Spiro, a global leader in experiential marketing, has released its Experiential Marketing Impact Report (EMIR), a study of over 2,000 U.S. consumers at Tech and CPG live events. The report establishes a direct connection between experiential marketing and purchase intent, offering actionable insights for marketers to transform live events into revenue drivers.
Spiro’s EMIR shows 80% (Tech) and 93% (CPG) of attendees purchased post-event.
Over 90% of attendees with increased trust made purchases, versus 34% without.
Interactive experiences yield 2.2x higher brand recall than passive ones.
91% of Tech attendees with no prior engagement would now consider the brand.
68% of attendees noted live events clarified brand differentiation.
Strategic Toolkit includes EMIR Maturity Assessment and Implementation Checklist.
Spiro’s EMIR highlights the tangible impact of live experiential marketing, with 80% of Tech event attendees and 93% of CPG event attendees reporting purchases after events. Trust plays a critical role, as over 90% of attendees who reported increased trust post-event made a purchase, compared to just 34% without a trust boost. "Theory doesn't win budget. Data does," said Carley Faircloth-Kilmurray, Global CMO, Spiro. The report equips CMOs with data to justify experiential marketing as a revenue-generating strategy.
The study demonstrates experiential marketing’s influence at every stage of the customer journey. For awareness, 91% of Tech attendees with no prior brand exposure said they would now consider the brand. In the consideration phase, 68% reported that live events clarified brand differentiation. For conversion, 82% noted events helped confirm or accelerate purchase decisions. "EMIR shows us the future of brand building: Growth comes from real connections," Faircloth added.
EMIR emphasizes the power of interactive and immersive experiences, which deliver 2.2 times higher brand recall than passive setups. Attendees describing experiences as “memorable,” “valuable,” and “trustworthy” were nearly three times more likely to purchase than those with neutral impressions. These findings underscore the importance of designing engaging, high-quality events to maximize brand impact.
To translate insights into action, Spiro provides a Strategic Toolkit alongside EMIR. The toolkit includes the EMIR Maturity Assessment to evaluate organizational readiness, an Implementation Checklist for immediate action, and the Experiential Hierarchy of Needs to design events aligned with audience priorities. These resources empower marketers to optimize live experiences for measurable outcomes.
Spiro’s EMIR redefines experiential marketing as a critical driver of revenue and trust. By leveraging data-driven insights and practical tools, brands can strengthen customer connections and achieve significant business impact through live events.
Spiro (sp-eye-roh) is a strategically-led, creatively-driven, leading global experiential agency. We use the channel of experiential to cultivate powerful, intangible bonds between brands & their customers that drive revenue. Partnering with some of the world's most recognized brands, we integrate attraction drivers & brand objectives to design events & experiences that yield real, brand value. Experience Brand Gravity, the uniquely Spiro bond between brand & customer. Visit ThisIsSpiro.com.
Download EMIR & the Strategic Toolkit HERE.
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