Welcome to Concierge Club’s Experiential Marketing Playbook. In today’s competitive landscape, experiential marketing ranks as one of the most popular marketing strategies brands and companies are leveraging. It’s easy to see why that is when 74% of consumers say engaging with branded event marketing experiences makes them more likely to buy the promoted products.
Welcome to Concierge Club’s Experiential Marketing Playbook. In today’s competitive landscape, experiential marketing ranks as one of the most popular marketing strategies brands and companies are leveraging. It’s easy to see why that is when 74% of consumers say engaging with branded event marketing experiences makes them more likely to buy the promoted products.
Concierge Club harnesses the power of experiential marketing to communicate brand stories audiences want to hear. We’re a premium event and experiential marketing agency consistently delivering exceptional experiential marketing campaigns for some of North America’s most notable brands. How do we do it? This playbook outlines our personalized strategies, shares real-world case studies, and features invaluable insight from Concierge Club’s founder, Monica Gomez, as well as other team members. Keep reading to discover how our 100% women and minority-owned agency leverages our team’s unique perspectives to craft groundbreaking events.
1. How experiential marketing fits into the marketing funnel.
2. The types of XM events and their specific purposes.
3. How to create compelling brand experiences that elevate brand value.
4. The metrics involved in tracking and measuring XM success.
5. Expert insights on future trends in the experiential marketing scene.
Experiential marketing (XM) is a dynamic and immersive approach to engaging your brand’s target audience. Unlike traditional marketing—which relies almost exclusively on the passive, one-way consumption of content—XM aims to deliver memorable and participatory brand experiences. At its core, XM strives to create emotional connections, foster brand loyalty, and drive customer engagement through hands-on, real-life interactions.
* Source : BloggingX
* Source : BloggingX
The focus of XM is on active participation, encouraging consumers to engage with your brand, its products, and its message.
XM leverages emotional resonance to create lasting memories and positive brand associations.
Effective XM makes a lasting impression on consumers, ensuring they remember their experience with your brand long after it’s over.
XM strives to convey a genuine and authentic brand identity by immersing participants in your brand’s culture and values.
A successful XM strategy is designed with measurable objectives, allowing for ROI assessment and optimization.
The marketing funnel is a model used to describe a customer’s journey with your brand. It helps marketers understand their audience in order to tailor their approach accordingly and typically involves four stages: awareness, consideration, conversion, and loyalty.
How does XM fit within the four stages of the marketing funnel?
Ultimately, XM effectively propels your brand through the entire marketing funnel. This particular marketing strategy isn’t just about creating brand experiences, but directing consumers on a captivating journey from the very first touchpoint to the final conversion. At the top of the funnel, experiential marketing excels at building brand awareness. By offering unique and immersive experiences, your brand captures the attention of potential customers, igniting their curiosity and sparking conversations. It’s all about generating enough buzz to set the stage for further engagement.
As you move further down the funnel, experiential marketing generates interest. This is where designing emotionally resonant interactions becomes a powerful tool in lead generation. Research reveals that 89% of consumers say they feel more connected to a brand after attending its experiential event. Fostering a sense of connection and belonging will encourage consumers to explore your brand more deeply.
The next step in the funnel uses experiential marketing to inspire action (a.k.a conversion). Whether it’s making a purchase, subscribing to your services, or becoming a brand advocate, the immersive experiences you provide will compel consumers to take a meaningful next step. They do so because they genuinely want to be a part of the story you’ve created, paving the way for lasting customer relationships and brand success.
Consumers become aware of the products or services your brand provides.XM generates awareness by creating buzz around an event or experience, drawing the attention of potential customers.
Consumers get a hands-on opportunity to interact with your offerings through a variety of engaging and educational experiences, including live demonstrations, free samples, and more.
XM piques interest on the spot by offering unique, immersive experiences that capture the audience's attention and curiosity.
Consumers connect with your brand and purchase your product or service.
XM nurtures a desire for your brand’s products or services through memorable and emotionally resonant experiences.
Consumers develop a preference for your brand and make repeat purchases.
