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Spiro's Newest Insights on Experiential Marketing

In a world where experiential marketing is becoming a pivotal strategy for brands, Spiro®, a leader in this field, has unveiled the latest findings from its second iteration of the Experiential Marketing Impact Report (EMIR) named EMIR: The Deeper Dive. This report seeks to cut through the noise by not only confirming the effectiveness of live experiences but also by delving deeper into what specific design choices are truly impacting audience perception and behaviors post-event.

The original EMIR report released in 2025 established foundational evidence linking live experiences to positive business outcomes such as heightened trust, advocacy, and purchase intent. However, as the landscape evolves, so too does the need for marketers to adapt and refine their strategies based on deeper insights.

Understanding What Works in Experiential Marketing

The new report engages with around 2,000 additional attendees from a variety of B2B and B2C events, marking a comprehensive approach to understanding the nuances within experiential marketing. Carley Faircloth-Kilmurray, the Global Chief Marketing, Strategy & Brand Experiences Officer at Spiro, shared insights into the necessity of asking the right questions about brand experiences. She emphasizes, "Marketers already know a great experience can be powerful. The harder questions are why it worked, what actually mattered, and whether you can replicate that success."

Marketers are now being challenged to look beyond just 'if' experiences are effective to 'how' they can optimize their designs for better outcomes. This shift in mindset, referred to as the Effectiveness Era, is about leveraging research to shape strategic decisions from the outset of the experience design process. Faircloth-Kilmurray continues, "By understanding what makes experiences effective, we can bring that evidence into the strategy and design process from the beginning."

Core Findings from the Latest EMIR Report

Among the significant findings in this report, several factors stood out as pivotal in driving a positive experience.

1. Human Connection Fosters Trust: It appears that human interaction remains a cornerstone of effective brand experiences. The report found that knowledgeable staff members enhanced brand trust for 43% of attendees, while 54% felt more engaged when interacting with real people at events.

2. Clarity is Key: Clear communication about the benefits of an experience can significantly impact attendee perception. A notable 40% of respondents believed that understanding the benefits clearly made their participation worthwhile.

3. Participation Drives Purchase Intent: The data revealed a strong correlation between hands-on participation and increased purchase intent. In fact, 85% of attendees who were deeply engaged through active participation indicated they were more inclined to make a purchase afterward.

These insights translate into actionable strategies where teams can prioritize their focus, enhance their measuring metrics, and adapt their approaches for future events. Beki Winchel, VP of Marketing at Spiro, remarked, "This research gives teams a stronger foundation for deciding what to prioritize, what to measure, and what to change next time. The more we learn about what works, the better we can get at designing for it."

Equipping Marketers with the Right Tools

To aid experiential marketers in implementing these insights, Spiro has developed the EMIR toolkit, which includes resources like a Maturity Assessment Workbook and a Finance Conversation Guide. These tools are crafted to assist marketers in identifying improvement areas and bolstering internal discussions regarding investment in experiential initiatives.

The full report, EMIR: The Deeper Dive, is readily available for download at Spiro's website, spiro.com, and promises to be a valuable resource for those looking to deepen their understanding of effective experiential marketing.

About Spiro

Spiro is dedicated to crafting memorable experiences that create solid bonds between brands and their customers. With a focus on strategy, creativity, and measurable outcomes, Spiro champions the concept of Brand Gravity™, which underscores the importance of engaging experiences in today’s marketplace. For those interested in exploring how to convert relationships into actionable business results, visiting their website can be a worthwhile endeavor.