Experiential Marketing

Event planners know a secret: traditional marketing will give you lackluster results. And all that social media marketing? You’ll get a few clicks, but you can do so much more. Why not give your audience an experience instead? 

Experiential marketing helps you forge genuine connections with your audience through immersive experiences. At the same time, you give your audience a deeper insight into your brand

Why Experiential Marketing?

Print advertising, along with TV and radio spots, have been the mainstay of advertising for decades. Now, we’ve added social media campaigns, Google ads, and other forms of paid online advertisements. They’re tried-and-true, effective ways to get your marketing messages out there. In fact, most of your marketing ideas probably use these traditional marketing methods. But as audiences have grown more sophisticated, they’ve become less receptive to traditional marketing.

Unfortunately, too many event marketers have chosen the old traditional marketing. Maybe they create a booth where someone can walk up to and read the placards. Or a virtual event where an attendee sits in and listens to speaker after speaker. For all the marketing effort, your event ROI might be minimal.

Traditional marketing campaigns are one-way interactions. Information flows from an advertising message to its target audience. With the exception of a few iconic campaigns, in the long term such advertisements are mostly forgettable. Those traditional campaigns do their job in the moment, but they don’t leave lasting memories. 

Why? Because your audience never interacts with them. You remember your own experiences best. Get people talking about your brand with memorable experiences.

immersive experiential marketing booth

Experiential Marketing Means Actively Engaging Branded Interactions

Experiential marketing is different. It’s a two-way interaction that gives audiences an active role. They don’t sit, passively absorbing brand messages. With this kind of marketing, the audience chooses to take part. And because they’re actively choosing to engage, they’re much more receptive to marketing messages.

A successful experiential marketing campaign sparks a deeper level of engagement with a brand. The user enters into an immersive experience with your brand. Each experience aims to target all five senses, when possible. These experiences trigger an emotional response. That response makes branded messaging more memorable, more effective, and much more pleasurable.

Create Positive Associations that Build Brand Loyalty

That’s an important part of what makes experiential marketing so successful. Positive brand interactions are vital for building brand loyalty. A great branded experience creates long-lasting positive associations. These associations help your audience feel a genuine connection with your brand.

More than Brand Activations

Go beyond brand activations. While brand activations might be part of your experiential marketing campaign, you can do more.

A brand activation campaign has a simple goal: to allow a potential customer to test your product or service. They will then see for themselves that your company’s advertising statements are trustworthy.

An experiential marketing strategy has a slightly different goal: to build a positive long-term relationship with a potential customer by creating a memorable, branded experience. Typically, you might also provide the opportunity to interact with your products and services in the process. In that way, brand activations are often a piece of an experiential marketing campaign.

At ProGlobalEvents, we love to see brand activations as part of your experiential marketing campaigns. And, we want to see the long-term relationships built from a well-crafted, immersive experience. That adds up to more than product testing. Ultimately, both marketing strategies aim for more engaged consumers with positive brand impressions. We can help you craft an experience that delivers on both goals.

Experiential Marketing…

  • Invites your audience to learn about your brand through tangible branded experiences 
  • Provides personalized experiences based on the choices and interactions of the attendee
  • Lets your audience interact with your brand 
  • Gives your audience a new way to understand your brand
  • Helps to humanize your brand, making it more than words and images on an advertising page 
  • Gives your brand authenticity

Types of Experiential Marketing: Live, Virtual, & Hybrid Experiences

A branded experience can be fun, unusual, exciting, educating, and inspiring. Most of all, it’s about engaging your audience and creating memories. Each memory creates associations that build on their relationship to your brand. Take a look at the experiential marketing examples for each type of event below.

Live Branded Experiences that Take Advertising Up a Notch or Two

Experiential marketing is the perfect way to get to know your audience, and let them get to know your brand. 

Take your brand outside the box with an engaging, entertaining branded experience. You can create a live branded experience at just about any event: trade shows, corporate events, entertainment venues, or mobile pop-up events. It is all about meeting your audience wherever they happen to be, and injecting something special into their day.

Invite your audience to walk into a booth or a seminar. Then awe them with every feature designed to make an impression, convey a feeling, and draw them into an interaction. 

