Emf Imi

2011 Global Experiential Marketing
Research Industry Trend Report

February 15, 2011
Erik Hauser

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Key Findings Overview
Topic Page
Introduction 3
Study Overview and Participant Demographics 5
External Trends 9
Marketing Industry Trends 19
Experiential Marketing Results 29
Best Practices Checklist 37

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EMF Overview
It is with a tremendous amount of pride that we present you with the 2011 Experiential Marketing Forum's Global Research study
conducted with our partner IMI. This is the first inaugural, global study, but rest assured that based on all of the e-mails and
phone calls that I've received - we will certainly be doing this much more frequently. The EMF will always be here to help you
with those often hard-to-find answers.
While there are certainly many things that make me proud to be the founder of the Experiential Marketing Forum, the proudest is
that we've been steadily growing for seven years, and over that time we have surpassed the 10,000 active members number.
It's been my pleasure to be able to provide this precious resource to everyone on this international scale.
As we collectively make our way towards reading the first global research report - we'd have loved to be able to answer all the
questions in one study. We chose to zero in, instead, on what we believe made an impactful, global statement. We felt that we
struck the delicate balance of hard facts and certain intangibles that both agency people and brand people really want to know
by providing everyone vital information regarding the experiential methodology, and we will certainly expand that narrative as the
research reports grow and our feedback increases.
Soon, we will be testing various forms of paid memberships that will afford members all kinds of cool stuff - but it's too soon to go
into specifics.
We are certainly going to have the first ever EXPERIENTIAL MARKETING FORUM LIVE EVENT. We are sourcing the proper
partners throughout the community that will enable us to have an EMF conference that will bring amazing value to all who
attend. We plan on working with the strongest list of speakers that any experiential conference has ever had. And, in the
interim, if you can't wait just sign your group up for an experiential session.
I want to thank the faithful that never thought we'd fail - even way back in 2004 when nobody knew what a social media
experience was - don't forget there was a time when having a "group" online was unheard of. Barbara and Max and the rest of
you - Thanks.
And Mom...I do this all with your vision and in your honor. You were, and will continue to be, my best teacher ever.

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IMI International Overview
Marketing Consulting via Consumer-Validated Insights to Maximize ROI
1. Proprietary Database
Consulting from main offices in USA, Canada, Australia, UK
10,000+ research studies; 80 categories; 15 countries
Targets on key metrics linked with in-market success
Deep across all brand activation tactics
2. Our Science ROI Metrics and Dashboard
A proven methodology that links pre stated responses to
post actual in-market performance
3. Commitment to R&D
R&D to track trends and in-market evolution
Proprietary tracking, case studies and learning modules
Keynote speakers, best practice training seminars, input
on industry standards

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Study Overview and
Participant Demographics

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This research was conducted globally by EMF and IMI
International, among Marketing Industry
Professionals.
It was completed online, between November 9
th
to
December 30
th
, 2010
Conducted among EMF community members, and
spread virally through EMF, LinkedIn and
Facebook.
Study Respondents
N= 558 respondents across the globe
Methodology and Sample

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Study Respondents:
Profession & Position
Q.1 To get started, how would you best describe the company that you work for?
Q.2 Position?
Senior
/Exec
Level
56%
Junior
/Mid
Level
44%
Senior
/Exec
Level
68%
Junior
/Mid
Level
32%
Agency
Client

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Study Respondents:
Country Breakdown
Canada
8%
USA
45%
Europe
23%
Mexico/L. America
South America
3%
Africa
6%
Asia
8%
Oceania
7%
Q.3 The area where you are personally located and work is in

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External Trends:
Economy, Budgetary Factors, ROI
Needs

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External Trends
Summary
While there is large variation in how some feel their
countrys economy will do in the next two years, almost
all are optimistic about their companys performance.
There is little connection between the expected performance of
their company and that of their economy.
Financial concerns (ROI, budgets, the economy) are
the predominant theme.
It is expected to be the largest challenge for both agencies and
client companies, over the next 2 years.
Future Outlook
Future Challenges

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Small Global Business
Large Global Business
USA
Canada
Europe
Mexico/Latin America
Oceania/Asia
Africa
Total
Agency
Client
Senior/Executive
Junior/Mid-level
New Businesses
Established Businesses
Small/Medium Businesses
Large Businesses
Future Outlook for
Your Economy and Company
Q.10 Over the next 24 months, do you believe the economy in your country will be...?
Q.11 Over the next 24 months, do you believe the financial performance of your company will be...?
Economy Company Economy Company

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Challenges Agencies and
Clients face over the next 2 years
Q.5 What do you personally believe will be the largest challenge facing MARKETERS (clients) in the next two years?
Q.6 Please explain why you believe this is the largest challenge for marketers.
Budgets
Proving
ROI
Innovation /
Remaining
Relevant
Budgets
The
Economy
Proving
ROI
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The Economy
Why Agencies face these
Challenges over the next 2 years
Agency Perspective Client Perspective
People don't have
discretionary
income.
Marketers have been trained to
function in a constantly growing
economy.
With less discretionary
marketing expenditures new
ideas and innovation will
suffer.
Budget
Cuts.
Consumer spending is down,
client budgets are tight. It
causes change in how business
is approached. Change can be
challenging.
No matter how well a product or
campaign performs, when money is tight,
results will be muted for all.

