Sparks Partners with Event Marketer to Unveil Comprehensive Experiential Marketing Research
Sparks Marketing
Sparks has joined forces with Event Marketer to produce EventTrack 2025, the most comprehensive annual research report on experiential marketing. This collaboration has yielded eye-opening insights into the future of brand experiences, revealing a significant shift in marketing strategies among Fortune 1000 companies.
Fortune 1000 Companies Embrace Experiential Marketing
The EventTrack 2025 report, the first of its kind since the pandemic, showcases a dramatic increase in the importance of live experiences within the marketing landscape. The findings, based on surveys of over 1,000 corporate event marketers and attendees across various sectors, paint a clear picture of the industry's trajectory.
Key Findings:
- A whopping 74% of Fortune 1000 marketers plan to increase their experiential marketing budgets in 2025.
- Event attendance is on the rise, with 56% of attendees expecting to participate in more events in 2025 compared to 2024.
- Live experiences significantly boost brand affinity, with two-thirds of event attendees reporting more positive feelings about a brand after interacting with it at an event.
The Sustainability Challenge
Despite the industry's growth, the report highlights a notable gap in sustainability practices. While eco-friendly experiences remain a priority, 76% of experiential marketers have yet to implement a sustainability policy. This lag is increasingly noticeable, with 81% of attendees aware of sustainability efforts at events.
The Power of Live Experiences
David Sudjian, CEO of Sparks, emphasizes the industry's positive momentum: "Clearly, there is continued momentum for experiential marketing. We see it. Our clients see it. And we're thrilled that third-party industry research can benchmark it".
Event Marketer founder Kerry Smith adds, "Live experiences are becoming larger anchor tenants in the marketing mix–and are, more and more, leading integrated campaigns".
Comprehensive Insights
The EventTrack 2025 report offers in-depth analysis of:
Spending intentions and event volume across B2C events, B2B meetings/conferences, and trade shows.
Consumer behavior and preferences at different types of events.
Strategies and measurement techniques employed by leading brands.
As brands increasingly recognize the value of creating meaningful connections with their audiences through live experiences, the Sparks-Event Marketer collaboration provides crucial insights for navigating the evolving landscape of experiential marketing in 2025 and beyond.
Get your copy of the full report HERE.
