How do you demonstrate the true value of experiential marketing in a world where every investment is expected to be measurable?

Experiential is often viewed as harder to quantify than other marketing channels. Yet when designed with amplification and evaluation in mind, brand experiences can become powerful content engines, cultural moments, and measurable business drivers.

Joined by Michael Brown, course lead for the IPM Experiential Diploma, we’ll explore how live experiences can generate impact far beyond the event itself, and how marketers can prove that impact in the language of CMOs, CFOs and stakeholders.

In this session, we’ll cover:

• Why experiential is more measurable than many marketers think
• How to design experiences for amplification across paid, earned, shared and owned channels
• The role of content, PR and social in extending the life of live moments
• What good experiential ROI looks like and the metrics that matter
• How leading brands are building measurement frameworks that connect experiences to business outcomes

Michael will share practical strategies, real-world examples and proven approaches for turning experiences into scalable marketing assets, followed by live audience Q&A.

Designed for brand marketers, agency leaders and experience professionals looking to maximise the value, reach and accountability of experiential marketing.