Experiential marketing is on fire right now as a trendy topic for breakout sessions and as a budget item. But what does the increased emphasis on blending a human experience with a marketing goal mean to event professionals?

As experts in creating memorable experiences, planners are in the perfect position to benefit from connecting audiences with messaging in meaningful ways. More experience focused marketing dollars equals more events that need planning.

Here are some key reasons for developing an experiential marketing strategy today.

  • Marketers expect to allocate up to 50 percent of their marketing budgets to experiential over the next 3-5 years. (Freeeman)
  • 80 percent of attendees report that live demonstrations and free samples significantly help define their purchasing decision. (EventTrack)
  • Event technology (including apps that can personalize messaging) can help increase event attendance by 20 percent, increase productivity by 27 percent and decrease costs by 20-30 percent. (Enterprise Event Marketing)
  • 76 percent of marketers report that their event and experiential marketing initiatives are integrated with their other marketing campaigns. (EventTrack)
  • Customers who have great experiences spend 140 percent more than customers who have poor experiences. (Harvard Business Review)