AI-generated content and deepfakes have increased consumer skepticism, making firsthand experiences more persuasive. Live experiential interactions create tangible proof points that strengthen trust and accelerate brand gravity. Spiro's EMIR study of over 2,000 event attendees found that more than 90% of those whose trust increased after an event went on to purchase, while purchase intent fell to 34% when trust did not rise. Clear, honest, and transparent event design drove particularly high purchase intent (91%). McKinsey data shows social media remains a low-trust channel, reinforcing the value of in-person experiences.
Spiro's Experiential Marketing Impact Report (EMIR), a proprietary study of over 2,000 consumers attending live CPG and tech events, revealed trust isn't a soft metric. It's one of the strongest predictors of purchase intent: over 90% of attendees who reported increased trust in a brand post-event went on to make a purchase. Where trust didn't increase, purchase intent dropped to just 34%.
And trust is a controllable factor you can strengthen with strategic experiential design. For example, clear, honest messaging helps drive trust. For attendees who described an event as 'transparent' and 'real,' 91% expressed purchase intent - nearly three times higher than those with a neutral experience, according to EMIR. In an era where consumers are suspicious of polished digital narratives, in-person proof points matter more than ever.
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