How Brands Can Optimize Experiential Marketing for Ultimate Impact
The recent release of the EMIR (Experiential Marketing Impact Report) sheds light on a pressing question that has lingered within the marketing industry for years: Do experiential marketing efforts genuinely influence business outcomes? The resounding answer is yes. However, a more significant inquiry emerges—why do certain experiences yield far more impactful results than others?
This week, the overview titled 'EMIR The Deeper Dive' has been launched, building upon the foundational research by Spiro. It delves deeper into the types of experiences that correlate with trust, recommendations, and purchasing intentions. With data compiled from an additional 2,000 participants in B2B and B2C events, the report suggests that the crux of an exceptional experience lies not merely in the financial investment or the spectacles presented, but in the thoughtful design behind them.
Among the striking discoveries:
According to Carley Faircloth-Kilmurray, Spiro’s Global Director of Marketing, Strategy, and Brand Activations, "Most marketers no longer doubt the value of experiential marketing. What they question is how to extract more from the experiences they already invest in."
What pivotal moments create lasting impressions? What elements foster trust? What compels an observer to become an advocate? These questions lie at the core of this new study, providing marketers with practical insights on how to design targeted experiences and make informed investment decisions.
Dane Aloe, Spiro’s Executive Vice President of Strategy and Evaluation, adds, "It's not about crafting a one-size-fits-all formula for creativity. Instead, it’s about helping marketers understand where to focus their efforts."
The report underscores the impact of pre-event decisions, which could echo long after participants have left the venue. Marketers looking to harness the power of these insights can look forward to the full EMIR The Deeper Dive report, slated for release later this year. In the meantime, they can sign up for early access via spiro.com and review the original EMIR report, utilize the EMIR toolkit, and witness research in action through the EMIR Live Lab.
Spiro, a global experiential agency, operates at the intersection of strategic vision and creativity, dedicated to helping brands forge deeper connections with their most crucial audiences. By accelerating Brand Gravity, Spiro combines strategy, creativity, and evaluation to craft experiences that enhance both emotional resonance and commercial impact. To learn more, visit spiro.com.
Press contact:
Melissa Burns
Senior Director of Marketing
[Email]
This week, the overview titled 'EMIR The Deeper Dive' has been launched, building upon the foundational research by Spiro. It delves deeper into the types of experiences that correlate with trust, recommendations, and purchasing intentions. With data compiled from an additional 2,000 participants in B2B and B2C events, the report suggests that the crux of an exceptional experience lies not merely in the financial investment or the spectacles presented, but in the thoughtful design behind them.
Key Findings
Among the striking discoveries:
- - Purchase Intent Strengthened: Engagement in interactive experiences almost doubled participants' intentions to purchase.
- - Trust Built Through People: A significant 43% of respondents attributed perceived trust to the professionalism exhibited by event staff.
- - Emotional Amplification: About 44% shared experiences on social media that were surprising or personally resonant.
According to Carley Faircloth-Kilmurray, Spiro’s Global Director of Marketing, Strategy, and Brand Activations, "Most marketers no longer doubt the value of experiential marketing. What they question is how to extract more from the experiences they already invest in."
What pivotal moments create lasting impressions? What elements foster trust? What compels an observer to become an advocate? These questions lie at the core of this new study, providing marketers with practical insights on how to design targeted experiences and make informed investment decisions.
Dane Aloe, Spiro’s Executive Vice President of Strategy and Evaluation, adds, "It's not about crafting a one-size-fits-all formula for creativity. Instead, it’s about helping marketers understand where to focus their efforts."
The report underscores the impact of pre-event decisions, which could echo long after participants have left the venue. Marketers looking to harness the power of these insights can look forward to the full EMIR The Deeper Dive report, slated for release later this year. In the meantime, they can sign up for early access via spiro.com and review the original EMIR report, utilize the EMIR toolkit, and witness research in action through the EMIR Live Lab.
About Spiro
Spiro, a global experiential agency, operates at the intersection of strategic vision and creativity, dedicated to helping brands forge deeper connections with their most crucial audiences. By accelerating Brand Gravity, Spiro combines strategy, creativity, and evaluation to craft experiences that enhance both emotional resonance and commercial impact. To learn more, visit spiro.com.
Press contact:
Melissa Burns
Senior Director of Marketing
[Email]
Topics Consumer Products & Retail）
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