Modern consumers are becoming more sceptical of marketing
information - instead of listening to the ads and swallowing the hype, they're much more inclined to seek out information from sources that they trust… 'People' - or 'word of mouth' is now the number one most-trusted source of product information on a global scale, with advertising a distant second. Seventy per cent of consumers across the globe trust friends, family, or other people first when searching for information or ideas on products to buy. Advertising ranks second globally (59%), followed by editorial content (55%) and online resources comes fourth at 18%.
Brand Strategy - ‘The global rise of word of mouth’ - October 2006
Live experiential events are becoming a more focused and established part of the marketing mix in a world where brands want results
and consumers want more than a message… The marketing
communications industry can always be trusted to re-invent itself
and emerge with a marketing tool to suit the changing mood of consumers. And so experiential marketing is the concept that is being offered to clients who are keen to spend ever-decreasing amounts of money in more productive ways.
Marketing Week - ‘Brands come alive’ - January 2007
“The secret to our enduring brand lies in delivering an experience rather than just a collection of products”.
Harley-Davidson Annual Report, 2001
“Revenue growth has everything to do with advocacy”.
Shaun Smith, FT Knowledge Company
“This is the dawning of the age of experience. The age of experience. Experience! Experience!”
Bernd Schmitt, CEO, The EX Group Inc.