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Understanding Why Brand Experiences Matter

In an ever-evolving marketing landscape, the quest for impactful brand engagement is a continuous journey. Spiro®, a global experiential agency, recently unveiled EMIR: The Deeper Dive, a comprehensive study focused on deciphering the elements that make brand experiences resonate effectively with consumers. Following the success of their inaugural Experiential Marketing Impact Report (EMIR) in 2025, Spiro's latest findings aim to transition the industry conversation from merely proving that experiences work to understanding how and why they work effectively.

The Shift in Marketing Focus

Carley Faircloth-Kilmurray, who leads marketing strategy and brand experiences at Spiro, emphasizes a significant shift in the narrative. Instead of just demonstrating the success of experiential marketing, this research delves into the deeper aspects of design decisions that profoundly impact consumer engagement and business results. It asks a pivotal question: “What makes some experiences more effective than others?”

The report analyzes data collected from 2,000 attendees of B2B and B2C live events. By examining various design elements of these events, the study illuminates the correlation between specific choices and subsequent consumer behaviors such as trust, connection, and purchase intent.

Key Findings from the Report

1. The Power of Human Interaction: One notable finding is the essential role of personal interaction in building trust. 43% of attendees reported that engaging with knowledgeable staff enhanced their trust in the brand. Moreover, 54% of respondents felt more connected when they could communicate with a real person, highlighting the importance of genuine, human connections.

2. Clarity is Crucial: Clear communication also proves vital. About 40% of participants stated they found experiences worthwhile when the benefits were easy to understand. This underlines the necessity for marketers to craft straightforward messages that resonate with their audience, making it easier for them to engage.

3. Engagement Boosts Purchase Intent: Perhaps the most compelling insight is the correlation between active participation and purchase intent. The report indicates that 85% of attendees, who were highly engaged, expressed increased likelihoods of making purchases post-experience. This informs marketers of the value in prioritizing engagement-oriented design strategies.

Catalyzing Change Through Data

Beki Winchel, Spiro’s Vice President of Marketing, notes that this research equips marketing teams with a fortified foundation to make informed decisions regarding priorities and strategies for upcoming events. The insights gained from understanding what resonates with audiences empower marketers to optimize their approaches continually.

To aid in practical implementation of these findings, Spiro also introduced a suite of EMIR tools, which includes a maturity assessment workbook designed to help marketers evaluate their strategies and identify improvements. Additionally, a financial conversation guide offers a framework for justifying investment discussions internally.

Conclusion

As the marketing landscape shifts toward experiential methods, understanding the nuances of how experiences influence consumer behavior becomes essential. By leveraging the insights from EMIR: The Deeper Dive, marketers are better positioned to design impactful experiences that foster deeper connections between consumers and brands. This knowledge not only enhances the quality of the experiences created but also translates into significant outcomes for businesses as they navigate the complexities of modern marketing. For access to the full EMIR report, visit Spiro.com.

About Spiro

Spiro prides itself on its direct connection to brand experiences, coining it as Brand Gravity™. By focusing on strategy, creativity, production, and evaluation, Spiro crafts memorable experiences that not only strengthen customer relationships but also drive meaningful results for businesses.

For more information, reach out to media contact:
Melissa Burns
Senior Marketing Director
[email protected]