By Kyle Erickson, Creative Director, WITS Experiential
It takes experiences to break through and reach an audience.
Experiential events are not flashy activations or trendy pop-ups. They’re immersive, deliberate brand experiences that share a brand’s story and convert passive attendees into passionate participants.
Experiential events are revolutionizing the way brands create customer connections that actually endure.
Why We Crave Real Connection
In this digital age, human connection is even more relevant and important.
A recent study from the 2024 Edelman Trust Barometer: Special Report on Brands and Politics confirms that trust remains a key driver in consumer behavior. Globally, 84% of people say they need to share values with a brand before making a purchase.
Trust isn’t built solely on product quality or advertising—it’s rooted in authentic relationships and values alignment between brands and customers.
When brands genuinely connect with customers, and not sell, the opportunity for impact is greater.
The Secret Sauce: Emotion + Experience
It’s not enough to be viewed anymore. Brand stories must be felt.
That’s what makes experiential marketing so effective because it engages the senses, the emotions, and the narrative.
People may forget what an Instagram carousel said, but they will remember laughing during a pop-up wine tasting or testing out new technology at a live demo. That in-the-moment, immersive marketing experience lingers after the event ends.
That level of emotional connection with customers? It doesn’t waver. It’s the basis of authentic brand engagement.
The ROI of Experiential Marketing
Some people assume experiential marketing is all “vibes” and no data. That’s not the case.
Here are some ways to track measurable outcomes:
- Foot traffic and dwell time
- Lead captures, email signups, or app downloads
- Branded hashtag performance and social buzz
- Real-time feedback from attendees
- Post-event sales lift or improved retention
The greatest impact for a brand is when the experience is centered on the business strategy, so outcomes lead to higher ROI and lasting customer engagement.
Connection Isn’t a Campaign. It’s a Commitment.
The best part about experiential events? They can be incredibly impactful.
When the right bold ideas are delivered with meticulous execution, they create ripple effects. People share and post. They remember. They return to the brand because the experience makes them feel valued and a part of the brand story.
That’s the kind of brand loyalty that lasts. The brand becomes unforgettable.
The Experience Is the Message
In an age of information overload, experiential events are a breath of fresh air. They share the brand story in a way that immerses attendees into the narrative, sparking connections, inspiring action, and lasting long after the event ends.
Get in touch with WITS Experiential today if your brand is ready to shift from simply being seen to truly being felt. It may be time to explore creating dynamic brand experiences that engage and connect with your customers in a new way.
