Live Events Consumer Behaviour Data & Privacy

How live events can drive loyalty through meaningful moments

By Mickey Wilson, Chief marketing officer

Freeman EMEA


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March 30, 2023 | 7 min read

Research by Freeman and Edelman DXI shows that, for existing consumers, the positive impact on brand trust through live events was felt more than six months after the event, Freeman’s Mickey Wilson reports.

Central Harbourfront Event Space, Hong Kong

Brand loyalty is earned through creating meaningful moments / Hiu Yan Chelsia Choi

With today’s multi-generational workforce, changing consumer expectations and a fragmented media landscape, building trust and loyalty with consumers has never been more critical.

Consumers have more options than ever before, and they are increasingly focused on aligning their purchases with their values and goals. This means that companies must go beyond traditional marketing tactics, rethink their strategies and forge genuine human connections with their audiences. 

Qualtrics 2023 Consumer Trends Report revealed consumers increasingly want human connections with brands and consumer loyalty will be won through these personal connections, not pure efficiency. Happy customers buy more and are more likely to share their positive experiences.

Forging connections should play a powerful role in a company’s marketing mix. New research commissioned by Freeman (through Edelman DXI), The Freeman Trust Report 2023, looks to quantify the trust and loyalty impact of live events in the context of these new dynamics.

The research shows that 77% of consumers say their trust in a brand increased following interactions at a live event and 64% of consumers say the halo effects of that interaction last at least a month, resulting in long-term brand trust, recognition, and sales. Importantly, with existing customers, the positive impact of live events was felt more than six months later with 55% reporting residual positive perceptions.

Connecting with audiences in a genuine, authentic way is therefore the key to engaging today’s consumers. We outline here three strategies for enhancing brand trust and loyalty through the power of human connection.

Create meaningful moments

Consumers are re-evaluating their lives and needs and subsequently want to feel heard and valued by the brands they engage with. To build trust and loyalty, organizations must focus on creating meaningful moments that align with their audience’s values and goals.

Providing opportunities for audiences to engage with the brand and each other, creating personalized content that resonates meaningfully, or partnering with like-minded organizations to drive social impact.

Brand loyalty can’t be bought. It must be earned through personalized, authentic experiences every step of the way. Meaningful events influence consumers on many levels; they humanize brands, increase loyalty, and spread not only messaging but something much more powerful: joy. 

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Go where your audience is

With Gen Z’s buying power on the rise and their increased attendance at live events, brands need to understand what is important to this audience and how to connect with them on their terms. Gen Zs expect authenticity and creating that level of connection through human interaction is powerful.

Understanding where your audience is physically and creating experiences that are tailored to their needs and preferences will drive long-term engagement. Done well, an event creates content that can be shared across other media channels and keeps your audience engaged, extending the impact and value of that face-to-face interaction.

Keep it consistent

Creating authentic, feel-good moments is only the first step and needs reinforcement over time. To maintain trust and loyalty, businesses need to be consistent in their efforts to connect with their customers and like advertising strategy, an events strategy should be developed for continuity.

Freeman The Power of Live Events report

Our research shows that 72% of all consumers who have experienced a brand at a live event are significantly more likely to have positive perceptions of the brand, potentially lasting six months or more.

Top of mind is still the holy grail of marketing. It is essential to plan a strategy that reflects constant live touch points and the chance to interact and build relationships.

Ultimately, building brand trust and loyalty through human connection requires a fundamental shift in the way that businesses approach marketing. Events and the opportunity for meaningful connections are more valuable than ever in the marketing mix.

By creating authentic moments that matter for consumers, going where their audience is, and keeping it consistent, organizations can enhance brand trust and loyalty and create long-lasting relationships with their customers. In summary, don’t underestimate the value of in-person interactions to your brand.  

Live Events Consumer Behaviour Data & Privacy

Content by The Drum Network member:

Freeman EMEA

Freeman is a global event & experience agency designed for modern times.Freeman EMEA delivers positive impact through moments that matter.

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