BRANDS ARE SHIFTING TO
EXPERIENTIAL MARKETING TO
DEEPEN CONSUMER RELATIONSHIPS

How Brands are Boosting Investmentin Experiential Marketing to Deepen Consumer
Relationships

How Brands are Boosting Investmentin Experiential Marketing to Deepen Consumer Relationships

Data-Proven Insights, Key Solutions, and Expert Guidance on Experience Execution

Experiential Marketing is more than telling a story of a brand. It's living it - and inviting your consumers to live it with you. Experience is how brands create deep, authentic connections to their audience, resulting in successful metrics that out-impact that competition.

Experiential Marketing is more than telling a story of a brand. It's living it - and inviting your consumers to live it with you. Experience is how brands create deep, authentic connections to their audience, resulting in successful metrics that
out-impact that competition.

Experiential Marketing Frequently Takes The Form Of

POP UPS

POP UPS

POP UPS

EXHIBITIONS

EXHIBITIONS

EXHIBITIONS

LIVE STREAMS

LIVE STREAMS

LIVE STREAMS

CONFERENCES

CONFERENCES

CONFERENCES

AUCTION

AUCTION

AUCTION

TOURS

TOURS

TOURS

In-Retail Rituals | Augmented Reality | Influencer Content Collaboration

Today, consumers prioritize authenticity and memorable experiences
over material possessions. That shift in demand is driving brands to invest in experiential marketing, where consumers can experience in-person, multi-sensory experiences that deepen their connection to the brand, prompting stronger consumer loyalty.


This is something that traditional marketing simply can't replicate.


A notable example of a successful experience executed by Gradient is: “An Intense Prada Soho Pop Up”:

Today, consumers prioritize authenticity and memorable experiences
over material possessions. That shift in demand is driving brands to invest in experiential marketing, where consumers can experience in-person, multi-sensory experiences that deepen their connection to the brand, prompting stronger consumer loyalty.


This is something that traditional marketing simply can't replicate.


A notable example of a successful experience executed by
Gradient is: “An Intense Prada Soho Pop Up”:

HOW WE CREATED A MEMORABLE EXPERIENTIAL EVENT FOR PRADA

How Brands are Boosting Investmentin Experiential Marketing to Deepen Consumer
Relationships

How Brands are Boosting Investmentin Experiential Marketing to Deepen Consumer Relationships

80% of Companies Boosted
Experiential Budgets to 10-30%
of Marketing Spend in Last 3 Years

80% of Companies Boosted
Experiential Budgets to 10-30%
of Marketing Spend in Last 3 Years

80% of Companies Boosted
Experiential Budgets to 10-30%
of Marketing Spend in Last 3 Years

What percentage of the overall budget
is allocated to experiences and events?

What percentage of the overall budget is allocated to experiences and events?

Over the past 3 years, how has your
experiential marketing budget changed?

Over the past 3 years, how has your experiential marketing budget changed?

WHY IS EXPERIENTIAL MARKETING GROWING?

WHY ARE COMPANIES INVESTING MORE IN IT?

IS THE ROI THERE?

How Brands are Boosting Investmentin Experiential Marketing to Deepen Consumer
Relationships

How Brands are Boosting Investmentin Experiential Marketing to Deepen Consumer Relationships

The survey results show that ROI metrics and objectives for creating brand
experiences are influenced by both industry and company size.

The survey results show that ROI metrics and objectives for hosting eventsand brand experiences are influenced by both industry and company size.

The survey results show that ROI metrics and objectives for hosting events and brand experiences are influenced by both industry and company size.

Key ROI Metrics and Objectives

  • Awareness: Emphasized across all sectors and company sizes.

  • Consideration: Key for Entertainment and Travel & Transport industries, especially among smaller
    and mid-sized companies.

  • Loyalty: Valued highly in Tech & Digital and Hospitality industries, particularly among mid-sized companies.

  • Advocacy: Important for Beauty & Skincare and Healthcare & Insurance industries, with a focus among
    mid-sized companies.

  • Lead Generation: Crucial for Travel & Transport, especially among smaller and mid-sized companies.

  • Sales: Highly important in Automotive and Fashion industries, with a focus among smaller companies.

  • Awareness: Emphasized across all sectors and company sizes.

  • Consideration: Key for Entertainment and Travel & Transport industries, especially among smaller and mid-sized companies.

  • Loyalty: Valued highly in Tech & Digital and Hospitality industries, particularly among mid-sized companies.

  • Advocacy: Important for Beauty & Skincare and Healthcare & Insurance industries, with a focus among mid-sized companies.

  • Lead Generation: Crucial for Travel & Transport, especially among smaller and mid-sized companies.

  • Sales: Highly important in Automotive and Fashion industries, with a focus among smaller companies.

Main objectives when hosting events or brand experiences

  • While relationship-building, content creation, and marketing are universally important, priorities like education and building emotional connections vary. 

  • Smaller companies emphasize education and content creation, while larger companies focus more on CRM building and relationship-building. 


However, 72% believe they are missing significant opportunities by not incorporating experiential campaigns more holistically and earlier in the development of their marketing strategies.

Do you believe that experiential/events should 

be integrated earlier or more holistically into the development of a campaign process?

Why do they feel this way?

According to our research, the challenges that frustrate marketers about their experiential marketing campaign results can be categorized into three main areas: Timing, collaboration, and measurability.

What are the biggest challenges you
face with experience and events?

