WHERE THE REAL
CUSTOMER LOYALTY LIES
Over one-half (56%) of those following the performing arts say they would “Almost always” or “Frequently” buy a product sponsoring arts or cultural events over one that does not. Only 36% of NFL fans, 34% of America’s Cup enthusiasts and less than one-fifth (17%) of Olympic Games audiences would choose products based on their sponsorships.
Almost one-half (48%) of Americans with an interest in performing arts indicated that they hold a “Higher” trust in companies that sponsor these events compared to those who do not, while only 16% of Olympic Games enthusiasts claim a “Higher” trust in their sponsors.
-Performance Research, 2015
Here they are. Numbers even for Millennials, Gen Z and GenA. Each and all confirm why corporate sponsorship of carefully-chosen performing arts events results in deeper, lasting customer loyalty.
- 89% of consumers say: “Brand me”: my purchases reflect what I stand for and believe in: 89% are loyal to brands that share their values (Wunderman)
- 88% of consumers say: “Go above and beyond”. It’s more than surprise and delight: 88% want to engage with brands that are setting new standards. (Wunderman)
- 88% say: “Blaze a trail. New ideas Matter”. 88% want brands to push the boundaries. They want to engage with brands that are setting new standards in meeting their expectations. (Wunderman)
- 79% say: “I want you to want me”: Consumers want brands to adapt to their needs: 79% only consider brands that show they understand and care about me before they are going to consider purchasing.” (Wunderman)
- Up by 70%: Since 1987, the share of consumer spending on live experiences and events relative to total U.S. consumer spending increased 70%. People want to experience more, and businesses are evolving and entering the market to meet that demand. (Eventbrite)
- 63% of consumers say: The best brands exceed expectations across the entire customer journey (Wunderman)
- 62% of consumers, almost two-thirds, believe the best brands succeed in making their lives easier. And that doesn’t just mean great products, either. (Wunderman)
- 56% are more loyal to brands that “Get me”. Brands must demonstrate at every step in the customer journey that they understand what consumers need and want. 56% feel more loyal to brands that show a deep understanding of their priorities and preferences. (Wunderman)
- 55% of U.S. consumers recommend brands or organizations to which they are loyal to their family and friends. (Eventbrite)
- 41% of U.S. consumers are loyal to organizations that present them with new experiences, products or services (Accenture)
- 37% of U.S. consumers show loyalty to brands that actively support shared causes, such as charities or public campaigns (Accenture)
What about those millennials we’re all trying to reach?
- 87% of millennials donated to a nonprofit in 2013. (Women’s Wear Daily)
- 78%, more than 3 in 4 millennials, would choose to spend money on a desirable experience or event over buying something desirable. (Eventbrite)
- 75% say it’s either fairly or very important that a company gives back to society instead of just making a profit. (Women’s Wear Daily)
- 72% say they can’t get enough and would like to increase their spending on experiences rather than physical things in the next year. (Eventbrite)
- 69% believe attending events makes them feel more connected to other people, the community, and the world. (Eventbrite)
- 64% say they’re more brand loyal or as brand loyal as their parents. (Women’s Wear Daily)
- 55% say they’re spending more on events than ever before, with no signs of slowing. (Eventbrite)
- 48% feel more loyal to a brand that provides interesting experiences, compared to 35% of Gen X and only 17% of Baby Boomers. (Women’s Wear Daily)