Each year, the EventTrack Experiential Marketing Forecast & Benchmark Study provides a data-driven view into how brands are using live experiences to drive business results. The EventTrack 2026 findings make one thing clear: experiential marketing is no longer a supporting tactic. It has become a core growth driver within the modern marketing mix.
Budgets are increasing, expectations are higher, and brands are demanding more accountability from every event they produce. Experiential marketing is now expected to fuel PR, generate content, support demand generation, and deliver measurable outcomes, often simultaneously.
Those insights came to life for me at EDPA Access, where the EventTrack 2026 research was first presented to the industry.
When Industry Data Meets Real-World Experience
EDPA Access was my first experience with the Experiential Designers & Producers Association, and it offered a powerful snapshot of where the experiential events and exhibits industry is headed. Beyond the research itself, the event was filled with thoughtful conversations about economic conditions, evolving audience expectations, and the increasing pressure on events to prove their value.
The event and the research reinforced that experiential marketing is no longer about creating moments that are simply seen. It is about designing experiences that are felt, remembered, and shared.
The conversations throughout the event closely mirrored the EventTrack data. Brands are investing more in experiential marketing, but they are doing so with sharper focus and greater strategic intent.
Engagement That Drives Business Outcomes
One of the strongest themes in the EventTrack 2026 research is the shift away from awareness-only objectives. Today’s most effective experiential programs are designed to drive measurable business outcomes, including:
- Stronger brand sentiment
- Deeper customer and prospect relationships
- Higher purchase consideration
- Qualified leads and sales intent
Audiences no longer want to be passive observers. They want to explore, interact, and understand. When experiences invite participation rather than simply displaying information, brands earn trust, credibility, and long-term value.
This is why success is increasingly measured by engagement quality and post-event impact, not just foot traffic or impressions. The brands pulling ahead are those that align creative execution with commercial performance.
Engagement Is Not Activity
A standout moment at EDPA Access was the keynote from Liz Forkin Bohannon, who captured the essence of experiential marketing with a simple but powerful idea:
“We can’t consume community and connection. We can only create it.”
That distinction matters. Engagement is not about how crowded a space looks or how many touchpoints are offered. It is about whether people feel welcomed, understood, and compelled to connect with a brand and with one another.
The most successful experiential marketing strategies are intentionally designed to create that connection, knowing it is what ultimately drives loyalty, advocacy, and action.
Events as Strategic Growth Platforms
The EventTrack 2026 data also highlights a critical shift in how brands approach their event portfolios. Rather than producing more events, many are focusing on fewer, higher-impact experiences that function as strategic growth platforms. These experiences are expected to:
- Generate PR and earned media
- Support content and social strategies
- Enable sales and relationship-building
- Extend value well beyond the event itself
This evolution requires a different approach to experiential design; one that considers performance before, during, and after the event.
At Elevation3D, this mindset guides everything we do. We design and build experiences that perform across channels and over time, helping brands turn live engagement into measurable business impact.
Built on Connection. Designed for What’s Next.
In an environment shaped by economic pressure, digital saturation, and emerging technology, people are craving what only in-person experiences can deliver: connection, community, and credibility.
At Elevation3D, we are focused on creating experiences that show results.