As we look ahead, 2025 is primed to become a golden year for experiential marketing. According to research published in Marketing Dive, global expenditure on experiential activations by both B2C and B2B brands are expected to surpass this year’s investment of $128.35 billion, significantly exceeding pre-pandemic spend. It’s no surprise that after years of investing heavily in digital, marketers are just as eager as consumers connect in real life.
To get the most out of the experience, marketers need to consider how they’re going to build genuine relationships with consumers. Here, we offer five foundational ideas to foster connection, trust, and loyalty, making the relationship between brand and consumer far more meaningful.
1. Create Immersive, Shareable Experiences
- Tactic: Design events or pop-ups that fully immerse consumers in the brand’s world. Think about transforming spaces into interactive playgrounds where customers can physically engage with the brand’s story.
- Why It Works: Research shows that emotionally connected customers have a 306% higher lifetime value, stay with a brand for an average of 5.1 years vs. 3.4 years, and will recommend brands at a much higher rate (71% vs. 45%). When people feel fully part of an experience, they’re psychologically more likely to form positive, memorable associations with the brand—and share those moments on social media, amplifying reach and relatability.
2. Offer Exclusive Access or VIP Treatment
- Tactic: Host invite-only events with your biggest brand fans. Create VIP experiences that make attendees feel special and valued. This could be anything from a sneak preview of a new product to a private concert or tasting event.
- Why It Works: Exclusivity fosters a sense of belonging and value. People who feel valued by a brand are more likely to become loyal advocates, eager to support and promote it.
3. Incorporate Storytelling with a Personal Touch
- Tactic: Design experiences that highlight the brand’s journey, mission, or values in a way that’s relevant to consumers. Incorporate brand ambassadors or storytellers who can interact with consumers one-on-one, sharing authentic stories that resonate with your consumer.
- Why It Works: A compelling story helps people connect emotionally. When consumers understand and feel aligned with a brand's mission or purpose, they're more likely to feel invested in it.
4. Encourage Participation and Co-Creation
- Tactic: Allow attendees to participate in creating something—whether it’s a personalized product, a piece of content, or even part of the event itself. Brands can invite consumers to co-design a product feature, vote on new flavors, or create artwork at the event.
- Why It Works: Participation turns passive attendees into active contributors, fostering a sense of ownership and connection. When consumers help shape a brand experience, they feel more personally connected to its outcomes.
5. Bring Value Beyond the Event
- Tactic: Offer valuable, follow-up content or perks after the experience, like discount codes, special access, or insider updates. Sending a personalized thank-you message or follow-up content that enriches the experience goes a long way.
- Why It Works: By continuing to engage post-event, brands show they care about building relationships beyond one-time interactions. This keeps the experience—and the brand—in consumers’ minds, creating longer-term loyalty and engagement.
These tactics help brands create experiences that aren’t just memorable—they’re relationship-building, leaving consumers feeling seen, heard, and connected with the brand. To find out how to creatively apply these tactics to your brand to foster longer lasting relationships with your target audience, contact us today.
Sources
- Marketing Dive | Spending on experiential marketing tops pre-pandemic levels
- PR Newswire | New Retail Study Shows Marketers Under-Leverage Emotional Connection