The Rise of Experiential Events: Why Brands Are Investing More Than Ever

Experiential events have become a powerful tool for brands looking to create deeper connections with their audience. But for brands new to the world of activations, like Glowbar during their Philly pop-up, the choice between managing an event in-house or hiring an agency can be a tough decision.

Audience Engagement That Sticks

Let’s face it—most of us scroll past ads without a second thought. But when we’re part of an event, something changes. Brands are tapping into this desire for real, in-person engagement. According to EventTrack, 91% of consumers are more likely to purchase after participating in an event, showing just how powerful these experiences can be . It's not about selling a product—it’s about creating an unforgettable moment that connects with the audience on a personal level. (ATNstaffing) (CMO Syndicate).

However, when Glowbar was planning their Philly pop-up, they faced a challenge that many first-timers do. The agency quotes they received were beyond their budget expectations. “Fortunately, we have a very scrappy and resourceful team by nature, and so it was actually really fun to get to flex some of those muscles to make this happen,” noted Glowbar’s Senior Marketing Director in an article Posted by Juanita Chavarro Arias Event Marketer's managing editor., Event Marketer.

But what if you don’t have a scrappy in-house team?

That’s where a boutique agency like Barnastics can step in and provide immense value. While Glowbar’s DIY approach worked for their first event, brands without the internal bandwidth or event expertise may find it more efficient—and cost-effective in the long term—to partner with an agency. Here’s why:

• Flexible Budgeting: Large agencies can sometimes push budgets past expectations, but boutique agencies like Barnastics offer adaptable pricing, ensuring that your project stays within your financial limits without sacrificing quality.

• Expert Partnerships: With Barnastics’ network of top-tier vendors and strategic partners, we can secure discounts and access to venues that your in-house team might not be able to negotiate. This helps maximize every dollar spent, ensuring your activation delivers the impact you’re aiming for.

• Scalability & Strategy: While handling one-off events internally may work in the short term, brands that want to scale their activations will need external support to maintain consistency and quality. Barnastics provides the infrastructure to take your brand’s vision to the next level, managing everything from concept to execution.

Leaving a Lasting Impression

Experiential events have the power to make you feel something. Whether it's an interactive art installation, a pop-up shop, or a brand activation at a music festival, these experiences go beyond the typical marketing noise. Studies show that 98% of people feel more inclined to purchase a product after experiencing it firsthand . That’s because these events create emotional connections—something traditional ads often struggle to achieve.

Consumers Expect More Now

Consumers have evolved, and so have their expectations. These days, people aren’t just looking for great products—they want meaningful experiences. The evolution of consumer expectations means that brands need to step up and offer something that feels unique and memorable. Whether it's through product demos or immersive pop-ups, experiential events cater to this growing demand for engaging, real-world interactions.

Why Brands Are Jumping In

With such high engagement and emotional impact, it’s no wonder that brands are pouring their marketing dollars into experiential events. According to Freeman’s Global Event Data report, companies are allocating more of their budgets toward experiential marketing each year . From luxury goods to tech startups, brands understand that these events are not just about promotion—they’re about building lasting relationships with their audiences. (Event Marketer)

As we move further into 2024, expect to see even more brands embrace experiential marketing as a core strategy. They’ve discovered that it's not just about getting their name out there—it’s about creating something unforgettable.