Polish academics mostly relied on Western studies and managed to build up the whole concept. According to The US Bureau of Labor Statistics, the event industry will grow by 44% from 2010 to 2020. A plurality of marketers (31%) believe event marketing to be the single-most effective marketing channel, with 27% voting on Content Marketing, and 25% on Email Marketing. HubSpot has listed 11 experiential marketing campaigns from worldwide renowned brands like Facebook, Google, Zappos, and Guinness, who have hosted or created events as an innovative way of advertising a product. Each of them was successful and attracted thousands of new customers. Marketing Insider Group has also listed 5 event marketing examples that are still being talked about. Among them, The Kia Dream Chute is mentioned as one of the best ideas. All of those events are considered one of the best marketing campaigns in the world. A study made by Jack Morton Worldwide shows that 11 out of 14 consumers prefer to get to know new products or services by experiencing them personally. Moreover, 74% of consumers say that connecting with branded event marketing experiences is making them more likely to buy the products which are being promoted, according to research done by The Event Marketing Institute and Mosaic. Event marketing strategy is a tailor-made plan to promote a brand/product with events as an advertising tool. This includes an in-depth analysis of plans for the brand's presence at events. In order to measure the success of event marketing, the brand impact has to be verified. Based on an analysis made by the Advertising Research Foundation (ARF) in March 2006, engagement is "turning on a prospect to a brand idea enhanced by the surrounding context". There was also a function created to show the impact on a brand: "Engagement + Trust x Targeted Group = Brand Impact."