Ms. Adverthinker

A new survey shows in-person events can boost purchase intent as high as 52%, according to a recent article in BrandWeek. If consumers attend brand-sponsored events–such as sports championships, walkathons and theme parks–purchase intent translated directly into sales about 50% of the time. And, sports-related events have the greatest impact.

“The special value of events, sponsorships and trade shows has to be considered, ” said Raymond Pettit, co-author and svp at MarketShare Partners in Los Angeles. “There are many connection points you can build at an event whether it is emotional, aspirational or awareness building–it goes beyond just counting audience attention.”

I wonder, though, about people that attend these events, wouldn’t they be more likely to buy the product anyway? Just the fact that they are attending the event shows a pre-disposition to like the brand.