Take a look at the following experiential marketing example from Zillow, an online real estate marketplace. Note the lawn chairs and every immersive element to create a sense of “home” and comfort.

Virtual Event Experiences: Welcome to the Metaverse

The traditional branded experience happens at a live event. However, there are many ways of giving your audience an immersive experience. You might think of the experience of walking inside a live event as the epitome of experiential marketing. But technology is changing the rules. With the advent of the metaverse, 3-dimensional immersive experiences are possible at the virtual level too.

With virtual events fast becoming a staple of the industry, the race is on to create the biggest, best, most engaging branded virtual experiences. The success of the first large-scale virtual events has proven that in-person isn’t the only option. 

Virtual events have huge potential for creating immersive branded experiences. The most sophisticated virtual events platforms are more like virtual worlds. Attendees can create their own custom avatars and explore a virtual venue just like they would a live one. It’s even possible to create 3D environments with live speakers and insert them right into the virtual world.

It’s all part of what’s being broadly termed the “metaverse,” a new way to think about, talk about, and interact with cyberspace. The metaverse is developing hand-in-hand with virtual reality and augmented reality technology. However, the metaverse itself isn’t tied to any specific piece of tech. It’s more about how we interact with technology.

As a society, we’re spending more time in virtual spaces, and increasingly, within immersive 3D virtual spaces. The metaverse invites us to imagine what we can do in those virtual spaces. It opens up whole new worlds of possibility for experiential marketing. 

Moreover, a virtual event or a virtual component to your live event provides new avenues for measuring event success. Every person that enters your virtual event leaves a digital trail, providing ample data for you to analyze.

Hybrid Event Experiences for a Global Audience 

Hybrid events are a synergistic mix that combines the best of both live and virtual events.

Hybrid branded experiences exist simultaneously in the physical world and the virtual one. It’s similar to how augmented reality takes elements that exist in the real world, and adds digital enhancements.

At a trade show, for instance, a hybrid experiential booth can provide a branded experience at the show for attendees who go to the venue. But the virtual audience doesn’t have to miss out on the fun. By creating a digital version of the live experience, every attendee can visit the booth, no matter where they happen to be. 

Most branded experiences happen at a specific location, and it’s only those who are lucky enough to live nearby who can participate. With this technology, branded experiences don’t have to be limited to a specific location—they can be for a global audience as well as a local one.

The hybrid experience is perfect for global brands, and for brands that want to take their messaging to a global audience for the first time. Hosting simultaneous live and virtual experiences can be an incredible way to introduce your brand to a new audience. You can make a big splash in doing so.

Take Your Brand to New Heights with ProGlobalEvents 

Experiential marketing offers unique advantages for brands that want stronger audience relationships. ProGlobalEvents can plan and execute your vision from start to finish.

ProGlobalEvents has 30 years of experience in the events industry. We excel at creating engaging, interactive, and immersive experiences. We are able to provide these experiences both in the physical world and the virtual one. We can provide you:

  • Experts in experiential marketing with decades of experience
  • Conceptualization and design
  • Live venue/site selection
  • Contract negotiation, staffing, and labor management
  • Event planning and design
  • Exhibit, mobile exhibit, and display design
  • Live site setup, including A/V, electrical, and technical expertise
  • A powerful 3D virtual events platform that supports a variety of content types
  • 3D studio technology that puts real people in custom-designed digital environments

From engaging live experiences…

We team up with our sister company, ProExhibits, to design and manufacture displays and exhibits to inform and inspire. We design exhibits that power strong brand relationships and showcase everything that makes your brand special.

Or, we take our decades of experience to create an entire experience out of your next corporate event. You can expect employees who leave your experiential event (re)inspired by your brand and the work you’re doing.

…to immersive virtual worlds

In the virtual world, we can create immersive, interactive, and engaging experiences. We set up the virtual venues, exhibits, and entertainment, with XtendLive, our all-in-one 3D virtual events platform. Take your marketing experience into the metaverse and captivate a global audience.

Put ProGlobalEvents to Work on Your Experiential Marketing Campaign

Make experiential marketing a core of your marketing strategy, when you partner with ProGlobalEvents. Experiential marketing lets you connect with your audience and sends your brand reputation soaring. Whether it’s live, virtual, or hybrid, ProGlobalEvents can help you make your next campaign a resounding success. Contact us today and let’s get started.

