To better understand how marketers see brand experience in the context of the overall marketing mix, we commissioned SSI to conduct an independent, global study. Over 1,000 marketers across North America, Asia, and Western Europe shared their views on the effectiveness of the channel, budget, digital and technology integration, and more.
To celebrate Global Exhibitions Day 2017 and the power of brand experience, the following insights paper delves into four key Western European themes we’ve identified from this research, backed up by statistics and commentary from industry experts, including Exhibition World, Freeman, ExCeL London, UFI, Forest Exhibitions Ltd., the AEO and ESSA.
The Power of Brand Experience in the Exhibition Industry discusses key research findings, such as:
- Which goals brand experience is effective at achieving
- Why personalisation creates a stronger connection
- Budget allocation for brand experience is increasing
- Measurement is important, but marketers struggle to effectively measure