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Over Half of UK Consumers Will Purchase When Branded Experiences Are Combined with Social Media

What is the value of combining live brand experiences and social media? Social media consultancy, immediate future and, brand engagement agency Electrify joined forces to find out.

London, United Kingdom, June 02, 2014 --( Research, out today, of over 1,000 UK respondents reveals the power of connecting social media with live branded experiences: Live Brand Social. Results show an increased propensity to purchase, with over half buying or planning to buy products and services. Insights also reveal that 54% will find out more about the brand online and 46% will visit the brand in-store as a consequence of Live Brand Social.

The study commissioned by brand engagement agency Electrify in partnership with social media consultancy immediate future, looks at the increasing relevancy between social media and live brand experience (coining the phrase "Live Brand Social"). The value of combining these two marketing activities extends beyond propensity to purchase. Results show that Live Brand Social drives longer-term behavioural change as 38% will become regular customers and 37% will continue the relationship on social media by following a brand page or profile.

Katy Howell, CEO at immediate future comments, “We know that mobile increasingly connects the real world with social on a daily basis. Live Brand Social is a potent combination for brands. It impacts consumer behaviours, increases loyalty, positivity and advocacy. Get it right, and not only will 53% go on to purchase, but almost half (49%) will feel more positive about the brand, 54% will recommend products and services to a friend.”

In fact the correlation between mobile and Live Brand Social is very strong indeed - 69% of survey participants use mobile devices to share content on social media from live branded experiences. And in a world where brands are focused on creating social content, this combination delivers and extends the relationship. The survey reveals that 42% of users that read about the experience on social sites were more inclined to buy despite not having personally attended.

“We were surprised by the motivations that inspired people to share content on social media via mobile,” explains Shaz Smilansky, Executive Creative Director & CEO at Electrify. “Only 23% wanted to share so they could brag to friends. And it wasn’t even the format of the live branded experience that appealed either. We found that the consumers were most likely to share on social media if the experience was unusual, entertaining or relevant!”

The full report shows that a live brand experience is the likeliest marketing activity to be shared online (56%), ahead of TV adverts (44%) and newspaper/magazine articles (49%), while only a third of respondents would share press adverts.

About Electrify
Electrify is a brand engagement agency, for the new era of "experience brands." For brands that know that how they behave, is even more important than what they say.

We design integrated marketing communications that are content driven, and built around live brand experiences. We offer brand strategy, creative thinking, and create long-term global brand platforms that drive brand advocacy and ultimately evangelism.

Our CEO and founder, Shaz Smilansky wrote "Experiential Marketing - a Practical Guide to Live Brand Experiences." We work closely with the London Metropolitan University and co-developed the Masters Degree "Digital Meets Experiential" as well as regularly running workshops and seminars for senior marketers and C-Suite executives, globally.

Consumer insights propel our strategies. We develop "big ideas" that are authentic and personally meaningful to audiences whilst staying accountability and ROI driven, always measuring the tangible business impact of what we do.

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