What Experiential Marketing Teaches Us About Customer Loyalty
As customers increasingly value emotion over promotion, experiential marketing emerges as a powerful strategy to create lasting brand connections in an experience-driven economy.
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In today’s experience-driven economy, customers measure value not just in currency but in moments. How a customer “feels” in their interactions with a brand decides whether they decide to associate with the brand. There is no shortage of products; in fact, there is an overload, which causes the feeling of overwhelm. What can help a brand stand out is the kind of experience they offer their customers.
Experiential marketing has seen a great application in the events industry. There is a lot to learn and replicate for other industries. At an event, the attendee judges the experience by how they feel and what they takeaway, which is very similar to what brands strategise for.
“Attendees don’t just remember the event – they remember how your brand made them feel. That emotional connection is what drives loyalty, advocacy, and long-term business impact,” says Manpreet Kour – Associate Vice President, Experiential Marketing at Cvent.
In her conversation with Martechvibe, she sheds light on what a high-impact experiential marketing strategy looks like and everything in and around it.
Full interview:
How does experiential marketing enhance the customer journey, and what role does it play in creating lasting brand connections?
Experiential marketing isn’t just about hosting an event – it’s about crafting memorable, meaningful moments that connect people to your brand on a deeper level. This means moving beyond passive participation to full immersion – from dynamic networking experiences to hyper-personalised content journeys.
At Cvent, we believe the customer journey starts before the event even begins and extends far beyond the closing keynote. By leveraging interactive activations, and data-driven insights, we create experiences that are not only engaging but also highly relevant and personal.
The result? Attendees don’t just remember the event – they remember how your brand made them feel. That emotional connection is what drives loyalty, advocacy, and long-term business impact.
What are the key components of a high-impact experiential marketing strategy, and how do you measure its success?
A high-impact experiential marketing strategy doesn’t just generate buzz – it drives action. Here’s what it takes to succeed:
Personalisation at Scale – Whether it’s curated agendas, AI-driven networking, or tailored content experiences, today’s attendees expect events to feel like they were designed just for them.
Seamless Tech Integration – The right technology doesn’t replace human connection, it enhances it. Mobile apps, AR/VR activations, live polling, and real-time engagement tools create deeper interactions that extend beyond the event itself.
Storytelling that Sticks – Your brand story should be felt, not just heard. Whether it’s through interactive keynotes, immersive installations, or social media-worthy moments, the goal is to create an emotional connection.
Data-Driven Insights – The most successful strategies don’t stop at engagement—they translate into measurable business outcomes.
Measuring Success:
- For Demand Gen: CPL (Cost Per Lead), Conversion Rates, ROI
- For Brand Awareness: CPI (Cost Per Impression), NPS (Net Promoter Score), Social Media Sentiment
At Cvent, we continuously refine our approach using event engagement metrics, attendee feedback, and behavioural data—ensuring that every touchpoint leads to meaningful connections and ROI.
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What experiential marketing techniques are most effective in driving attendee engagement and adoption for a new event or conference?
Launching a new event is like introducing a new product—you need to create excitement, build anticipation, and deliver an experience that keeps attendees coming back. Here are the best techniques to make that happen:
AI-Powered Personalisation – Serve up recommended sessions, networking opportunities, and content based on attendee behaviour and preferences. The more relevant the experience, the higher the engagement.
Gamification & Challenges – Drive participation through interactive leaderboards, scavenger hunts, and live Q&A sessions. Attendees love competition and rewards!
Immersive Brand Activations – Think AR-enhanced product demos, live social media walls, or 360° video experiences that bring your brand story to life.
Multi-Channel Engagement – Keep attendees engaged before, during, and after the event with teaser campaigns, live streaming, and on-demand content.
At Cvent, we use these strategies to turn passive attendees into active participants, ensuring that your event doesn’t just attract an audience—it builds a community.
How do you measure the effectiveness of an experiential marketing campaign across different markets and audience segments?
Success isn’t just about attendance—it’s about impact. To measure effectiveness across different markets, we look at:
Pre-Event Metrics:
- Registration conversion rates
- Audience segmentation insights
- Social media engagement (pre-event buzz)
Live Event Metrics:
- Attendance rates
- Session participation & dwell time
- Engagement levels (polling, Q&A, mobile app usage)
Post-Event Analytics:
- Net Promoter Score (NPS)
- Lead conversion tracking
- Social sentiment analysis
At Cvent, we leverage event technology, data-driven insights, and heat mapping to understand how different audiences engage and refine experiences accordingly. This data-driven approach ensures we’re not just reaching people—we’re resonating with them.
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What criteria should marketers use when evaluating emerging experiential marketing channels for lead generation and brand building?
With so many new channels emerging, the real question isn’t “Is this new?” but rather “Is this effective?” Here’s how to evaluate them:
Audience Relevance: Will this channel reach and engage our target audience where they already are?
Data & Analytics Capabilities: Can we track engagement, conversions, and ROI effectively?
Scalability: Can this be expanded across multiple events, locations, or campaigns?
Brand Fit & Differentiation: Does this channel create an experience that is authentic to our brand and stands out from the competition?
At Cvent, we’re constantly testing and refining new experiential formats, whether it’s exploring immersive VR experiences, AI-powered networking, or hybrid event innovations—ensuring that every new channel we invest in drives real results.
How is data analytics reshaping experiential marketing in the events industry, and what tools are critical for optimising engagement?
Data is no longer just an add-on—it’s the backbone of modern experiential marketing. The real power of data analytics lies in its ability to:
Predict Behaviour: AI-driven insights help us understand attendee preferences and deliver hyper-personalized experiences in real-time.
Measure Real Engagement: Event heat mapping, sentiment analysis, and mobile app tracking provide deep insights into attendee interactions.
Optimise in Real-Time: Advanced analytics allow marketers to pivot strategies mid-event, ensuring every touchpoint maximises impact.
Essential Tools for Experiential Marketing:
– Cvent Event Management Platform – Tracks attendee engagement, registration trends, and post-event analytics.
– AI-Powered Networking & Matchmaking – Connects the right people at the right time for higher engagement.
– Mobile Event Apps – Provide real-time engagement insights, personalised agendas, and gamification features.
– Social & Sentiment Analysis Tools – Measure the emotional impact of brand activations and event moments.
At Cvent, we see data as the key to not just measuring engagement—but elevating it. The future of experiential marketing isn’t just about delivering great experiences—it’s about understanding and optimising them in ways that truly move the needle.
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