XM creates memorable brand experiences and fosters customer connections, driving loyalty and future brand seeking.
of consumers reported that they would be more inclined to purchase the brand’s product or service after participating in a brand activation or experience.
of customers say that product demos and live events helped them understand the product better than any other advertising method.
of consumers have more positive feelings about a brand after a memorable brand experience.
of consumers say that live events have a stronger influence on them compared to TV ads.
Brands that utilize experiential marketing are viewed as forward-thinking and innovative by 72% of consumers.
of marketers believe that experiential events are the most effective marketing channels, overtaking digital advertising, email marketing, and content marketing.
Studies show that 90% of marketers say experiential marketing leads to more compelling engagement.
As more brands recognize the power of XM, it's becoming a competitive necessity. Failing to allocate resources to experiential marketing can result in your brand falling behind in the race for customer attention and loyalty.
XM creates meaningful interactions that go beyond traditional advertising, fostering deeper connections with consumers.
Satisfied event attendees often become brand advocates, amplifying your message and expanding your reach.
Events provide valuable data and insights into consumer preferences, allowing for more targeted marketing efforts.
Exceptional events leave a lasting impression, increasing the likelihood of customer retention.
With events, you position your brand as forward-thinking and customer-centric, gaining a competitive edge in the marketplace.
With events, you position your brand as forward-thinking and customer-centric, gaining a competitive edge in the marketplace.
XM creates meaningful interactions that go beyond traditional advertising, fostering deeper connections with consumers.
Exceptional events leave a lasting impression, increasing the likelihood of customer retention.
Satisfied event attendees often become brand advocates, amplifying your message and expanding your reach.
Events provide valuable data and insights into consumer preferences, allowing for more targeted marketing efforts.
A well-rounded marketing plan includes a mix of strategies, and XM events add diversity to your portfolio. While digital and traditional advertising channels have their merits, events offer a tangible, real-world component that complements your online presence. This multifaceted approach ensures that you reach your audience through various touchpoints.
It's an investment in building meaningful relationships, generating positive word-of-mouth, and ultimately, driving revenue and growth. Incorporating XM events into your marketing budget not only enhances your brand's visibility but also reinforces your commitment to delivering exceptional customer experiences.
Carlos Sousa,
Creative Director, Concierge Club
"Budget is a consideration of how innovative we can be. Some of the clients we have are very traditional, in that they don't want to try something new—they just want to do what works. What we try to do is get them to try something new: an innovative technology, an innovative approach, something they haven't done before."
While they share a similar purpose, there are several different kinds of experiential events.
Which works best to show off your product or service will depend on your brand, so stay tuned as we walk you through them.
The customers should feel as if they’re part of what’s being presented to them as they’re pushed to explore. Virtual reality (VR) and augmented reality (AR) have become increasingly popular methods of delivering these experiences.
These “activate” your brand in the minds of consumers. Whether you’re launching a new product or simply want to boost brand awareness, these in-person events are great for building meaningful connections.
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Create stunning kiosks at retail outlets or pop-up stores that enhance the overall shopping experience. Inspire audiences to gravitate toward you with a branded environment of high style.
Consider a product showcase if your brand has something particularly new or exciting to show the world. These generate buzz and media coverage, leading would-be customers further down the funnel as they engage firsthand with your new offering.
Whether your goal is to network, showcase products, or get exposure to the industry, trade shows and exhibitions are vital in experiential marketing. Booths are transformed into engaging spaces where attendees can participate in demonstrations and interact with brand representatives on a personal level.
The element of surprise is at the core of this strategy. Whether it’s the installation of an interactive structure or a thought-provoking mural, the goal of guerilla marketing is to generate hype and excitement around your brand.
We understand that true extravagance lies in crafting exceptional experiences. At Concierge Club, we redefine “premium” by transcending traditional marketing. Our approach is rooted in the art of experiential marketing, where every campaign is a testament to creativity, emotion, and immersive storytelling—with experimentalism at the core.
Now more than ever, consumers are increasingly valuing experiences and emotional connections over material goods. The experience of buying a product matters just as much as the product itself. XM connects these dots by tapping into emotions, memories, and personal growth to create a lasting impact. Emotional resonance is powerful; our campaigns are carefully crafted to leave a lasting impact, evoking emotions that participants will carry with them long after the event concludes.
