Spiro Report Identifies Key Drivers of Effective Brand Experiences

Spiro, a global experiential marketing agency, has released the second edition of its Experiential Marketing Impact Report (EMIR). The report analyzes the influence of live experiences on individuals and business outcomes, moving beyond basic effectiveness metrics.

The new findings, detailed in "The Deeper Dive," build on the initial 2025 EMIR report, which established the economic relevance of customer experiences and linked them to increased trust, recommendations, and purchase intent.

"The Deeper Dive" specifically investigates what makes certain experiences more impactful than others. A study of 2,000 B2B and B2C event attendees indicates that design choices made before an event significantly influence participants' thoughts, feelings, and behaviors afterward.

"Marketers already know that a quality experience can have a significant impact. The hardest questions are why it worked, what truly mattered, and if success can be replicated," said Carley Faircloth-Kilmurray, Global Head of Marketing, Strategy & Brand Experience at Spiro. Spiro refers to this as "The Era of Effectiveness," shifting the industry conversation toward understanding and optimizing the 'why' behind successful experiences.

Key findings highlight that knowledgeable staff build trust (43% of participants), clear benefits capture attention (40%), and active participation boosts purchase intent (85% of highly engaged participants). Spiro also offers tools, including a maturity assessment and financial discussion guide, to help marketers apply these research insights practically.