Study: Insights on Fan Engagement for Marketers Creating Consumer Experiences

Posted on by Chief Marketer Staff

For brand marketers that use fan-centric experiences to engage consumers, increase brand awareness and affinity and lift sales through on-site purchases, keeping up with what motivates fans and what tactics will ensure a positive experience is critical. To prep marketers for the upcoming music festival season, Event Marketer looks at insights from Thinkwell’s annual Guest Experience Trend Report to help marketers shape their upcoming activations.

With so many experiences at a fan’s fingertips—particularly at an event like a music festival—brands should offer exclusive access to consumers, whether it be content, merchandise, food and beverage or photo ops. The good news is that spending at events in on the rise. It’s grown by $5 billion per year in the U.S. alone over the past decade. Nearly half of respondents said they were willing to spend up to $1,000 for an experience and another 17 percent said they’d spend up to $2,500. In light of this, marketers should consider making exclusive merch available to fans, who may spend up to 40 percent of their event funds on such items, according to the study.

Another aspect consumers pay attention to is logistics. They appreciate a well-organized layout as well as simple lodging and transit solutions. The study also reveals that fans will go the distance to join their tribe, with 71 percent of the 1,100 U.S. consumers surveyed saying they’d travel up to 500 miles for a fan event. For a deeper dive on the study, read more in Event Marketer. And for a guide to engaging super fans, discover insights from Syfy, Comedy Central and Nestlé.

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