Consumers want to be active participants, not passive spectators, and we design our campaigns to satisfy that need.
Case Study
Promote HP products and launches across high-volume consumer channels during purchasing seasons.
Hewlett-Packard came to us with a vision to create a premium experiential marketing environment showcasing HP’s premium brand and line of products to consumers in an innovative and engaging way.
Our team designed an activation that involved a celebrity appearance from NBA star Danny Green as well as consumer interactive experiences through hands-on demos of HP Sprocket, the HP Sprocket App, and HP’s line of personal systems. To top it all off, we also developed customized consumer engagement software.
Monica Gomez,
Founder of Concierge Club
“We suggested a blend of celebrity presence and basketball, leveraging the Raptors’ popularity at the time. By including Danny Green, the event drew in thousands of attendees. People were driven by their desire for a certain feeling—a visceral connection. Capturing that moment through a photo left them with a lasting positive impression of HP. And it’s an experience that they’ll probably remember forever.”
The key to our success is fostering a deep client understanding. We’re committed to identifying our client’s brand, values, and audience—only then can we weave compelling narratives into activations that immerse participants.
Going beyond the cookie-cutter approach involves engaging all the senses. Experiences that leave a lasting impression are multi-dimensional, from sights to sounds and everything in between. There is more than one way to feel something, and we’re all about creating experiences that tap into each of these perspectives.
Carlos Sousa,
Creative Director, Concierge Club
In the past, brands have tried to tell a story regardless of what their audience wants to hear—and that's where that disconnect happens. When a brand successfully identifies how their audience resonates with them, and they're able to communicate that story to them, that's when the magic happens.”
Who you are as a brand and how consumers see you matters. Experiential events should connect the two seamlessly. Consumers today, more than ever, are discerning and values-driven. They want to align themselves with brands that not only offer quality but also mirror their own beliefs, aspirations, and ideals. Therefore, how a brand is perceived in the eyes of its consumers can directly impact their willingness to engage with the brand, become loyal customers, and advocate on its behalf.
In an era where consumers are inundated with choices, you have to do more than just sell products or services—you have to establish a meaningful identity that resonates with your target audience.
This is why Concierge Club ensures that every campaign aligns with our clients’ brand values. As consumers become more accustomed to transparency and authenticity, they’re getting better at spotting inauthenticity. If an experiential event doesn't align with a brand's true values, it can lead to distrust and even backlash. We understand that the success of an experiential marketing campaign is not just measured by the number of attendees or social media buzz it generates but by how effectively it reinforces the brand's essence.
Countless elements make for a successful experiential campaign. Like a great recipe, each one is needed to get the desired result. We understand that success in XM lies in the meticulous orchestration of these elements.
Carlos Sousa,
Creative Director, Concierge Club
“A common component of an XM program is delivering a customizable takeaway for the visitor. We’ll always look at ways of how we can do that with the brand's actual product. And if there's no product, we'll look for a relevant, souvenir-type, customizable experience, token, or memory that the user can take with them.”
Experiential marketing success is attained when you’ve immersed audiences in a story and a world that allows them to escape the mundane.
Elicit an action and a response from audiences right on the spot. Create components that inspire interaction between your brand and consumers.
Appeal to the senses and make audiences see, hear, and feel what your brand is all about—engage all five for a sure-fire win.
Give people a reason to not miss your event. Whether it’s celebrity appearances, limited edition product releases, or new flavours specific to an event, incorporating exclusivity factors and perks that can’t easily be found elsewhere is one of the most effective ways to increase awareness and drive traffic to an activation
Highlighting experiential campaigns as “limited access” emphasizes their special nature and importance—a nod to FOMO marketing.
The process behind curating a premium experiential marketing strategy is equally unconventional—there’s no set-in-stone checklist. However, what remains consistent from client to client is our commitment to fully understanding their goals and audience, and our passion for collaborative creativity.
Here’s how we set ourselves up for success:
We approach each project with an integrated lens. We take the following steps to ensure our vision aligns with that of our clients:
Gathering information as we are briefed on the project.
Holding sessions with the client to ensure we get to know them, their brand, and business objectives to establish ways of working.
We iron out these important details:
• The details of our vision.
• A strategic approach to achieve the desired outcome.