HOW TO TACKLE THE TOP 3 EXPERIENTIAL MARKETING CHALLENGES: TIMING,
COLLABORATION, AND MEASURABILITY

HOW TO TACKLE THE TOP 3 EXPERIENTIAL MARKETING CHALLENGES: TIMING,
COLLABORATION, AND
MEASURABILITY

HOW TO TACKLE THE TOP 3 EXPERIENTIAL MARKETING CHALLENGES:
TIMING, COLLABORATION,
AND MEASURABILITY

ONE

ONE

ONE

Timing your Experiential Marketing
for Full Funnel Success

Timing your Experiential
Marketing for Full
Funnel Success


Knowing the how's and why's of experiential marketing is crucial, but it's equally important to apply it when and where it matters most.

Most brands integrate experiential marketing and events at the late stages of the sales funnel.  However, almost ¾ of marketers believe that experiential marketing should be integrated more holistically within the overall campaign to avoid leaving too much on the table; and we agree.

At what stage are experiential/events
integrated into the development of a campaign?

Experiential marketing should be integrated throughout the entire sales funnel; not just at the top, but at all stages of the consumer journey. By incorporating experiential elements early and consistently, brands can create lasting impressions that encourage repeat engagement and build stronger customer relationships.

TWO

TWO

TWO

Internal Team Cross-Collaboration

Internal Team Cross-Collaboration

Internal Team
Cross-Collaboration

Is The Biggest Hurdle, Requiring "Brand" and "Eventing"
Teams To Integrate To Avoid Segregation

Is The Biggest Hurdle, Requiring "Brand" and "Eventing" Teams To Integrate To Avoid Segregation

Using 'The Experiential Ecosystem Advantage' approach from the start of campaign planning
acknowledges the interconnectedness of marketing channels and leverages them together.

This strategy not only boosts the effectiveness of each channel but also enhances their
overall impact, creating a more engaging and memorable brand experience.

Using 'The Experiential Ecosystem Advantage' approach from the start of campaign planning acknowledges the
interconnectedness of marketing channels and leverages them together.

This strategy not only boosts the effectiveness of each channel but also enhances their overall impact, creating a more engaging and memorable brand experience.

Using 'The Experiential Ecosystem Advantage' approach from the start of campaign planning acknowledges the interconnectedness of marketing channels
and leverages them together.

This strategy not only boosts the effectiveness of each channel but also enhances their overall impact, creating a more engaging and memorable brand experience.

HERE ARE ACTIONABLE POINTS FOR INTERNAL TEAM CROSS-COLLABORATION USING

HERE ARE ACTIONABLE POINTS FOR INTERNAL TEAM
CROSS-COLLABORATION USING

'the experiential ecosystem advantage'

'the experiential ecosystem advantage'

Unified Planning Sessions

  • Ensure all teams (marketing, sales, social media, and retail) are aligned from the start.

  • Hold regular cross-departmental planning meetings to discuss campaign goals, timelines,
    and experiential elements.

  • Ensure all teams (marketing, sales, social media, and retail) are aligned from the start.

  • Hold regular cross-departmental planning meetings to discuss campaign goals, timelines, and experiential elements.

Integrated Campaign Development

  • Develop campaigns that weave experiential elements into traditional channels.

  • Create cross-functional teams to brainstorm and develop integrated campaign concepts; like interactive retail displays and live social media events.

Shared Performance Metrics:

  • Align on common metrics to measure the success of integrated campaigns.

  • Develop a unified dashboard that tracks engagement, conversions, and brand recall across all channels.

COLLABORATIVE CONTENT CREATION

  • Encourage marketing and content teams to work together to capture and utilize content from experiential events for social media, ads, and other marketing materials.

CONSISTENT BRAND MESSAGING

  • Maintain a cohesive brand message across all touch points.

  • Develop brand guidelines that include experiential marketing elements and ensure all teams adhere to these guidelines for consistency.

THREE

THREE

THREE

Measurability

Requires Effective Alignment Of Metrics To Objectives, AS WELL AS INTEGRATION OF TOOLS TO CAPTURE THE IMPACT

Why is measurability particularly challenging?

Customer emotions and engagement levels are difficult to quantify and incorporate into regression-based models

Customer emotions and engagement levels are difficult to quantify and incorporate into regression-based models

There’s a lack of standardized metrics and tracking methodologies, leading to inconsistencies in data collection and reporting

There’s a lack of standardized metrics and tracking methodologies, leading to inconsistencies in data collection and reporting

The impact of E.M. is typically indirect and long-term, influencing brand perception and customer loyalty over time

The impact of E.M. is typically indirect and long-term, influencing brand perception and customer loyalty over time

By following The Measurement Method, brands can transform experiential marketing from a peripheral activity into a core component of their integrated marketing strategy, showcasing its true value and securing its place even in tight budget scenarios:

  1. Begin at the end to choose metrics that matter

  • A. Define your end goal

  • B. Link KPIs to objectives

  • C. Balance the metrics

  1. Measure the multi-channel ripple effect

  • Link activities to other marketing channels like social media, digital advertising,
    and in-store promotions

  • These channels offer more straightforward and quantifiable metrics, such as engagement rates, conversion rates, and sales figures.

  • Link activities to other marketing channels like social media, digital advertising, and in-store promotions

  • These channels offer more straightforward and quantifiable metrics, such as engagement rates, conversion rates, and sales figures.

  1. Transform spikes into steps

  • Experiential marketing often generates impressive short-term spikes in interest, engagement, and sales.

  • Convert these spikes into sustained, long-term growth through follow-up campaigns, customer retention programs, CRM data utilization, content marketing, community building, and analytics.

  1. Connect all data to multi-channel measurement tools