NEWS & UPDATES

June 10, 2008 In By Advent

Viral Events: Create Word of Mouth Buzz

Make a splash with Viral Events

A recent poll released by the Event Mar­ket­ing Insti­tute dis­plays the sig­nif­i­cant viral impact cre­ated by events.  Like con­cen­tric rings in a pond, the energy from your event spreads beyond the ini­tial splash.   

An arti­cle released in The Earth Times reports that the sur­vey which included over 1,100 indi­vid­u­als found that: (Read the arti­cle) 

–  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 sig­nif­i­cance of these sta­tis­tics are mag­ni­fied in light of stud­ies like those high­lighted in a recent emarketer.com arti­cle (Read the arti­cle).  Find­ings by Gfk Roper, Dou­bleClick, and Niel­son all iden­tify per­sonal rec­om­men­da­tions as the most trusted source of infor­ma­tion about a prod­uct or ser­vice.  Word of Mouth is the num­ber one influ­encer of con­sumers′ pur­chas­ing deci­sions.  It is key.  But you can’t go look­ing under the couch cush­ions for this key. 

Word of mouth phe­nom­e­non is a fickle elu­sive white stagg for mar­keters world­wide.  But Mar­keters seem to be get­ting the idea.  Laura Ramos of For­rester Research points to a sur­vey of 238 b-to-b mar­keters and asked how their spend­ing plans would change in 2008.  Fifty-four per­cent said they would spend more on events and sem­i­nars (Read the arti­cle).  This seems to be a wide­spread trend that is gain­ing momen­tum as busi­nesses real­ize the poten­tial of cre­at­ing a viral word of mouth buzz through tar­geted events. 

by Bill Taylor

Advent thrives at the fore­front of the cut­ting edge expe­ri­en­tial mar­ket­ing indus­try and for 20 years has helped rapidly grow­ing com­pa­nies com­mu­ni­cate the essence of their brand and vision by cre­at­ing engag­ing events, envi­ron­ments, and exhibits.  Based in Nashville, Ten­nesse, the com­pany is a cre­ative indus­try leader with For­tune 500 clients like VF Corp and Mars, Inter­na­tional. For more infor­ma­tion, visit www.adventresults.com.

Authored By Advent

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