• The ins and outs of our activation plan.
• Calculated budget estimate.
This stage involves holding formal presentations to obtain feedback and revisions. Upon alignment on ideas, we will create a detailed budget and statement of work.
During this stage, we provide our full activation and implementation plans which include final asset mock-ups, training, and logistical plans.
This is when we provide our learnings from the activation, including the KPIs from our program. We’ll also include our recommendations on potential next steps based on this data.
Gathering information as we are briefed on the project.
Holding sessions with the client to ensure we get to know them, their brand, and business objectives to establish ways of working.
We iron out these important details:
• The details of our vision.
• A strategic approach to achieve the desired outcome.
• The ins and outs of our activation plan.
• Calculated budget estimate.
This stage involves holding formal presentations to obtain feedback and revisions. Upon alignment on ideas, we will create a detailed budget and statement of work.
During this stage, we provide our full activation and implementation plans which include final asset mock-ups, training, and logistical plans.
This is when we provide our learnings from the activation, including the KPIs from our program. We’ll also include our recommendations on potential next steps based on this data.
We approach each project with an integrated lens. We take the following steps to ensure our vision aligns with that of our clients:
Gathering information as we are briefed on the project.
Holding sessions with the client to ensure we get to know them, their brand, and business objectives to establish ways of working.
We iron out these important details:
• The details of our vision.
• A strategic approach to achieve the desired outcome.
• The ins and outs of our activation plan.
• Calculated budget estimate.
This stage involves holding formal presentations to obtain feedback and revisions. Upon alignment on ideas, we will create a detailed budget and statement of work.
During this stage, we provide our full activation and implementation plans which include final asset mock-ups, training, and logistical plans.
This is when we provide our learnings from the activation, including the KPIs from our program. We’ll also include our recommendations on potential next steps based on this data.
Instead of prescribing a one-size-fits-all methodology, we begin our journey by engaging in meaningful discussions with our clients.
During the discovery phase, we immerse ourselves in our clients’ brands to gain a comprehensive understanding of their identity, core values, audience, and key drivers, as well as the competitive landscape in which they’re competing. By asking the right questions and actively listening to their responses, we uncover the essence of their vision, allowing us to design experiences that align seamlessly with their unique identity.
Once we have a deep understanding of our client and their objectives, our team moves into ideation, where we draw on our experience to tailor a solution for an effective experience— backed by a strategy with a focus on driving results for our clients.
Case Study
Promote Sephora during the high-volume holiday consumer season.
We wanted to do something innovative for customization on-site at the event.
We designed the “selfie wrapping paper” station! The project involved creating a Sephora-branded, custom-made wrapping paper, complete with various spots where a selfie could be printed. Guests could either take a photo on-site or choose one from their phone, and anyone who participated got a roll of personalized wrapping paper to take home.
Monica Gomez,
Founder of Concierge Club
“The paper roll featured an integration of Sephora’s brand elements. We designed patterns that mirrored their distinctive stripes and their holiday décor that year.”
Concierge Club is committed to involving clients in the creative process. We’ve found that this collaborative approach creates a sense of ownership and investment in the experience, resulting in more satisfied and engaged clients.
By fostering open dialogue, brainstorming, and sharing insights, collaborative creativity taps into a collective pool of innovation. It encourages cross-disciplinary thinking and mutual inspiration, ensuring the campaign not only aligns with the client’s vision but also leverages the full spectrum of creative possibilities.
We thrive on inspiring clients to try something new, whether it’s testing out new technology, an innovative approach, or just experimenting with something they’ve never done before. Having that foundation of mutual trust and understanding creates a dynamic partnership that only enhances an XM campaign’s effectiveness.
Experiential marketing is a dynamic strategy that requires a nuanced approach to measuring success. At Concierge Club, we understand that key performance indicators (KPIs) are essential for evaluating the impact of XM campaigns. We work closely with our clients to define clear KPIs and measurable outcomes, ensuring every element contributes directly to achieving these objectives.
Beyond the event itself, we leverage data analytics and post-event feedback to refine and optimize future attendee experiences. This commitment to data-driven decision-making allows us to fine-tune our strategies, maximize return on investment (ROI), and maintain our position at the forefront of the XM landscape. XM is not just about captivating the audience; it's about delivering tangible, lasting value to our clients.
