A recently-released study [PDF] released by the Path to Purchase Institute (P2PI) in collaboration with CROSSMARK and Marketing Werks touts the value of experiential marketing by way of some interesting survey findings. Consumers were asked to rate the relative importance of 5 factors affecting their image of a brand: word-of-mouth; personalized offers and messages; ads; package/logo design; and personal experience.
Personal experience was far and away the leading choice, with 64% of shoppers saying it was their most important factor affecting their image of a brand. Read the rest at MarketingCharts.
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