China consumers give events thumbs-up

Four out of every five consumers in China and Hong Kong would be more likely to consider buying a brand after taking part in an experiential marketing event, according to a global survey from Jack Morton Worldwide.

The 2006 Experiential Marketing Survey canvassed the opinions and attitudes of more than 1600 consumers from China, Hong Kong, the US, UK and Australia. Among the topline results was the finding that 82 per cent and 75 per cent of China and Hong Kong respondents respectively would be more likely to consider purchasing a brand after participating in a live event, with 82 per cent in Greater China believing an event will give them more information than other mediums.