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Set Creative Study Suggests Brand Experiences Deliver Three Times the 'Purchase Advantage'
Investment in live experiences has the potential to deliver three
times the ‘purchase advantage’ over other media channels for brands
launching a consumer product or service, according to a new report.
Research commissioned by experiential agency Set Creative, who create
pop-ups, brand activations and live events, finds a staggering 73% of
consumers in the US and UK are more likely to purchase a product if they
have taken part in a brand experience.
The detailed commercial report, “The Value of Experience,” provides an
inside look into how people feel about brand experiences to determine
their effectiveness and value as a media channel when directly compared to
Print, Radio and TV.
“There’s no real data available directly comparing the effectiveness of
these four channels,” explains Chief Creative Officer Guy Tremlett. ”So,
we decided to conduct an experiment to try and learn more about the value
of experience against more conventional marketing methods.”
The report is based on a two-part research process including:
Experiences build trust, top media preferences
- A nationally representative survey of over 1,000 US and UK consumers
- A live demonstration/experiment themed around the launch of a fictitious orange drink brand: Sevillian (held under controlled conditions
In an era of fake news and declining trust in traditional forms of media,
experiential is becoming the disruptive channel to communicate with
consumers. The survey findings reveal that 82% of US and UK adults want
brands to create experiences that ‘entertain, engage and educate’ them.
Furthermore, 44% of US and UK adults have increased their time spent on
attending live events or new experiences in the last two years – with the
figure rising significantly for the all-important Millennial (57%) and
Affluent Millennial (64%) category. 40% of US and UK consumers have
increased their spending on new experiences in the last two years,
climbing to 62% among Affluent Millennials.
Experiential is significantly more influential, shareable, and connected
Respondents involved in the live demonstration felt ‘entertained’ (66%),
‘engaged’ (54%) and ‘satisfied’ (37%) by the activity. All these
attributes scored significantly higher than for those involved in the
video, reading and listening tests. As a result, participants in the live
demonstration were significantly more likely to share (55%) or recommend
(51%) the Sevillian brand, compared to those involved in the reading (16%
and 15%), listening (13% and 8%) and video tests (12% and 9%).
Of those involved in the Sevillian brand experience, 41% also claimed to
be ‘very likely’ to purchase the product – nearly three times ‘brand
purchase’ advantage over those involved in the reading (16%), listening
(13%) and video tests (12%). Significantly, this correlates to the survey
results, which found 73% of people who have taken part in a brand
experience in the US and UK were more likely to purchase the brand in
According to the agency, these findings only support what they’ve always
seen as the limitless potential of experiential marketing. "We’ve always
used experience as a powerful channel to drive results for our clients,”
says Alan Doyle, Managing Director, North America. “This study gives us
further context and helps us to understand how we’ve managed to achieve
some of the success we have - the study shows why our work has managed to
increase BMW sales amongst millennials in California by 33% and explains
why the Heineken Trophy Tour has achieved a reach of 249 million across 21
For more information, watch the video at https://vimeo.com/329146679 or
visit setcreative.com To request a copy of the report, visit:
FIND IT - MARKETPLACE