Experiential Marketing Impact Report (EMIR): The Deeper Dive
Last year, the Experiential Marketing Impact Report (EMIR) drew a direct line between live experiences and business outcomes like purchase intent, advocacy, and conversion.
This year, we're looking more closely at what within experiences matters most.
EMIR: The Deeper Dive explores the experiential
factors most closely linked to stronger trust, deeper engagement, increased advocacy, and the actions that move people from interest to action.
Once you know experiences work, the next question is simple:
What should we do differently?
Drawing on insights from 2,000 B2B and B2C event attendees, this report examines the moments that may influence what people do next.
Preview a few of the findings below and join the
waitlist to be among the first to access the full report.
Join the Waitlist
Be the first to access EMIR: The Deeper Dive and discover the experiential choices most closely linked to better business outcomes.
the outcomes we saw. the questions we asked.
The original EMIR showed that experiences influence business outcomes.
The Deeper Dive explores which experience factors are most closely linked to those outcomes.
Turning Interest into Action
showed strong intent to take a next step within three months.*
took action with the brand within one week.
Influencing Buying Decisions
purchased or planned to purchase following the event.
showed strong purchase intent within three months.*
Helping Decisions Happen Faster
purchased within 30 days of the event.
purchased within a week.
Creating Brand Advocates
were more likely to choose the brand.
would recommend the brand to others.
*Strong intent = 8–10 on a 10-point scale.
The full report looks at the experience choices that appear most often alongside these outcomes, helping marketers understand what may be worth doing more of.
the experience factors that drive those outcomes
Trust
People often decide whether they trust a brand within the first few minutes of an event. In many cases, trust comes down to the people delivering the experience.
- 43% said knowledgeable staff most increased their trust in the brand.
- 41% said professional interactions increased brand trust.
- 33% said honest, relevant answers and examples increased trust.
B2B vs. B2C: Staff expertise matters more in B2B (76%) than B2C (69%).
Value
The bar for delivering value has never been higher.
The strongest experiences aren't always the biggest ones. Often, they're simply the clearest.
- 40% said clearly understanding the benefit made the experience more valuable.
- 63% felt the experience delivered real value.
- 38% said value came from learning something genuinely useful.
- 38% said the value had to be easy to find.
B2B vs. B2C: Clear value and benefits matter more in B2B (69%) than B2C (62%).
Engagement
Seeing your brand isn't the same as engaging with it.
Attendees who interact with a brand, have meaningful conversations, or get hands-on are far more likely to purchase, recommend, and remain open to future engagement.
2× Hands-on participation nearly doubled purchase intent, compared with passive attendance.
- 85% of highly deeply engaged attendees said they were more likely to purchase.
- 63% said meaningful interactions strengthened their connection to the brand.
- 36% said interactive experiences had the greatest impact on their engagement.
B2B vs. B2C: B2B attendees deeply engage for longer (36%) than B2C (20%).
Amplification
People trust people more than brands.
When attendees share their experience, your event continues long after people leave.
- 44% shared because the experience was surprising, striking, or emotionally resonant.
- 41% shared because the experience felt personally or professionally relevant.
- 28% didn't share because sharing wasn’t top of mind.
- 21% said there wasn’t an easy way to share.
B2B vs. B2C: B2B audiences share when content feels professionally relevant (45% vs. 38% in B2C). B2C audiences share more when feel personally involved (40% vs. 35% in B2B).
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about the report
The original EMIR established a clear connection between live experiences and business outcomes.
EMIR: The Deeper Dive builds on those findings.
Drawing on new research from 2,000 B2B and B2C attendees, this report examines the experience factors most closely associated with stronger trust, deeper engagement, increased advocacy, and the actions that drive revenue.
EMIR showed that experiences matter. The Deeper Dive asks what might make them matter more.
methodology
This proprietary study, designed and owned by Spiro and fielded in partnership with Qualtrics, surveyed 2,000 live event attendees (1,000 B2B and 1,000 B2C) who participated in a branded experience within the previous 12 months. Respondents were rigorously screened for relevance and data quality. The study examined the relationship between experience design and post-event outcomes, including purchase intent, pipeline action, brand advocacy, and future engagement.
new to EMIR?
The original Experiential Marketing Impact Report (EMIR) explored how live experiences influence purchase intent, advocacy, conversion, and pipeline action.
Start there to understand why experiences matter. Then come back here to explore the experience factors that make them matter more.
EMIR Toolkit
Use the findings to spark better conversations, assess where you are today, and identify opportunities to strengthen future events.
The Toolkit includes:
- The Experiential Maturity Assessment
- Strategic planning worksheets to map your path to growth
- A quick start guide to apply insights based on your immediate needs
- Practical tools to empower your event design & identify opportunities for greater impact
EMIR Live Lab
Want to see what this looks like in practice?
The Live Lab features a real brand marketer working through the Experiential Maturity Assessment in real time, offering a practical look at how teams can identify priorities, align stakeholders, and apply the findings within their own organisations.
what might these insights mean for your own events?
Join the waitlist to be among the first to access EMIR: The Deeper Dive and discover the experiential factors most closely linked to stronger trust, deeper engagement, increased advocacy and actions that drive revenue.
Because once you know experiences work, the next question becomes: what should we do differently?
BE THE FIRST TO READ IT
EMIR proved that experiences matter. The Deeper Dive explores what makes them matter more.