What this document is
EventTrack 2015 was the fourth annual edition of a study tracking the size and direction of the event and experiential marketing industry, published by the trade title Event Marketer. The consumer-facing portion of the report was based on surveys of more than 1,600 consumers who had recently attended or taken part in a retail event or brand experience.
Among its findings, the study reported that 96 percent of consumers who told a friend or family member about a brand experience mentioned the company or brand behind it, and that 87 percent of respondents said events left a stronger impression on them than television commercials. The report also covered how events shape brand perception and purchasing behavior, how word of mouth spreads after an event, and how attendees used technology while participating.
EventTrack continued as an annual series in the years after this edition, tracking event marketing spend and consumer attitudes as the format expanded from traditional retail activations into a wider range of branded experiences.
Where to find it
Available from Event Marketer.