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Understanding the EMIR Report by Spiro

The second edition of the Experiential Marketing Impact Report (EMIR) by Spiro has recently been unveiled, providing marketing professionals with critical insights into the elements that make brand experiences effective. With an increasing emphasis on customer engagement, the findings of this report aim to guide marketers on how to design and execute impactful experiences that resonate with consumers.

The Importance of the Report

In its previous iteration, the 2025 EMIR report established the significant economic relevance of customer experience, demonstrating a strong correlation between live experiences and key outcomes like trust, referrals, and purchase intentions. However, the newly released EMIR: The Deeper Dive goes further, not merely confirming that experiences are effective but digging deep into why certain experiences yield greater engagement and positive responses.

The Study at a Glance

Conducted across a diverse pool of 2,000 participants from both B2B and B2C events, the EMIR report examines the design choices that shape experiences and how these choices influence participants' thoughts, feelings, and behaviors post-event. According to Carley Faircloth-Kilmurray, the Global Marketing, Strategy, and Brand Experience Director at Spiro, the aim is to transition industry discussions from merely establishing the effectiveness of experiences to a more nuanced understanding of their mechanics.

Key Findings

The report highlights several essential findings that can help marketers optimize their strategies:

1. Trust and Human Interaction: It was found that 43% of participants felt more trust towards a brand when they interacted with knowledgeable staff. Additionally, 54% appreciated the opportunity to engage with a real person rather than solely relying on digital interfaces.

2. Clarity in Communication: A clear and straightforward value proposition was garnering attention, with 40% of respondents indicating they were more likely to invest their time if they understood the benefits clearly.

3. Active Participation Encourages Purchases: The study revealed a direct correlation between engagement and purchasing intentions. 85% of highly involved participants expressed a greater likelihood of making a purchase, reinforcing the idea that interaction enhances emotional investment in brands.

Strategic Implementations

To create more effective marketing experiences, Spiro suggests viewing their findings as a foundational tool for prioritizing actions, metrics to track, and modifications for future events. Beki Winchel, Vice President of Marketing at Spiro, elaborates, stating that the insights drawn from the report empower teams to tailor their designs more effectively based on what has been shown to work in practice.

Practical Tools for Marketers

Continuing to enhance its toolkit, Spiro offers marketing professionals a continuously evolving resource with the EMIR toolbox. This includes a maturity assessment checklist to identify areas for improvement and a financial dialogue guide aimed at fostering internal discussions on potential investments.

Marketers interested in accessing EMIR: The Deeper Dive and leveraging the strategic toolbox can visit Spiro's official website at spiro.com.

About Spiro

Founded on the belief that meaningful experiences strengthen connections between brands and consumers, Spiro specializes in creating impactful client experiences. Their approach, termed Brand Gravity™, integrates creative strategy, production capabilities, and evaluation tools, ultimately transforming consumer relationships into quantifiable business results.

For further inquiries or to learn more, please contact:
Melissa Burns
Senior Marketing Director
[Email Contact]

The latest findings from Spiro underscore the evolving landscape of experiential marketing, where understanding the nuances of engagement can lead to transformative brand experiences.