Brand-sponsored events boost purchase intent

Brand-sponsored events boost purchase intent
Tags: Consumer Behavior, Department Stores, Marketing, Online Retailing, Pharmacy/Drugstores, Psychology, Retail - Apparel, Retail - Automotive, Retail - Convenience Stores, Retail - Electronics, Retail - General, Retail - Home Center, Retail - Mall, Retail - Warehouse, Shopper Marketing, Specialty Stores, Supermarkets & Grocery Stores
January 28, 2008

BrandWeek: A new survey shows in-person events can boost purchase intent by as much as 52 percent. According to the report, released this month by the Advertising Research Foundation, New York, purchase intent — a customer's stated interest in buying a product — rose 11 to 52 percent among consumers who attended brand-sponsored events including sports championships, walkathons and theme parks. Such purchase intent translated directly to sales about 50 percent of the time, the report states.

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