Event Marketing Works

A new survey shows in-person events can boost purchase intent as high as 52%, according to a recent article in BrandWeek. If consumers attend brand-sponsored events--such as sports championships, walkathons and theme parks--purchase intent translated directly into sales about 50% of the time. And, sports-related events have the greatest impact.

"The special value of events, sponsorships and trade shows has to be considered, " said Raymond Pettit, co-author and svp at MarketShare Partners in Los Angeles. "There are many connection points you can build at an event whether it is emotional, aspirational or awareness building--it goes beyond just counting audience attention."

I wonder, though, about people that attend these events, wouldn't they be more likely to buy the product anyway? Just the fact that they are attending the event shows a pre-disposition to like the brand.