A Love Letter to Experiences

I am feeling very nostalgic as we approach our company’s 25th anniversary and look back proudly at both the evolution of the industry AND the incredible, industry-leading work we’ve done at Proof Experiences.  We count ourselves lucky to have worked with so many incredibly talented and caring people, building innovative and supportive client and partner relationships, to create meaningful and memorable work since we opened our doors in the summer of 2000.  

I certainly have changed in my 17 years with the company, but not nearly as much (or as rapidly) as the experiences industry!  When experiential marketing was first coined 20+ years ago, it was defined by sampling, stunts and table and chair set ups at tradeshows. We had no idea how sophisticated experiences would become, nor the breadth and depth of results they can deliver as a serious business building and marketing strategy. 

Today’s top agencies are leading with – and incorporating – strategy, technology, ESG, measurement, CRM, and some serious creativity & innovation in their experiential campaigns.  We are identifying new targets and tools for B2B, B2C, Employer Brand and educational campaigns. What used to be an ‘add-on’ to a marketer’s PR, media or shopper plan, is often now the main event and the key business driver for brands and companies. 

But an anniversary celebration is not just a look in the review mirror; it’s also an opportunity to look ahead and as leaders in creating memorable and impactful experiences, we know the future is very bright. Last year in the US alone, the experiential/sponsorship industry grew by over 6% to represent $43.5 Billion in marketing spend with projected growth of another 5.4% for 2024 (Winterberry Group, May 2024). Consumer demand for experiences is growing rapidly and leading agencies like Proof Experiences are helping steer clients in every industry from fintech to pharma to grocery and retail – many new to the XM space. Our recent client workshop on Sustainability in Events is just one way that we continue to innovate and lead clients in the future of experience marketing and the global role it plays. 

So, what am I most excited about for the future of experiences and keeps me awake at night? 

The role of technology and AI continues to push us to innovate in how we develop interactive and accessible experiences across platforms, industries, and target audiences, while remaining authentic. Climate change and social responsibility need to be addressed in an industry that is notorious for high levels of waste combined with a socially aware and demanding consumer. Continuing to recruit and train the next generation of caring, empathetic, and engaged employees/team members is more critical than ever in this new era of workplace wellness and work/life balance. Proof Experiences would be nowhere without amazing and committed people, so how do we continue to ensure that our employee, client, and partner experiences are prioritized without compromising on growth, excellence and innovation? 

Follow along this year as we look ahead AND back at some of our favourite Proof Experiences moments, campaigns, and people coupled with innovative investments for the future! We have so many exciting plans to celebrate this major milestone and can’t wait to share them with you all. We are kicking off the party by taking our team to the Azores in Portugal, an international hot-spot, and a leader in sustainable tourism. This trip also celebrates a year of double-digit growth for us as a proudly Canadian owned and women-led business. 

Let us know what your memories and moments are. We would love to share!   

Cheers to the next 25!  LFG!