Brands’ ongoing desire for loyal customers and working Americans’ desire for in-person experiences have a growing commonality: live events.
New research from The Harris Poll on behalf of TFL surveyed 2,001 American full-time employees ages 18+ to understand why the demand for live events is so high and how brands can capitalize on it.
The survey found that most Americans attending live events want more than just a night out – four in five (82%) Americans agree that they experience at least one benefit from attending live events.
– 56% say it gives them something to look forward to.
– 52% say it helps them live in the moment.
– 51% agree that live events give them a break from their day-to-day routine.
– 40% agree it relieves their stress.
– 32% say it makes them feel connected to others.
– 23% of respondents agree that it gives them excitement from sharing on social media – including 37% of Millennials.
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The majority of Americans (64%) even say they want to attend more live events in the next year, with the average American wanting to attend 11 more – the biggest reason being they feel a greater need to unwind/release stress (55%).
Despite the high interest in attending more events, seven in 10 (68%) Americans say they’ve missed seeing their favorite artist/sports team before because of the ticket’s high price, with 63% agreeing that they can’t afford to see as many live events as they’d like to. Another 67% say scoring tickets for live events is an exhausting maze to navigate.
That leaves brands with a major opportunity.
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Brands’ Benefits
If consumers were allowed to use a brand’s loyalty or rewards points to pay for live event tickets, three in four (74%) Americans say they would attend more live events, with the average American attending nine more if they could use loyalty or rewards points.
Consumers aren’t the only ones benefiting from filling the hole. If a brand allowed customers to use their loyalty points for live event ticket purchases:
– 64% of Americans would recommend that brand to others.
– 63% would use that brand instead of a competitor.
– 62% would spend more money with that brand.
– 61% would think more highly of that brand.
Live Events > Other Rewards
While there are other options to reward loyal customers, nothing compares to live events for most Americans.
Three in four (72%) agree that “the memories I have from live events outlast the memories I have from things I bought” and that “live events make me feel like I’m living my best life.” These sentiments are especially true among Millennials (81% and 82%, respectively).