"Traditionally, brand managers have been unable to control buyers’ experience of their product in retail environments. Live events have become a perfect way to offer memorable brand experiences in a controlled situation, significantly influencing loyalty and purchasing decisions, as well as changing perceptions," said group Brand Solutions manager Al Buset.
"We have witnessed strong examples of this for both vertical and non-vertical brands across our Clothes Show and BBC Good Food Show portfolios."
In a 2005 experiential marketing survey by Jack Morton Worldwide, nearly three-quarters of consumers said that participating in a live marketing experience would increase their "purchase consideration", while almost 60 percent said it would result in a quicker purchase.
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