GMR Marketing Releases Experiential Research Study: Experiential EQ

MILWAUKEE, Jan. 29, 2018 /PRNewswire/ — GMR Marketing, a global sponsorship and experiential leader, announced today the release of a groundbreaking new research study about creating brand trust through uniquely human moments at live experiences. For so long, marketers have relied heavily on data alone for the answers-GMR’s new research goes beyond the what, and unearths the why driving consumers’ actions at live events.

The new study reveals why consumers are drawn to live experiences, and explores how brands can use this understanding of human emotion to augment data-driven marketing.

GMR visited live events across North America, from the runway to the rodeo, collecting data through interviews, on-site surveys and online panels from more than 2,000 experience seekers.

“The conversations took place in environments that ignited powerful emotions for the interviewees, giving us the necessary insights to discover the why,” said Elke Zysk, executive vice president of strategy + insights at GMR Marketing. “Human moments create the meaning we crave, and those moments become the anchor for trust, connection and memory making.”

For brands, the report exposes the needs that consumers seek to satisfy through memorable, live experiences. Brands can intensify the significance of live experiences by crafting distinctive memories to satisfy these needs.

“As humans, we are constantly making memories, and some of the most memorable times are the outcomes of intentional experiences,” said Zysk. “This is where brands can add the most value and connect with their consumers on a human level, by engaging them in an emotional state meaningful to their surroundings.”

People are skeptical of institutions, corporations, the media, and of course marketing-only 19 percent of consumers interviewed for this research believe what marketers tell them about products. The growth of experiential, however, has the potential to forever change and enhance the way brands reach consumers. GMR’s experiential need states framework gives brands an entry point for satisfying these emotional needs-building engagements that drive relevance, spark emotional connection and ultimately stimulate the personal memory making that will influence attendees long after the event is over.

For more information, or to view GMR Marketing’s full experiential research study, visit or find us on FacebookLinkedIn and Twitter.

About GMR Marketing 
We believe experience matters. Founded in 1979, GMR is an innovative global sponsorship and experiential leader, connecting brands and their consumers through shared passions. We change how people think, feel and behave through the power of experience. Experiences founded on data, rooted in insight, grounded in strategy, designed meticulously and executed flawlessly. Our passionate global team creates, consults and activates in more than 70 countries, covering every continent from 27 offices in 14 countries. We’re headquartered in the United States and are part of Omnicom Group Inc.

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