Jack Connolly

Executive Creative Director

As an experiential creative director, Jack prefers to draw outside the lines. He tells stories with original content and impactful design to ignite meaningful conversation.


Jack brings 20 years of event industry knowledge to ProGlobalEvents. He specializes in building live & virtual platforms for audiences to connect, engage and immerse themselves in the power of a shared experience. His skills range from ideation and concept development to defining an attendee journey through storytelling and design.

Jack understands the creative process is not linear, but a collaborative process between agency and client. He manages teams of designers and technology developers to pioneer impactful brand experiences. His diverse skillset and leadership ensure for award-winning results and memorable impressions.


In 2019, BizBash named Jack one of the top event designers in North America. SXSW awarded his work the “People’s Choice in Innovation” in 2021.

Jerome Nadel

Chief Marketing Officer

Jerome Nadel is Internationally experienced design-led marketing executive (CMO and GM) with a track record of improved market position, revenue growth, and M&A. He is an advance degreed psychologist and user experience product/service design expert, board member and advisor.


Prior to joining ProGlobalEvents |ProExhibits |XtendLive, he has had a variety of chief marketing officer and chief user experience officer roles at companies including Rambus, BrainChip, Human Factors International, SLP InfoWare, Gemplus, and Sagem. He started his career in the IBM Human Factors Labs.


He is also an avid cyclist with National and multiple California State Champion titles.

Ivan Fujihara

Chief Financial Officer

Ivan brings 25+ years in senior level management experience from a variety of technology industries.  His background includes accounting management, analytics and audit management for technology companies.  He has worked with companies such as THX, Ltd, Recruitology , Double Click, Creative Labs and more.  Ivan has also served on the board of Lincoln Families, a non-profit that supports East Bay children with the objective of disrupting the cycle of trauma and poverty.

Matt Rulis

Vice President of Sales

Matt is a marketing professional and has been managing marketing strategies, campaigns and environments for a diverse client base for over 15 years. From a service perspective, Matt and his team of Account Executives focus on fostering relationships to uphold a greater than 99% customer satisfaction rating year-over-year. Additionally, with extensive experience on the client-side of the industry, he understands that alignment between expectation and budget is paramount to a successful project. As a result, ProGlobalEvents' clients can expect a competitive advantage paired with top quality products and services. Matt is an avid fly-fisherman, enjoys most outdoor activities and is a true college football fanatic.

Tom Foley

VP of Operations

Heading the fabrication side of ProGlobalEvents is exhibit and event industry veteran, Tom Foley. For over 35 years he has been responsible for building amazing exhibits and environments for clients. Tom started out in the production area and has broad experience in project and operations management. He currently oversees production, warehouse, graphics and project management departments. Tom studied machine tool technology and welding before entering the industry. As a true "builder" he also enjoys restoring and modifying classic American cars.

Dick Wheeler


Dick serves as President of ProGlobalEvents and President of ProExhibits and is a board member of CEMA (Corporate Event Marketing Association). At ProExhibits he has been nationally recognized as an innovator and driving force in the fast-growing trade show exhibit and event industry. Under his leadership in 1997, the firm received INC magazine’s INC 500 award as one of America’s fastest-growing companies. His informative articles on developments and innovations in the trade show exhibit and event industry have appeared in national trade publications. Dick has a B.S. degree from Wittemore School of Business & Economics at the University of New Hampshire and has completed the Entrepreneurial Executive Leadership Program sponsored by MIT, YEO and INC. He is actively involved in Vistage, an interactive group of over 20,000 CEO’s and presidents worldwide and is a member of CEMA and EDPA.

Jody Tatro

Chief Executive Officer

In addition to being CEO of ProGlobalEvents, Jody is also the CEO of ProExhibits. With Jody at the helm, the company has been recognized repeatedly as one of the Top 50 Women Owned Businesses in Silicon Valley. She has set the outstanding client service standards for which the firm’s account management team is noted. Jody is a recipient of the YWCA’s Tribute to Women Award, the Junior League Community Volunteer Award and is listed in Who’s Who of Women in Business. Following her graduation from California Polytechnic State University in San Luis Obispo, Jody held various sales positions in several technology companies.