BtoB -the magazine- and the Business Development Institute (BDI) conducted a survey on "experiential marketing programs" to find out
- Who is using them
- How important the are for the future of marketing
- How result are measured, usf.
The results according to Kate Maddox on btobonline.com (6-Sep-2006)
"... a vast majority of b-to-b marketers use experiential marketing programs and say they are important to the future of marketing, most do not measure the results of their experiential marketing efforts ..."
Some results from the survey:
The leading types of experiential marketing programs for b-to-b marketers
70,8 % Industry conferences
59,4 % Large trade shows
59,1 % Proprietary events for customers / prospects
54,7 % Online events (webcasts, survey)
39,9 % Trials, Testdrives, Giveaways
37,6 % Partner events
33,6 % Branding events
24,5 % Employee events
18,5 % Sporting events
Importance of experiential marketing programs
57,1 % said experiential marketing is important or very important to the future of their company
64,1 % said it is important or very important to the future of b-to-b marketing.
How they measure
67,9 % measure the number of qualified sales leads
43,8 % measure revenue attributed to experiential marketing programs
32,8 % measure the impact on a company's brand
15,4 % measure revenue attributed to third party sales channels due to
(64.5% of marketers do not have a system in place to measure the effectiveness of experiential marketing programs.)
Read the article on b2bonline.com
Or (and) download the full report (PDF - after registration)
If I look at the published data, I recomment b2bonline and bdionline, they should repeat their survey and remove all (not so) experimental marketing programs listed above and survey about real "experimental marketing programs" ... (I find, they make the same mistakes we find e.g. at Nielsen Reports schemata, still considering e.g. Direct Mail and Online Advertising as "non-classical means" of advertising ...
(Method: Online survey of 299 b-to-b marketing professionals - July / August 2006)