The huge growth in the field of experiential marketing appears to be the result of the
effect of the numerous success stories cited in the media. As Kerwin (2004, p. 94) states
“the beauty of a well designed experience is that while it doesn’t reach nearly as many
people as a TV spot, it can attract the very customers who are most likely to buy”. The
evidence seems to support this contention, for example, research undertaken by SRI, an
international market research organisation, found that experiential marketing drove
faster results than traditional methods, with consumers suggesting it led to quick
positive purchase decisions. Amongst certain groups, younger consumers and females,
the results were even more encouraging (Allen, 2005).