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Budgets
The state of the
economy.
With clients' budgets reduced, they will
expect to get the same services, for less
cost.
Marketing professionals are
seen as optional for many
companies [and not] an
important part of the value chain.
Marketers will have
to come up with
innovative ways to
get maximum
exposure with limited
budgets.
Between recovering economy
and re-examination of what
is essential, it will continue
to take money away from the
marketing side.
Companies are starting to get out of
the recession, but are being a lot more
careful with money they spend now.

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Proving ROI
Senior executives will be very anxious
to see positive ROI relative to
traditional advertising. The challenge is
..accurately measur[ing] the
effectiveness of these new marketing
tactics.
Clients want bottom line returns.
If you can't show the value
for every dollar spent, the
client will likely use that
money for other purposes.
Marketers are more aware of budgeting
and spending we have to show them
that we are the best value for their dollar.
In a complicated tactical world it is difficult
to determine what is working and to what
financial purpose.

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Q.7 What do you personally believe will be the largest challenge facing AGENCIES in the next two years?
Q.8 Please explain why you believe this is the largest challenge for agencies.
Budgets
Why Clients face these
Everyone has been
cutting back, and
usually marketing is
the first place.
Experiential marketing costs money and
with smaller budgets and increasing
supplier prices, there is a disconnect that is
very difficult to overcome.
Clients are being so
conservative in
spending.
An elongation of payment terms
to beyond 30 days will mean
higher risk for agencies and a
forced adoption of more risk
adverse policies.
With less budget either all costs must fall
or the budget must be used more
creatively.

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Proving ROI
Justification of budget.
Providing ROI on
engagement is more
difficult that counting
impressions or
readership numbers.
As pressure to determine ROI for brand
marketers increases, agencies must
create cool programs that also deliver on
objectives.
Because marketing is being heavily
scrutinized by upper management,
agency will be also.

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Innovation
Media agencies have demonstrated
a significant inability to change... they
have not [understood] how
consumers are changing for the
future.
In technology nothing stays the same2 yrs
ago Facebook was not a way to reach customers.
Remaining Relevant
We need to unlock the potential of
existing assets and progress them to the
next level.
Many operate traditionally basing on past
success activations and templates.
Innovation, in terms of
maximizing outreach will be
the key.
Companies are forming their own
social media staffs and have
misguided notions about traditional
media being unnecessary.

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Marketing Industry Trends:
Perspectives, Tactics to Use

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Agencies and clients both agree that experiential marketing agencies are creative,
innovative and exciting: This audience feels that they serve as a replacement to
the outdated traditional advertising agency model.
With this comes higher demands from ExM Agencies: New client expectations
revolve strongly around ROI a fit with broader trends.
ExM learning areas:
Agencies are interested in learning methods that will prove their services and
extend the brand experience
Clients want to learn how to improve their return and provide accountability.
Planned Usage of a tactic is not necessarily linked to its perceived effectiveness.
All are optimistic about experiential marketing and sampling as effective tactics,
and plan on using the tactics much more in the future
Traditional methods (TV ads, print, direct mail) are considered ineffective, and
planned usage is lower in the next two years.
While social media (Facebook and Twitter) are considered ineffective, they are
expected to be used much more in next two years.
Perspectives
Tactics Effectiveness and Usage
Industry Trends
Summary

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Words Describing
Traditional Advertising Agencies
Q.12 Please provide two words that explain your feelings about the following terms

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C
L
I
E
N
T
Traditional Advertising Agencies
Outdated
Boring
Traditional
Expensive
Lazy
Safe
Outdated
Boring
Big
Dinosaur
Slow
Evolving
A
G
E
N
C
Y
Words Describing

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Experiential/Event Agencies
Words Describing

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C
L
I
E
N
T
Experiential/Event Agencies
Creative
Innovative
Exciting
Engaging
Growing
Future
Innovative
Creative
Engaging
Necessary
Emerging
Progressive
Words Describing
A
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N
C
Y

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New Client Expectations,
for ExM Agencies
Q.18 In your opinion, what are marketers/clients expecting from experiential and
event agencies today that are new and different from 2 years ago?
C
L
I
E
N
T
Better ROI
Measurements
More
Demonstrable ROI
More
Accountability
Integrating Social
Media
ROI
Integration
More Breaking
Through
Innovation
A
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E
N
C
Y

