More than 50% of respondents stated that they shared their experiences with someone else through Word of Mouth, used the Internet, or contacted the company after taking part in a brand experience.
Experience leads to Understanding: 80% of respondents stated that experiential marketing is more likely to provide them with information - than any other form of communication
Experiences Generate Word of Mouth: 85% of respondents agreed that they would tell others about taking part in a live event.
Experiences Enhance Marketing ROI: 81% of respondents agreed that they would be more receptive to other marketing provided by the company or the brand.
Employees Want to be Engaged: Only 33% of respondents stated they were satisfied with the way their company communicates. 92% were looking for insights on how to put Experiential Marketing to use in their jobs.
By using selected segments of your audio tours - in multiple languages, you can create a new and compelling ways for consumers and the travel trade to interact with your tour experiences during sales missions, trade shows, website, and other sales and marketing channels. Instead of focusing on print based materials, use your tour experiences as an opportunity to deliver more engaging interactions with your products by creating understanding and generating action. Open a dialogue that focuses on adding value through significantly enhanced tours [consistent brand experiences], which provides consumers with entertaining and educational tour experiencesthey can share with others. Provide consumers and travel trade with wireless receivers and headsets. You can describe what you offer - but nothing is as compelling as getting people to interact with your brand experience first hand.
