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Comprising an online survey of 1,625 respondents, ages 18-65, in the US, UK, Australia and China, the study confirms that live marketing events where audiences interact with products or brands -- a growing area representing an estimated $160 billion US in marketing spending last year -- is an effective strategy for engaging both consumer and employee audiences.

In addition to results demonstrating experiential marketing's strong influence across demographics, geographies and product sectors, two findings point to even greater potential. First, women -- highly coveted by marketers because they make or influence much of the household spending -- are seen to be highly responsive to live marketing events: though both men
and women say that experiential marketing is the medium most likely to result in purchase, women are 20% more likely to do so. Second, respondents in China, the world's fastest-growing economy, rated experiential marketing most likely to influence understanding and behavior and at the highest level of influence of all geographies tested.

Josh McCall, CEO of Jack Morton Worldwide, commented: "Clients want more effective ways to engage target consumers. They want to know what media are going to drive sales and word of mouth. And they want to know what works in growing markets like China. On all counts, the results confirm the value of experiential marketing and live events." Among the study's key findings:

-- Experiential marketing drives purchase: respondents rank it the #1 medium most likely to result in purchase.

-- Experiential marketing is most engaging: 82% agree that participating in experiential marketing is more engaging than any other form of communication.

-- Experiences lead to understanding: 80% agree that experiential marketing is the medium most likely to give them information.

-- Experiences generate word of mouth: 85% agree they would tell others about participating in a live event.

-- Experiences enhance marketing ROI: 81% agree that experiential marketing would make them more receptive to other marketing from the product/brand.

Across regions, respondents consistently demonstrate experiential marketing's strong influence. But distinct insights into each of the surveyed regions suggest variables that may be leveraged for better implementation and integration:

-- China: As the leading growth market worldwide, response to experiential marketing in China -- the highest compared to other geographies -- is a key indicator of its enormous potential. Here, events took the #1 position over all media tested, regardless of the goal: 38% (the most of any region) agree that live marketing events have most impact on behavior, and 42% (the most of any region) agree that events drive purchase consideration.

-- UK: While experiential marketing is cited as the most influential across all performance metrics, marketers should note a high level of receptivity to information delivered via the Internet. 48% of UK respondents agree the Internet is the best medium for new product info, the highest of any region.

-- Australia: Compared to other regions, respondents in Australia place experiential marketing highest in terms of preferred means of brand message delivery (33%), nearly on par with TV (34%).

-- US: Brands in the US are increasingly engaging audiences with experiential marketing. Compared to the results of Jack Morton's 2005 study, the number of respondents reporting that they had participated in a live marketing experience in the past rose almost 20%. Consistent with prior studies, US respondents reveal the strong influence of experiential marketing across demographics, with particular resonance among women and young consumers.

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>http://www.jackmorton.com/us/downloads/ems05.asp