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Topics Most Interested In:
Experiential Marketing
Q.27 What topics are you most interested in learning more about, specifically in the field of experiential marketing?
What is the 2
nd
most interested topic youd like to see more on?
C
L
I
E
N
T
Measuring and
Proving ROI
Social Media
New
Technology
Best Practices
ROI
Best and Worst
Case Studies
Measurement
and Metrics
Experiential
Marketing
A
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E
N
C
Y

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Sampling
Loyalty Marketing
End Aisle display
Price Discounting
TV Advertising
Radio
Facebook fan pages (by brands)
On-Line Advertising
Print
Store flyers : e-flyers
Flash mobs
Twitter feeds (by brands)
CRM/Direct Mail
Planned
Usage
Marketing Tactics:
Effectiveness and Planned Usage
Perceived
Effectiveness
Q.15/Q.20 Considering your experience with the following tactics, in your opinion how effective do you
believe each of these tactics are at driving sales to a brand/product or service?
Q.16/Q.21 Over the NEXT 12-18 months, how much do you believe you will utilize the tactics?

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Planned
Usage
Perceived
Effectiveness
Q.15/Q.20 Considering your experience with the following tactics, in your opinion how effective do you
believe each of these tactics are at driving sales to a brand/product or service?
Q.16/Q.21 Over the NEXT 12-18 months, how much do you believe you will utilize the tactics?
OOH/Outdoor/Advertising
Print - Newspaper/ Magazine
Radio
TV Advertising
Store flyers : e-flyers
Flash mobs
Agency Client
Agency Client
Marketing Tactics:
Effectiveness and Planned Usage

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Experiential Marketing Results:
Why ExM? Insights & Perspectives,
Agency/Client Views & Momentum

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Both Agencies and Clients agree that ExM, digital and
social media are the opportunities of the next few years.
The methods perceived as most effective for measuring
ROI are also the ones that are used most often:
Both attitudinal (research on purchase intent, brand attitudes) and
behavioral (year over year sales, positive Word-of -Mouth)
methods are deemed effective and popular for measuring ROI.
Research is a necessary tool to assess marketing effectiveness
Both Agencies and Clients describe their consumer as
savvy and increasingly hard to please
The EMF along with Event Marketer, Marketing Magazine, Ad Age
and Godins blog are the top sources for learning and insights
Future Growth & Measuring ROI
Tactic Momentum & ROI
Summary
Todays Consumer

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Largest Market Spend
Growth in Next 2 years
Q.14 In which areas do you believe will have the largest GROWTH in
MARKETING SPEND in the next two years?
C
L
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N
T
Digital
Media/Marketing
Social Media
Experiential
Marketing
Mobile Marketing
Social Media
Digital Media
Experiential
Marketing
Online
Experiences
A
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N
C
Y

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Measuring ROI:
Methods Used and Effectiveness
Driving positive WOM
Year over year sales
Attitude change
Consumer research on
purchase intent
Market share change
In-market program tracking
Changes in brand equity/value scores
Pre-market concept testing
Market mix modeling
Shipments
Nielsen/IRI data
Perceived
Effectiveness Measurement Methods Used
X
X
X
Q24.Please rate the usefulness of each of these metrics in assessing the ROI of your marketing efforts.
Q25, Over the NEXT 12-18 months, how much do you believe you will utilize the tactics?

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ROI Metrics
Words Describing

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Consumer Research
Words Describing

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Todays Consumers
Words Describing

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Top 5 Blogs and Forums
Q.25 Please provide the top 2 publications, forums, blogs, and posts that you read that do
a great job at providing value, relevance and insight to you for your profession?

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Best Practice Checklist
ROI:
Agree upfront on metrics to show ROI for marketing initiatives

Monetize the full value of experiential marketing: Breadth and Impact, beyond
the transaction

Build measurement into each marketing initiative

Standardize and compare metrics, for interpretation: Consider Cost per
Impacted consumer

Ensure scope of accountability is agreed between client and agency

Innovation:
Ensure continuous learning and being up to date with the latest media trends

Build innovation into each campaign: Test, Learn & Roll it out

Be creative in measuring ROMO (return on marketing objectives) to meet
business needs
Tactics
Continue to explore (and borrow) new uses of digital and social media for added
and extended touchpoints of experiential marketing

Build experiential marketing components into all integrated campaigns: It drives
impact!

Reconsider use of traditional mass tactics that may hinder program ROI

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If you have any questions regarding the
EMF/IMI research, please contact:
EMF/IMI
Erik Hauser moderator@experientialforum.com
Dan Hunter, Partner dhunter@consultIMI.com
Tim Bishop, Business Development tbishop@consultIMI.com

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2011 Global Experiential Marketing

Research Industry Trend Report

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