Freeman Releases Brand Experience Survey Results, Acquires Fusion Brand Experiences

June 27, 2017

A recently released independent global study demonstrates that CMOs, brand managers and event planners across the world are putting more emphasis on in-person brand experiences.

This is according to the 2017 Freeman Global Brand Experience Study, conducted by Freeman and SSI, provider of data solutions and technology for consumer and B-to-B survey research, which polled nearly 1,000 marketing professionals across North America, Asia and Western Europe in roles focused on both B-to-B and B-to-C segments.

The results confirmed that brand experiences matter to marketers, who trust well-designed, sensory experiences to build relationships, drive sales and appeal to new audiences, and that brand experience now is more central to their roles than ever before.

As marketers see the positive results from immersive, personalized brand experiences – encompassing everything from events, trade shows, sponsorships, virtual and hybrid events and exhibits, to permanent installations, virtual or augmented reality experiences and cutting-edge pop-ups – they expect to increase spend in this area to get closer to customers, build loyalty and remain top-of-mind in purchase decisions.

“The role of brand experience continues to increase in scope and importance as audience expectations evolve,” said Chris Cavanaugh, Freeman executive vice president and CMO.

He continued, “Steep competition, changing demographics and more sophisticated audiences mean now, more than ever, marketers need new approaches. The right brand experiences have the power to evolve brands, build relationships and inspire action. Our new research helps us understand brand experience as a medium of the future.”

Those polled believe both B-to-B and consumer audiences seek more personalized interactions with brands, with more than nine out of 10 agreeing that brand experiences deliver stronger face-to-face interactions and more compelling brand engagements.

In addition, more than two-thirds of survey respondents agree that brand experience is an effective way to reach their organizations’ goals.

Key survey findings include: 

·      By and large, marketers feel brand experience is great for building loyalty, with 59 percent of CMOs recognizing brand experience for its ability to create ongoing relationships with key audiences.

·      As marketers realize the value of brand experiences, they are shifting spend, with more than one in three CMOs expecting to allocate 21-50 percent of their budget to brand experience marketing over the next three to five years.

·      Marketers believe in customizing experiences to create stronger connections, yet they may not be moving fast enough by taking advantage of the extensive array of game-changing technology now available. Currently, the top three tactics being used to drive brand experience are standard methods: website (58 percent), social media (57 percent) and email marketing (51 percent).

·      Companies involved in more than 20 events per year are taking greater advantage of more immersive, interactive technology tools, including interactive touch screens, location mapping, virtual reality and gamification.

·      In Asia especially, marketers appear to be early adopters of more immersive, interactive technologies, with 42 percent tapping into sensory interaction as a way to personalize brand experience, compared to 28 percent in North America and 13 percent in Western Europe.

·      Brand experience is growing across all sectors, yet when looking at marketing roles within an organization, there is a disconnect that provides an opportunity for greater alignment. For example, 48 percent of CMOs value brand experience for its ability to showcase thought leadership, yet that number drops to 33 percent among brand managers and 28 percent among event planners.

·      Fifty-eight percent of CMOs believe that brand experience helps increase advocacy, yet those numbers drop by 13-18 percent when considered by brand managers and event planners.

To read more insights or download the full survey, go here.

In keeping with its mission to deliver immersive and engaging brand experiences for its clients, Freeman also recently acquired Fusion Brand Experiences.

Known for its strategic communications and marketing expertise, along with the ability to develop innovative creative solutions to deliver engaging experiences, the Philadelphia-based boutique agency will now become part of FreemanXP.

“Like Freeman, the team at Fusion are storytellers who make brands relevant to the lives of those they touch,” said Dan Hoffend, FreemanXP president.

He added, “The addition of Fusion to our existing team at FreemanXP enables us to offer our growing global client base best-in-class expertise across every aspect of brand experience marketing. We are incredibly happy to welcome Fusion to Freeman.”

Also joining Freeman is Fusion President Steve Lajoie, an Emmy award-winning director who has led several successful marketing agencies over the last 25 years.

“We are so excited to join Freeman,” Lajoie said. “Brand experiences continue to grow in significance for companies looking to connect with their customers, employees, shareholders, partners and consumers.

He continued, “Creating experiences that surprise and engage while advancing business objectives has been our mission since the inception of Fusion, and we are thrilled to have the power of Freeman behind us to accelerate results for our clients.”

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.