The number of attendees and their level of engagement are fundamental KPIs. Tracking attendance provides a baseline for evaluating campaign reach, while engagement metrics, such as dwell time, interactions, and participation rates, reflect the quality of the experience.
Quantify the brand exposure achieved through XM, including media coverage, social media impressions, and the amplification of key brand messages.
Measure the number of leads generated during or as a result of the event. This includes inquiries, sign-ups, and potential customers identified.
Assess how XM events impact sales, both immediately and over time. This can include direct sales at the event, as well as the post-event conversion rate.
Collect qualitative feedback through surveys, interviews, and social media sentiment analysis. Insights into participant perceptions and emotions are invaluable.
Tracking and measuring the success of an XM campaign is a multifaceted process. Using both qualitative and quantitative metrics, here are a few of the KPIs that Concierge Club uses to gauge the success of an XM campaign:
We evaluate the ROI by comparing the campaign's cost to the revenue generated as a result of the event.
Measuring the conversion rates of leads generated during the event to paying customers post-event provides insights into the campaign's sales impact.
Utilizing event-specific apps, sensors, and data collection tools, we gather quantitative data on attendee behaviour, including foot traffic, dwell time, and interactions with brand activations.
We conduct post-event surveys to gather feedback on participants' emotional responses, brand perceptions, and overall satisfaction.
We monitor social media channels for mentions, sentiment, and trending topics related to the event, providing qualitative insights into the brand's public perception.
Effectively analyzing ROI begins with utilizing an organized framework, typically involving the following four steps:
Determine the main objective of your event and identify the KPIs you’ll be utilizing to monitor whether you’ve achieved your goal.
Thoroughly gather quantitative and qualitative data during and after the event.
Calculate the ROI using a clear formula that considers both revenue and expenses.
Evaluate the impact of the campaign on brand perception, customer engagement, and sales.
Engage with the client to discuss findings, extract qualitative insights, and align on areas for improvement.
Use insights from the analysis to refine future campaigns, optimizing strategies and tactics based on what resonated most with the audience.
Having all of these insights organized into a clear framework will also serve as a helpful tool to refer to when building and refining future campaigns.
Case Study
Create a unique experience for consumers across 13 Cadillac Fairview properties Canada-wide during the holiday season.
Provide a premium holiday shopping experience with 20% of all proceeds donated to WE in support of Canadian youth empowerment programming.
The gift wrap valet experience involved 400 staff a day for 24 days. It originally ran at 19 locations the first year before expanding to 24. Cadillac Fairview says this was their highest-rated program ever done.
• 45,000+ gifts wrapped
• 23,000+ in depth consumer interactions
• Customer opt ins to CF news
• 20% of total sales donated to charity
Monica Gomez,
Founder of Concierge Club
“We had also created an app that tracked the valeted gift from check-in to the back so no items were misplaced. When guests checked in their gift, they could either continue shopping, encouraging them to return to the mall, or they could relax in the exclusive lounge where we set up strategic partnerships like wine sampling and chocolate tasting.”
Ultimately, there’s no one-size-fits-all formula for assessing the accurate ROI of an experiential marketing campaign. Unlike traditional advertising—where metrics such as impressions or clicks are the basis—experiential marketing is heavily focused on emotional connections, which is challenging to put into numbers and display in a trackable metric.
This is why XM is associated with “soft ROI,” which is a long-term strategy from which you reap benefits over time as a result of putting in constant effort to build connections with audiences. It’s incredibly different but no less valuable than “hard ROI,” which presents quantifiable results and more accurate numbers.
The impact of soft ROI presents itself in the resulting brand strength, positive customer feedback, and customer loyalty. Brands should make it a point to collect data on consumer interactions and feedback to gain a deeper understanding of their impact.
Measuring the results of your XM event comes down to setting clear objectives from the very beginning. What is it that you want to achieve through your experiential marketing activation? Are you aiming for increased sales, more signups, or maybe a boost in social media engagement and brand awareness? It’s these types of elements that can be measured and demonstrate the true impact of XM.
When the values of your reach and impact are put side-by-side with the overall activation spend, an average measure of ROI can be derived.
