Experiential Marketing - leads to trials.

If you are trying to get consumers to try a product / brand that they do not normally buy / use - do not rely on your ad campaign to transform behavior.

Recent results of a research undertaken by EMF and IMI International in the US, where they asked consumers what influences them to purchase brands they don’t normally purchase, and which of the tactic has the greatest impact in that switch gave the following results;

While 52% by way of Experiential Activated and hence more one on one marketing is exciting - what is even more impressive is that this has stayed consistent over the last 15 years - where-in there is so much of a change in the media consumption pattern.

Nice to note, promotion is another 20%.

Awareness driven communication, does drive sales, but only to the extent of 24%.