Live Events Are King for Getting People to Recommend and Buy Brands

Music makes people feel the most positive

Word-of-mouth marketing may be the hot new trend, but when it comes to getting people to recommend a brand, nothing gets people talking up a brand like live experiences do, a new study shows. Momentum Worldwide surveyed more than 6,500 people in nine markets globally to compare the impact of 23 types of brand experiences, including watching TV commercials, visiting a brand’s social networking page and attending a branded music, sports or other event. Among the takeaways: Attending a branded live experience drives 65 percent of people to recommend the brand and 59 percent to buy it at retail afterwards.   

Illustration: Carlos Monteiro