Whether it be because of technological advancements, new trends reshaping expectations, or world-altering incidents out of anyone's control, you can be sure that the industry of experiential marketing is always changing—are you ready for what’s next?
Brands looking to reach new heights are going to have to take risks. They’re going to have to break the status quo and go past what’s comfortable. In this section, we’ll take a look at what might be to come in 2024 and beyond.
As the world changes, so do consumer expectations. These are some of the things people are looking out for now and will want to see next year:
Experiences rooted in purpose, sustainability, health and wellness.
Partnerships with other brands.
In-the-moment retail experiences (e.g. pop-ups, mobile activations).
Experiences with AR/VR technology.
Multisensory experiences.
Social media extensions (e.g. influencer and creator partnerships).
User-generated content.
Customization and unique experiences.
Smaller and more personal events.
The key to surviving the inevitable is preparing for it.
Now, with pandemic lockdowns in the rearview mirror, it can be tempting to not think about something like that ever happening again. However, savvy marketers should still be thinking about how their experiences can translate digitally.
The inevitable doesn’t just mean pandemics, either. It also means having alternative plans in place for outdoor events where inclement weather can be an issue, too. It’s never a good idea to put all your eggs in one basket—stay prepared.
AI makes way for that sought-after customization element to shine.
Earlier digital experiences were more pre-scripted. For example, they would provide a limited set of choices or answers to attendees on the spot. Now, brands leverage AI as an experiential marketing strategy to enhance the user experience on the brand's behalf.
Using AI in place of that pre-developed script leads to increasingly clever and more personalized communication with the user—making them feel like it's a person or a brand on the other end. Use this to your advantage!
Carlos Sousa,
Creative Director, Concierge Club
“As the industry moves forward, there is a growing consideration on event accessibility and expanding the reach of the experience beyond its physical footprint.”
The pandemic was a great example of how embracing innovation allowed for greater reach through the use of technology.
Tools like virtual reality enabled users to attend virtual conferences and interact with other participants. This not only satisfied safety measures in an unprecedented time but also eliminated geographical barriers (which increased attendance) and created a networking opportunity that felt more immersive and engaging in a time when society was otherwise feeling quite isolated.
The shift was so successful that now, even with in-person events back in full force, many are offering a hybrid format to allow for a broader audience reach while catering to various comfort levels.
Partner with a team that never settles for second best.
We believe in tailoring each campaign to resonate with the specific interests and values of the target audience, ensuring a deeper and more meaningful connection. By combining creativity, cutting-edge technology, and a deep understanding of consumer behaviour, we curate experiences that leave a lasting impact and foster genuine brand loyalty.
Having produced successful campaigns for some of the biggest brands in North America—including Sephora, Cadillac Fairview, Hewlett Packard, Guerlain, and Hyundai Canada— Concierge Club has become the go-to agency for premium experiences and experiential marketing events.
We weave diversity and inclusivity into our campaigns through representation, collaboration with diverse partners, and cultural research. Our team ensures that every campaign respects and resonates with a wide range of audiences.
Count on us to bring your vision to life in a collaborative environment where your brand identity and vision are fully realized and respected.
We become an extension of your team.
We provide you with a dedicated client service team of industry experts.
You will be fully supported by our design team.
We will establish ways of working/best practices at the outset.
We will immerse ourselves in your brand.
You get the results you’re looking for!
Clients are provided with quarterly trend reports and industry pulse checks with specific relevance to your industry.
We have partnerships with many suppliers and vendors that allow us to provide the best rates and opportunities to you.
We will negotiate a reduced rate card for our ongoing clients.
Thank you for checking out our Experiential Marketing Playbook! We’re grateful for your time and willingness to hear about our commitment to crafting exceptional experiences—people like yourself continue to inspire us at Concierge Club to do great work.
As you’ve learned, the benefits of experiential marketing are plentiful. It’s an avenue to connect with your target audience, make a lasting impact as a brand, and develop genuine relationships with customers. Now, all that’s left is to put this knowledge into action.
What are you waiting for? The time is now to start crafting unforgettable experiences that will take your brand to the next level. We’re ready to do something exceptional. Talk to us today to get started!
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