Event marketing actually works, according to a report by the Advertising Research Foundation. Harris Interactive polled 5,000 consumers online after they attended brand-sponsored events such as sports championships, walkathons and theme parks.

Purchase intent increased anywhere from 11% to 52% among consumers attending such events. That intent translated into purchases about 50% of the time.

"We used two research firms and three different analyses and it all ended up at the same place: experiential marketing works," said William Cook, svp-research and standards at the ARF.

Business-to-business events were particularly successful for experiential marketing.

Purchase intent rose to 54% among the 2,000 trade show attendees polled who had interacted with a brand at the event.