The report, titled EMIR: The Deeper Dive, surveyed 2,000 B2B and B2C attendees to decode the mechanics of effective engagement. Findings suggest that the foundation for post-event success is laid long before the doors open, with strategic design choices directly influencing how participants think and feel after they leave.

Key data points reveal three primary levers for marketers:

• Staff interaction: 54% of attendees engaged by speaking with a representative, and knowledgeable staff boosted brand trust for 43% of participants.
• Message clarity: 40% of respondents identified clear, easy-to-understand benefits as the primary factor that made an experience worth their time.
• Active participation: Hands-on engagement correlates with significantly higher purchase intent.

Carley Faircloth-Kilmurray, Global Chief Marketing, Strategy & Brand Experiences Officer at Spiro, notes that the industry is entering an 'Effectiveness Era.' By shifting focus from generic outreach to evidence-based design, brands can better justify experiential investments. To support this transition, Spiro has released a toolkit including a maturity assessment and a finance guide to help teams quantify the value of their live engagements.