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  • Hong Kong’s exhibition industry urged support for an expansion of the city’s convention center. The HKECIA said it will meet future demand.
  • The proposal would raze three buildings near the Hong Kong Convention and Exhibition Centre and add about 23,000 sm of connected space.

Freeman Finds Value in Creating Brand Experiences

Hil Anderson
, Senior Editor
July 13, 2017
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Dallas — The corporate world firmly believes that the up-and-coming Millennial generation will continue looking for exciting experiences, and that events such as trade shows will play a major role in delivering them, survey results released in July by Freeman revealed.

Freeman’s recent Brand Experience Survey found a high percentage of corporate marketers readily accept that fun, games and other unforgettable experiences provided to event attendees will be key to building brand loyalty among the Millennials who are currently climbing the corporate ladder into the rarified air of purchasing decisions.

The statistics included two-thirds of marketers declaring that “brand experiences” were an effective tool in reaching their goals. “When executed with authenticity, brand experience is an immersive, holistic messaging platform that appeals to a new type of consumer: one who is willing to spend a little time getting to know the brand they are considering,” Freeman said in a new Power-Point “Stat Pack” report based on the Brand Experience Survey. The presentation can be viewed at https://www.freeman.com/resources/the-value-of-brand-experience-vol04.

Freeman said its Stat Pack was derived from survey data that “scratch the surface of the value” of brand experience; however, an increased role for experiential marketing at trade shows has been a priority for many show organizers for the past several years as its momentum grows. Gatherings of actual people at trade shows are considered an effective counterweight to fragmented digital marketing campaigns that infiltrate in-boxes and mobile phones.

The bottom line is that 89% of corporate marketing executives said brand experience was an effective means of generating sales leads, and 47% placed a “high value” on the tactic. Another 54% of b-to-b marketers considered brand experiences to be effective in the all-important lead generation.

Other illuminating facts found in Freeman’s Stat Pack included:

  • 97% of exhibitors from companies with revenues under $5 million consider exhibitions to be valuable to sales growth.
  • 98% of customers say participating in an event or experience influences their purchasing decisions.
  • 65% of consumers will actually buy a product or service during an event.
  • 93% of executives say a meeting can help them close a deal.
  • 98% of attendees capture or create content that is then shared with colleagues and friends.

Freeman concluded that rich experiences are a promising path toward influencing a new generation — and even some old-timers — who have become jaded and weary of “traditional” media. As a result, marketing budget priorities are shifting toward the experiential.

“The research shows that brand experience is becoming more valuable in markets around the world,” Freeman said. “Not simply a smart investment, brand experience delivers results when executed as an integral part of brand strategy.”

Reach Chris Cavanaugh, EVP & CMO of Freeman, at (214) 445-1000 or chris.cavanaugh@freemanxp.com

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