Overall, more than two-thirds of all consumers say experiential marketing would be extremely or very influential on their overall opinion of brands and products. Seventy percent say that participating in a live event marketing experience would increase their purchase consideration, and 57% say it would result in quicker purchase. However, 73% of all respondents had never before participated in a live event marketing experience, indicating an opportunity for marketers to differentiate.

While the influence of experiential marketing is strong across all groups, it is strongest among often-targeted youth and female consumers:

• Nearly 80% of teens say experiential marketing would increase purchase consideration, while 65% say it would lead to quicker purchase
• 72% of 18- to 23-year old consumers say experiential marketing would make them more receptive to the brand/product advertising; 59% say it would lead to quicker purchase
• 60% of women say experiential marketing would be more likely to lead to actual purchase of a product/brand, vs. TV advertising (26%) and Internet advertising (14%)
• 84% of women say they'd bring family or friends to a live marketing experience, and 75% say they'd tell others about the experience—giving marketers a terrific opportunity to expand their reach and impact
• 74% of Hispanic women and 66% of Hispanic men would be more likely to consider purchasing a product after participating in an experiential marketing event
• 81% of Hispanic females indicated participating in a live marketing event would make them more receptive to future advertising
• However, Hispanics are also the ethnic group most underexposed to event marketing; 78% of all Hispanics surveyed had never before participated in a live marketing event.

The effectiveness of experiential marketing was also tested against 14 product/service categories. In 11 out of 14, consumers said their preferred means of learning about new products/services was by experiencing it for themselves or by hearing about it from someone they know, as opposed to TV, radio, print, mail or the Internet.