More knowledgable
Inspired
More connected to
my industry
Excited
77%
Do what is right
76%
Be honest
77%
Be good at what
they do
73%
Keep its
promises
70%
72%
Try hard to have
a positive impact
on society
72%
Be a good fit with
who I am as
a person
63%
63%
62%
80%
Return
Customers
72%
Prospective
Customers
77%
Do what
is right
76%
Keep it's
promises
72%
Try hard to have
a positive impact
on society
72%
Be a good fit
with who I am
as a person
77%
Be good at what they do
77%
Be honest
16%
No change
Increased a lot (33%) or somewhat (44%)
16%
Decreased a lot (3%) or somewhat (4%)
7%
41%
36%
31%
More knowledgable
Inspired
More connected to my industry
Excited
70%
63%
63%
62%
Aquired new clients
Overall revenue/sales increase
Increased sales from current/exisiting clients
event
occcurs
a few days
a few weeks
at least
a month
6 months to a year
30%
34%
64%
8%
77%
Attended events in the past 6 months
Attended events
6 or more months ago
72%
55%
Event decision makers
68%
Anticipated:
Reality:
Interact with the brand online
Consumers
68%
Option 1
Option 2
Option 3
Option 4
Want to talk about
the brand or
company to others
Interact with
the brand online
Visit the brand or company's website
Purchase products
or services from
the brand or company
Anticipated from
event marketers
Reality from consumers
45%
68%
Anticipated from
event marketers
Reality from consumers
70%
67%
Anticipated from
event marketers
Reality from consumers
70%
67%
Anticipated from
event marketers
Reality from consumers
70%
68%
2023 Freeman Trust Report
of consumers say their trust in a brand increased following an interaction with that brand at a live event.
Here's a snapshot of the study's top takeaways:
Live events make people feel good about themselves
Halo effects from these interactions can lead to long-term brand trust, recognition, and sales.
How attendees feel after attending a live event:
Consumers trust that brands will:
The takeaway
Connection is the key to business success. And, as this study shows, connection leads to trust. Offering an ongoing slate of in-person experiences is a sure bet for strengthening trust — with current and future customers.
Live events: your secret superpower
Freeman Trust Report 2023: Freeman commissioned Edelman DXI to conduct this comprehensive research study. Edelman Data & Intelligence conducted the survey in the U.S. from 11/1/22 to 11/16/22. Sample included 1,800 consumers/business professionals who attended an in-person event at work or outside of work and 250 event decision makers with influence and/or decision making authority over events.
...and about your brand
Live events leave a lasting impression on consumers
Length of time consumers held onto positive perceptions after attending a brand’s live event:
Positive perceptions felt by existing customers:
New business is valuable, but don’t disregard what’s right in front of you — your existing customers
The positive increase in trust following interactions at a live event:
Current metrics used to determine event success:
Trust is foundational to purchase
Attending events more often leads to greater brand loyalty.
The takeaway
Catering to existing and new customers will deliver the best return from both worlds.
The takeaway
In-person connections lead to more business.
The takeaway
®
2023 Freeman Trust Report
®
2023 Freeman Trust Report
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2023 Freeman Trust Report
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2023 Freeman Trust Report
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2023 Freeman Trust Report
®
2023 Freeman Trust Report
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2023 Freeman Trust Report
®
Let's go
Anticipated from
event marketers
Reality from consumers
45%
68%
Research
Live events mean business
Our latest study shows in-person connections lead
to loyalty and trust
2023 Freeman Trust Report
®
2023 Freeman Trust Report
®
2023 Freeman Trust Report
®
2023 Freeman Trust Report
®
2023 Freeman Trust Report
®
2023 Freeman Trust Report
®
2023 Freeman Trust Report
®
Anticipated from
event marketers
Reality from consumers
70%
67%
Assumption vs reality — what your customer actually does following a live event: