Experiential and event marketing rise in popularity in the US

experiential and event marketing

On the back of the IPA’s Bellwether report for the fourth quarter of 2018 showing that experiential was the only discipline experiencing growth in investment by UK brands, two US study shows the discipline is also increasing in popularity across the pond.

Surveying more than 1,000 brand marketers in the US, the Event Marketing 2019: Benchmarks and Trends Report found that 41% saw experiential as their top marketing channel. This was up 32% ear-over-year and ahead of content marketing (27%), email marketing (14%) and social media (6%).

Some 62% of respondents also said that they plan to increase their budget for live events in 2019, by an average of 22%, a rise of 39%.  Meanwhile, 85% believe live events played a major role in their companies successfully meeting their business goals, and 77% believe live events will be increasingly important to the success of their brands in the coming years.

The report also found that 89% of overperforming businesses put a high value on live events, with 84% of them saying that they have strong support from leadership when it comes to experiential marketing.

A new report by also revealed how important experiential marketing is becoming in the business-to-business space. The 2019 State of Experiential Marketing report surveyed over 700 industry professionals across Fortune 500 companies, agencies and vendors.

It found that 92% of brand-side respondents believe integrating experiential marketing within the overall sales and marketing funnel is imperative to their success. What more, 67% of B2B brand-side marketers anticipate a growth in events/experiential budget in the next 18 months, a 17% rise from 2018.

Plus 75% of B2B brand-side respondents agree that experiential has proven to be the most successful tactic of their brand’s various marketing strategies, a 14 percent increase from 2018.

Read more about getting B2B experiences right here.


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Discover our latest guides to help brighten your brand experience strategy or amplify your shopper marketing moves. Get them here at The Futures Lab.


5th Floor Century House
100 Oxford Street

New York

243 E 14th
#2 C/O SQ
New York
NY 10003


Discover our latest guides to help brighten your brand experience strategy here at The Future Lab

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Whether it be Festivals, Trade Shows, PR Stunts, Installations or Pop Ups to name a few, we believe brand experiences are one of the most powerful forms of marketing to impact consumer perception and attitude towards a brand. They can create real behaviour change when born out of a deep consumer insight allied to a compelling idea. And it’s these fundamentals we look to get right whatever the live, virtual or hybrid task in hand.


Sampling is all too often perceived as an unsophisticated, somewhat ‘blunt’ marketing tool. Over the last 16 years Sense has pioneered a set of strategic principles which underpin our unique approach to sampling and which are highly measurable from both an ROI and consumer behaviour change perspective. We will happily guide brands through the myriad of sampling channels and products available so whether it’s mass face to face sampling, in offices, digitally, at home or just a strategic framework that you are after, we can provide a blend of tactics to fulfil both brand and sales objectives.


With many clients now focused on activating in channels more closely associated with a sale, our heavyweight retail experience closes the loop on a typical shopper journey by encompassing the moment of truth in store. Be it prize promotions, shopper toolkits, key visual creation, path-to-purchase communications, category strategy, B2B campaigns or Amazon optimisation, our goal is to create forward-thinking retail experiences that deliver demonstrable brand value. We aim to make ‘retail fail’ a thing of the past for ambitious brands looking to thrive is an ever-competitive landscape and believe our streamlined team is perfectly placed to do this.


Knowing what will keep a brand bright, exciting, and vital means we need to keep one step ahead of the curve. Our thought leadership hub, The Futures Lab, helps us to understand the marketing trends of tomorrow. It’s also the origin of strategies and methodologies which have created over 65 award-winning campaigns. 


Creativity is nothing without results. And we know that commissioning bold concepts, capable of changing minds, requires reassurance that it’s the right thing to do. 

Data, insights, and research precedes every campaign we do, and our proprietary measurement tool, EMR, gives us a decade of campaign performance metrics. Which is why we’re proud to have been recognised as industry-leading by brands like The Economist, Coca-Cola, and Molson Coors. 


We believe brand experience is inherently more varied than other forms of marketing. No formula, no template, no cookie-cutter approach – and often no precedent. 

That’s why, Sense places trust at the heart of its business – grounded in teamwork between our people and yours. Our processes are efficient, our senior team stay involved and our partnership mentality had helped us sustain powerful client relationships, some lasting over 10 years.