CHICAGO — free man partnered with Edelman DXI to conduct a study on the impact of live events and the value they bring to brands and audiences. The result, Freeman Trust Report 2023reveals that in-person events increase brand loyalty.
According to the report, following an interaction with a brand at a live event, 77% of consumers reported that their trust in the brand increased, 33% reported that their trust level improved a lot, and 44% reported that it improved somewhat.
In addition to in-person events building trust, 64% of consumers reported having a positive perception after attending a brand event for at least a month afterward. According to the report, consumers who attended events in the last six months are more likely to have a positive perception of the brands they purchased from before the event.
Comparing event decision-makers’ assumptions with consumers’ responses, the report reveals that while only 45% of decision-makers believe attendees will purchase products or services after an event, more than 50% of consumers say they are more likely to make a purchase afterward.
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“The report shows that tRust is a crucial success factor, driving customer engagement and purchases and loyalty – data also shows that 68% are willing to engage with a brand online, 67% visit a website and 68% are more likely to make a purchase after engaging with a live event,” said Mickey Wilson, Freeman’s chief marketing officer. “This means that there is an opportunity for brands and organizers to think more about how they can leverage events to connect “We invite you to connect with your customers during this month-long period. Extending the live event message into an integrated marketing program will reinforce your key message and help drive purchase consideration as well as extend and sustain the positive increase in trust – up to 80% for loyal customers and 72% for prospects, as reported in our study.”
The report also found that attending live events leaves people with an overall positive feeling, with 70% saying they feel more informed, 63% feeling inspired, 63% feeling more connected to their colleagues and industry, and 62% feeling enthusiastic.
“The best way to reward loyal customers who return in person is to offer them a new, fresh and relevant experience and programming,” Wilson said. “According to the Freeman Trends Report“The next generation of attendees are looking for greater connection with their peers and industry, more hands-on learning experiences, and a clear value proposition that aligns with their professional and personal priorities. Additionally, trade show attendees want a balanced schedule with plenty of breaks and free time to meet and connect with new people. They come to discover new ideas and experiences, so it’s important to consider these needs when planning.”
The survey for this report was conducted from November 1-16, 2022, and the sample included 1,800 consumers and professionals who attended an in-person event and 250 event decision makers.
Contact Mickey Wilson at Mickey.Wilson@freeman.com