New research from event insights group Freeman, in partnership with Edelman Data and Intelligence, examines the impact of face-to-face interactions on brand loyalty and trust and how in-person interaction impacts trust and loyalty for brands in the U.S.
Survey data from the newly released Freeman Trust Report 2023 demonstrates a clear correlation between face-to-face interaction at live events and brand trust, revealing that more than three-quarters (77 percent) of all respondents—and more than 8 out of 10 millennials—say they trusted brands more after interacting face-to-face with them at live events. The halo effects from these interactions lasted at least a month for 64 percent of people surveyed, resulting in long-term brand trust, recognition, and sales.
Nearly three-quarters (72 percent) of respondents who attended an event in the past 6 months say they were significantly more likely to have positive perceptions of the brand, and 77 percent of respondents who interacted with a brand at a live event left with greater trust that the brand would do what is right.
Following an event, audiences across all generations feel good about themselves—more knowledgeable, more inspired, and more connected to others than before, the report says. And talking to people representing brands leaves attendees with positive perspectives on the brand’s character and values. Integrity makes a lasting, positive impression.
“A brand’s most valuable asset is the trust it builds with its customers,” said Mickey Wilson, chief marketing officer at Freeman, in a news release. “Freeman’s new research makes it clear that the companies who engage with their customers at live events build significant trust and loyalty. When considering the volume of marketing channels available to brands today, live events stand out for their unique ability to foster the connections and relationships companies most urgently need.”
Download the full report here.