NORWALK, CT, Feb 05 (MARKET WIRE) --
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,
shedsnew 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
Copyright 2008, Market Wire, All rights reserved.
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