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Spiro's Groundbreaking Report on Experiential Marketing Impact

In today's fast-paced marketing environment, the connection between live events and consumer behavior is more critical than ever. Spiro®, a leading global experiential agency, has recently published a compelling report titled the "Experiential Marketing Impact Report (EMIR)". This study analyzes insights from over 2,000 American participants involved in technology and consumer packaged goods (CPG) events. The findings illuminate the tangible link between experiential marketing initiatives and increased purchasing intentions among consumers.

Key Findings That Matter

The EMIR reveals several astonishing insights, illustrating the power of experiential marketing. One notable conclusion indicates that a staggering 80% of technology participants and 93% of CPG participants reported making purchases from brands post-event. This data underlines the significant role experiential events play in steering consumers toward decision-making.

Another critical aspect identified in the report is the concept of trust. Among attendees who claimed to have greater confidence in the brand following the event, over 90% proceeded to make purchases. Conversely, for those without a trust boost, the likelihood of purchasing plummeted to only 34%. This stark contrast highlights the necessity of building confidence through immersive experiences.

Not only does active engagement play a role in fostering trust, but it also enhances brand recall. The report notes that interactive and immersive experiences resulted in 2.2 times higher brand memorization compared to passive formats. Additionally, evaluations of experiences labeled as "memorable," "valuable," and "trustworthy" nearly tripled the odds of consumers following up with a purchase compared to those who had neutral impressions.

Insights for Brands

Carley Faircloth-Kilmurray, Global CMO of Spiro, emphasizes that data is the driving force behind marketing decisions. She states, "Theory does not yield financial results—data does." The EMIR not only ties direct experiences to purchase intent but also equips marketers with the metrics needed to advocate for experiential marketing within their strategies.

These findings suggest a comprehensive approach to the marketing funnel, as experiential marketing impacts every stage:

• - Awareness: An impressive 91% of tech participants unfamiliar with a brand indicated a newfound interest post-event.
• - Consideration: 68% of attendees mentioned that the event helped clarify the brand's unique characteristics.
• - Conversion: A significant 82% confirmed that the experience either reaffirmed or expedited their existing purchase decisions.

Tools for Implementation

To facilitate the practical application of these insights, the EMIR comes with a robust strategic toolkit designed for marketers. This toolkit includes:
1. EMIR Maturity Assessment - A reference model to evaluate organizational readiness for experiential growth.
2. EMIR Implementation Checklist - Quick steps to activate EMIR insights immediately.
3. Experiential Needs Hierarchy - A framework for creating smarter events that consider audience value and priorities.

To further explore these insights and tools, marketers can easily download the report and toolkit from Spiro's website.

About Spiro

Spiro® (sp-eye-roh) stands out as a premier global experiential agency, strategically and creatively positioning brands to foster meaningful, intangible connections with customers that translate into revenue. By partnering with some of the world's most renowned brands, Spiro integrates attraction factors and brand goals to craft events and experiences that deliver genuine value. Discover how Spiro connects brands with their audiences by visiting ThisIsSpiro.com.

For media inquiries, contact:
Sara Ahuja
Email: [email protected]