MKTG launches Frontier X survey

Agency MKTG has launched a brand experience marketing survey designed to help inform a consequent White Paper in what MKTG’s managing partner Sarah Hazlehurst describes as ‘an open resource for the experiential community’.

The online survey, which takes 5-10 minutes to complete is also rewards participants with a draw for Amazon vouchers

These are the key topics in this inaugural year of Frontier X:

  • Measurement – return on experience
  • Convergence of Experiences (physical and digital)
  • Sustainability and Purpose
  • Market trends and confidence

Field Marketing questioned MKTG’s UK managing partner Sarah Hazlehurst about the survey:

Who are you anticipating will participate in the survey and from which countries?

We are expecting a diverse mix of respondents, from across the experiential and live events sector. This will include brands, agencies, rights holders, media owners and delivery partners alike. The survey is distributed globally, but we anticipate a stronger European field.

What excites you about the Frontier X project?

At a time of so much uncertainty in the world, we want to seek out the opinions of those who work in the live events industry as it has certainly been an ‘interesting year’ for us all to put it mildly! Finding out peoples’ viewpoint on everything from the convergence of experiences (physical and digital) to future confidence in the market will be invaluable in helping us to adapt to ensure continued success in the future. There might be a continued appetite for seeing more virtual events, or it could be a stronger link to activations that have a social purpose at the heart. Whatever our findings, I am sure there will be a lot of great insights to emerge from this report.

What do you hope to do with the resulting White Paper?

The resulting white paper will be an open resource for the experiential community, to help everyone understand the current trends we are experiencing. As with our survey on the sponsorship industry, Frontier, we will also be hoping to educate and empower the sector through keynote addresses, be that virtually or in person.

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