The news: Research commissioned by ZEAL Group found that 96% of UK adults who attended or viewed a live brand experience took some form of action afterwards — whether purchasing, sharing, or engaging further. However, only 26% of UK adults recall seeing a brand experience, highlighting the reach challenge for activations.
Why it matters for MICE operators: This data strengthens the ROI argument for corporate clients investing in experiential events and activations. Indian operators can use these findings to justify higher budgets for immersive event design, interactive technology, and measurable engagement metrics. The stat also reveals the opportunity: with recall at only 26%, there's massive upside for operators who invest in memorable, shareable experiences that cut through noise.
The takeaway: Build measurement frameworks into every activation proposal to quantify post-event consumer action and justify investment to corporate clients.
Source: Conference News