Monica Gomez is the Founder and CEO of the award-winning event and marketing agency, The Concierge Club.
Regardless of your business’s size, marketing is an essential investment that keeps customers coming to your front door. Still, it takes funds to get marketing results, which is why every business needs some kind of marketing budget.
While some marketing budgets are declining, specific kinds of marketing are getting more funding. In fact, “80% of companies have increased their experiential marketing budgets so that they now account for 10-30% of their overall marketing spend.”
Everyone’s trying to do more with less these days, and 2025 will likely be no exception: How we connect, engage and dazzle our audiences continues to evolve. For executive leaders, building a marketing budget isn’t just about dollars and cents; it’s also about knowing where to make the greatest impact with your budget dollars.
Having spent over a decade orchestrating experiential marketing campaigns, I’ve seen firsthand what works and what’s just noise. Here are the five key areas every savvy leader should invest in to stay ahead in the new year.
1. Experiential Marketing As A Channel
In a post-pandemic world, consumers are itching to reach others not through their screens, but through face-to-face interactions. This is your opportunity to shine. Make your brand relevant and boost sales by creating impactful brand experiences that consumers want to participate in.
While customers can scroll past ads and emails, experiential marketing doesn’t fade into the background—it sticks with you. Think pop-ups, product launches or sampling campaigns that align with your brand. Every interaction with your audience should leave them not just aware of your brand but rooting for it.
For example, my experiential marketing agency created an engaging experience for our client Drunk Elephant. Using the theme “A Shore Thing,” we created an airy, beachy experience—complete with an LED palm tree—to give shoppers a break at a busy mall. Consumers enjoyed this hands-on experience with the brand and were able to try the products and receive samples, which drove purchase intent. A webinar or ad couldn’t do that.
2. Video-First Content
I love blogs, Instagram posts and graphics, but in my experience, consumers prefer video content. If you haven’t already started filming videos promoting your brand, set aside a modest budget for video in 2025.
Fortunately, you don’t need to plan a big, elaborate filming session. Leverage experiential marketing as a content creation opportunity. You can easily convert video of the event experience into evergreen content, product shoots and even customer testimonials.
If your marketing team has smartphones, you’re already well on your way to creating social-media-ready content. Most consumers don’t like over-produced content anyway, so route your budget funds to microphones, ring lights and video editing software. Video content is remarkably effective at bolstering audience engagement, so it’s worth your time and money in 2025.
3. Sponsorships
In 2025, strategic sponsorships are no longer just about slapping your logo on an event banner. You need to create meaningful partnerships that elevate your brand, offer an incredible opportunity to connect with your consumers, align your business with trusted events or organizations and demonstrate shared values.
Whether you’re sponsoring a local charity gala, a community sports team or a high-profile industry conference, the key is to choose opportunities that authentically align with your brand. Think beyond traditional sponsorships; instead, consider integrating your brand into the experience. For instance, if you’re in the food and beverage industry, you might sponsor a tasting lounge at a festival where attendees can interact with your products firsthand.
4. Influencer Showcases
It’s no surprise that influencers still deserve a sizeable slice of your 2025 marketing budget. One study by a micro-influencer platform found that 81% of brands surveyed said that micro-influencer content met or exceeded their expectations—and it doesn’t hurt that these influencers charge way lower rates than the Kardashians of the world.
I recommend partnering with smaller-scale influencers for seasonal campaigns, product launches or for some good old-fashioned fun. And even in a digital world, don’t underestimate the power of real-life, jaw-dropping experiences that are perfect for sharing. When my team worked with Sephora to showcase their holiday collection, we created a cottage-like atmosphere with cocktails, product displays and even artificial snowfall. Influencers shared this immersive moment with their followers, spreading brand magic far and wide.
5. Word-Of-Mouth And Testimonials
Word-of-mouth (WOM) is such a powerful marketing tool. Today, most shoppers check reviews on Yelp or Google before buying anything. They put a lot of trust in other shoppers’ experiences with your brand, prioritizing what they read in reviews over branded content.
Most of your potential customers are looking for reviews, so give them what they want! Experiential marketing drives word-of-mouth, making it a cinch to collect customer testimonials for your website and socials. Unlike static one-way communication, like an ad, events drive WOM and customer loyalty.
When customers engage with your brand through a product demo, an engaging activation or a thoughtfully designed experience, they’re more likely to share that experience with friends, family and even their social networks.
In 2025, Spend Smart, Engage Big
Business executives have to be mindful of costs. Fortunately, you don’t have to drain your marketing budget on expensive ads. Allocate funds to these five top-performing marketing strategies in 2025 to turn more heads for less.
No matter your business size or industry, these five strategies will help you make connections that last, spark engagement and keep your brand top of mind. So roll up your sleeves, take a strategic approach and get ready to make 2025 a year of powerful, memorable marketing moments.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
Read the full article here
