BOSTON, June 23 /PRNewswire/ -- Jack Morton, the global experiential marketing agency, has just released the results of its most recent survey. The study, conducted by Exhibit Surveys in the spring of 2009, was answered by over 400 marketers in North America, Europe, Asia and Australia.
Coming at a time when marketers are grappling with economic pressures and the need to do more with less, the results provide insight into how marketers plan to allocate spend to meet their immediate needs.
Marketers overwhelmingly agreed that outreach is critical in tough times - 68% said marketing is 'an investment, not an expense.' Yet over half said that brand stakeholders are 'not engaged enough right now.'
An impressive 85% of marketers said they plan to maintain or increase spend on experiential marketing as a percentage of the overall marketing budget in the year to come; 44% said they'd increase experiential spend.
What's behind this commitment to spend? 73% said experiential benefits their organizations by generating sales and leads in the short term. 89% said experiential marketing helps them build better long term relationships - the #1 overall priority among marketers surveyed.
'The fact that marketers are so committed to maintaining and even increasing their experiential spend right now is great proof of how effective they think it is for achieving both short-term and long-term goals,' said Josh McCall, Chairman and CEO of Jack Morton. 'Whether live, online or both, experiential gives them a way to generate sales and leads now and to build stakeholder relationships for the future.'
Jack Morton published results of its 2009 Marketing Survey in a white paper available for download at jackmorton.com/takeaway/downloads. Additional information, including breakdowns by geography and industry vertical, is available by request.
Leading experiential marketing agency Jack Morton Worldwide creates multidimensional experiences that inspire key stakeholders to new insight, action and advocacy. Integrating live events, branded environments, virtual events and interactive media, the agency engages consumers, business partners and employees, helping clients build brands, improve performance and increase sales. Jack Morton has a staff of 500 employees in the US, Europe and Asia-Pacific, and is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at http://www.jackmorton.com/
SOURCE Jack Morton
