The Experiential Marketing Impact Report
The Experiential Marketing Impact Report (EMIR) draws a direct line from experiential to revenue.
Preview some of the findings below ⬇️
You’ve always felt great events move the needle. Now you can show it.
EMIR gives CMOs & marketers the findings never before available to shift experiential marketing from a perceived cost center to a valuable revenue driver.
And because you’re busy (you’re in events!), we’ve bundled the research with an action-ready strategic toolkit—quick-start guides, checklists, and frameworks to turn findings into budget wins & better experiences.
Reserve your copy of EMIR
When you sign up for the Experiential Marketing Impact Report, you’ll receive it bundled with an EMIR Strategic Toolkit.
With the bundle, you get:
- EMIR: Never-before-seen data tying experiential to revenue, with the factors that most influence purchase intent & how to apply them.
- EMIR Implementation Checklist: A quick-start guide to apply insights based on your immediate needs.
- EMIR Maturity Assessment: Benchmark where your team stands & map the path to growth.
- Experiential Hierarchy of Needs: A Maslow-style model to guide smarter experience design.
preview of findings inside the report
engagement
Networking drives purchase intent.
The share of attendees who reported high purchase intent* was 110% higher among those who met & interacted with new people.
Post‑event outreach influences attendee purchase behaviors.
Receiving post-event communication was associated with up to a 45% higher rate of high purchase intent.
trust
Brand trust built through live experiences drives purchase intent.
The share of attendees reporting high purchase intent was 264% higher among those who felt increased brand trust after a live event.
amplification
Sharing a live event on social media is an indicator of future purchase.
The share of attendees reporting high purchase intent was up to 61% higher among those who shared their event experience on social media.
conversion
Live events demonstrate significant revenue impact.
Up to 96% of attendees reported being extremely or somewhat more likely to purchase following an event.
Up to 93% of attendees reported making a purchase from the brand post-event.
*Purchase intent is within 12 months of event attendance
methodology
In partnership with an independent research firm, the proprietary study surveyed 2,000 consumers, 1,000 each in Tech & CPG, who attended live brand experiences like trade shows, festivals & conferences in the past six months.
Spanning cross sections of both B2B & B2C audiences, respondents were rigorously screened to ensure relevance & data quality. The study explored how behavioral factors influence post-event outcomes like purchase intent & brand advocacy.
application of findings across verticals
EMIR zeroed-in on two business-ready verticals—Technology & Consumer-Packaged Goods—across the B2B & B2C segment. Not surprisingly, the same human drivers ignited results across both audiences.
That consistency underscores a powerful truth: Behavioral levers we measured are human, not category-specific, and can be applied to almost any live experience.
about the report
EMIR arms you with data that draws a direct line from experiential to revenue.
It gives CMOs & brand marketers crystal-clear guidance on how to best apply critical findings to your experiential platform strategy & design. It has everything you need to grow your budget & improve your events, including:
- Data demonstrating experiential’s impact on revenue.
- The controllable factors that drive the highest share of purchase intent.
- Guidance on how to incorporate those factors into your events for maximum impact.
about the strategic toolkit
We know you’re busy—you’re in events! So, we’re offering supplemental pieces to support you in areas where most experiential leaders can use a hand, so you don’t have to do it yourself.
When you download EMIR, you’ll receive a full EMIR Strategic Toolkit, which contains:
- EMIR Implementation Checklist: Need a quick hit for results? This guides you on how to best use EMIR based on your immediate needs.
- EMIR Maturity Assessment: Want to see how ready your department & organization are for this shift? This assessment helps identify where you sit in the maturity model, with clear next steps to show growth through experiential.
- Experiential Hierarchy of Needs: You know Maslow? We bring that framework to the events & experiences arena, demonstrating the fundamental needs priority of your audience set, for additional insights into empowering your experiential design to ladder up the value chain of audience needs.
Ready to shift experiential from cost center to growth engine?
Drop your email and we’ll deliver the entire EMIR + Strategic Toolkit straight to your inbox.