Observed Signal · Sep 25, 2026 · Research Release · Source: PR Newswire: Advertising & Marketing · Impact: 2/5 · Sentiment: Positive
Spiro's New EMIR Research Reveals Impactful Brand Experience Design
Spiro, a global experiential agency, released the second wave of its Experiential Marketing Impact Report (EMIR), titled 'The Deeper Dive' (September 25, 2026). Based on a study of 2,000 additional in-person event attendees across B2B and B2C sectors, the report pinpoints design choices that make brand experiences more effective. Key findings show that competent staff boost brand trust for 43% of attendees, clear benefits attract 40%, and active participation drives purchase intent—85% of highly engaged attendees are more likely to buy. Beyond proving effectiveness, Spiro introduces the 'Era of Effectiveness' to shift focus to understanding why experiences work. An EMIR toolkit, including a maturity assessment workbook and finance dialogue guide, helps marketers apply these insights.
Industry-specific research on experiential marketing effectiveness, but limited broader impact beyond the experiential marketing sub-sector.
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Key Takeaways & Evidence Grounding
- Spiro released EMIR: The Deeper Dive, the second wave of its Experiential Marketing Impact Report, on September 25, 2026.
- The research is based on a study of 2,000 additional in-person event attendees across B2B and B2C sectors.
- Competent staff increased brand trust for 43% of attendees.
- 85% of highly engaged attendees were more likely to purchase.
- Spiro introduced the 'Era of Effectiveness' and an EMIR toolkit including a maturity assessment workbook.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Experiential Marketing Enters an 'Effectiveness Era'
Carley Faircloth-Kilmurray of Spiro argues that experiential marketing is moving beyond the question of whether live experiences work to understanding which design choices drive measurable business outcomes. Drawing on Spiro’s Experiential Marketing Impact Report (EMIR) and its follow-up research, the article highlights evidence linking live experiences to trust, advocacy, purchase intent and conversion. The piece stresses that human interactions — notably knowledgeable staff conversations — and active attendee participation are strong drivers of trust and purchase intent. The author calls for more intentional measurement and design (not the replacement of creativity) so marketers can optimize events for specific outcomes rather than rely solely on attendance or impressions.
The Experience Is Now the Product
Adweek argues that live, physical experiences have shifted from supplementary activations to core brand products as audiences seek real-time, emotional moments. The piece highlights growing demand for live sport attendance and experiential retail pop-ups from brands like Ralph Lauren, Dior and Rhode. It notes SailGP is launching a new hospitality offering, VELA Prive, at the Mubadala New York Sail Grand Prix. The article positions AI as an enabling tool for personalization and friction reduction but emphasizes that memorable human moments remain central. For CMOs, the shift creates opportunities to deepen loyalty through intentional, creative experiences while requiring investment, courage, and a focus on long-term brand equity over short-term metrics.
Pilot Radar: Live Experiences Strengthen Brand Image
The article summarizes findings from the Pilot Radar, a regular report published by the agency group Pilot, which shows that live, real-world experiences (such as concerts and events) present brands with opportunities for positive interactions with customers — particularly when the brand presence feels authentic. The piece argues that despite digitalization, consumers value special in-person experiences and that experiential activations can support brand image if executed credibly. The article is authored by Svenja Fennel and was published on July 27, 2026 on Horizont.
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