NORWALK, CT -- 02/05/08 --
A just-released report from the Event Marketing
Institute, the leading authority on event marketing, offers data that
indicates the real reach of events is over three times more than the actual
attendance. How is this possible? Word of Mouth.
This recently completed exclusive study, "THE VIRAL IMPACT OF EVENTS: A
Study on the Power of Word of Mouth Strategies to Increase the Impact of
Your Events," reveals the details and analyzes the responses of more than
1,100 individuals, with additional analytical breakdowns by gender and age.
Among the pertinent findings of the report:
-- 78% of attendees told friends and family about the event; 90% of them
did so within two days of the event, and 69% mentioned the sponsor of the
event;
-- Nearly 50% of event participants purchased sponsoring products
(especially food & drink);
-- 98% of those exposed to a product will recommend that product to
others after a positive experience.
The study, part of the ongoing EMI Strategic Insights Report series, sheds
new light on many important event-marketing metrics, including what events
people are drawn to, how and when they share their experiences with others,
how many people they tell, and most significantly, the impact their
opinions have on those told.
But there's more: Over three-quarters of respondents (77%) said their
purchase decisions are at least partly influenced by recommendations from
friends and family. In fact, the study confirms that such endorsements
proved more persuasive than all other outside purchase-decision
influencers, including TV, magazines, the Internet and radio spots.
Put another way, if an event draws 10,000 engaged people, and 78% of those
attendees go on to gush enthusiastically to at least four others about the
great time they had while there and about your product or service, that
translates into tripling the zone of influence from 10,000 individuals to
more than 31,000, while simultaneously shrinking your cost-per-touch.
"THE VIRAL IMPACT OF EVENTS: A Study on the Power of Word of Mouth
Strategies to Increase the Impact of Your Events" spells out how you can
harness the power of Word of Mouth. This report will show you why having an
effective Word-of-Mouth program that's part of your overall strategic event
marketing strategy is critical to achieving the goals of building brand
awareness, cementing customer loyalty, and attracting new customers.
For more information or to purchase a copy of the report, go to the Event
Marketing Institute's website at http://www.eventmarketing.com. Start
spreading the word about your brand today.
CONTACT:
Jeff Provost
Member Services Manager
Event Marketing Institute
Phone: (203) 899-8434
Fax: (203) 854-6735
Email: jprovost@eventmarketinginstitute.org
