Spiro’s EMIR research pinpoints the design drivers that make brand experiences more effective, offering marketers a data‑backed playbook for experiential spending
Executive summary: Spiro released the second wave of its Experiential Marketing Impact Report (EMIR), revealing which design choices in brand experiences most strongly boost trust, connection, and purchase intent. Provides marketers with evidence‑based criteria to allocate budgets toward experiential tactics that drive measurable outcomes.
Who is involved: Spiro (experiential marketing firm), brands using EMIR insights, marketing executives.
Likely next: Marketers will test the highlighted design elements in campaigns; Spiro may release further waves exploring ROI metrics.
The second wave of Spiro’s Experiential Marketing Impact Report moves beyond asking whether experiences work to identifying which specific elements—such as interactive storytelling, sensory cues, and personalized touchpoints—most strongly correlate with trust, connection, and purchase intent. By quantifying these linkages, the study gives brands a clearer basis for allocating budget to experiential tactics that have demonstrated impact on consumer behavior. The findings arrive as companies increasingly shift funds from traditional media to live and digital experiences, seeking measurable ROI.
What's next — scenarios
Base: Moderate adoption (40%)
About a 10% increase in experiential marketing spend among Fortune 500 firms by end 2027.
- >30% of surveyed CMOs report piloting EMIR‑guided designs by mid‑2027
- Fewer than 10% of CMOs report adoption
Upside: Strong adoption (35%)
Early adopters see a 25% lift in brand‑experience ROI metrics.
- A major holding company (e.g., WPP) announces an EMIR‑based framework rollout
- Independent study shows ≥15% lift in purchase intent for EMIR‑informed experiences
Downside: Limited uptake (25%)
EMIR insights remain niche, with <5% of agencies incorporating them.
- No major agency adopts EMIR guidelines by end 2026
- Industry surveys show <5% awareness of EMIR findings
Timeline
- — La investigación de Spiro sobre EMIR revela qué hace que las experiencias de marca sean más efectivas (PR Newswire)
Analysis — what this means
Sectors affected
- Experiential marketing agencies
- Brand consulting
- Advertising agencies