In partnership with the Experiential Marketing Forum, EMF, two research articles have recently been posted to the IMI International Downloads page. These articles cover topics ranging from, first, 2010 Olympic Fan Engagement as it relates to fit and passion to the property, and second, where shopper marketing and experiential marketing can best align.
Insights from the 2010 Vancouver Olympic Games:
IMI International completed an extensive consumer study that highlights how sponsoring brands performed at the Games. As is relates 
to experiential marketing, IMI International learnings showed that highly engaged fans who follow their sports properties closely has a direct impact on brand attitudes and purchase intent. It’s clear that the bigger the fan, the stronger the increases in these critical ROI measures.
Shopper Marketing Insights:
Shopper marketing grows in importance for brands, agencies and retailers, and measuring its full impact is also growing in importance: Understand the direct and peripheral impacts that experiential marketing can generate in stores. In this case study, experientially-activated shopper marketing campaigns show that they can change purchase shopping behavior patterns over time. For marketers, agencies and retailers, it’s important to remember that effective measurement should capture the full ROI impact including featured and peripheral brands. Be sure to get all the credit you deserve!
For more information on the EMF, visit http://www.experientialforum.com/ where you can join to receive regular updates on the latest experiential news, research and insights. The EMF / IMI International research articles are also available for viewing on IMI International’s Downloads page.
Tags: Brand Activation, Brand Marketers, Consumer Insights, EMF, Engagement, Experiential, Marketing ROI, Measurement, Olympics, Shopper Marketing, Sponsorship