Channel choice is less about chasing trends and more about understanding context. Consumers make decisions in multiple spaces: they shop at the shelf, they connect at events, and they share online. The challenge for brands is to orchestrate these touchpoints—knowing who to reach, where, and when.
POS – the ultimate “yes or no” moment
The point of sale remains the most decisive stage in the purchase journey. It’s where consumers make the final call—buy or walk away. Studies show that nearly half of marketers rank experiential activations as more effective than traditional channels in terms of ROI. Field evidence backs this up: a well-executed POS activation can unlock incremental sales. At this critical moment, every detail—signage, display, and design—becomes a strategic driver.
Festivals – where emotion fuels loyalty
If POS is about conversion, festivals and live events are about connection. According to the iVent-Vibe study by iSense Solutions, 62% of consumers feel more positively toward brands that deliver relevant experiences, while 78% recall brands that engaged them interactively. More than 80% actively seek human connection, emotional resonance, and memorable activities. We see it firsthand: when a brand authentically integrates into a festival’s story, the memory lives on long after the music stops.
TikTok – turning buzz into credibility
While live activations deliver depth, TikTok brings speed and cultural reach. For Gen Z, it’s the go-to platform for discovery and validation. Yet the strongest results come when digital buzz is anchored in real experiences. The viral moment becomes more authentic and sustainable when it’s grounded in something tangible, lived, and shared offline.
Why experience matters more than ever
Global data confirms this shift. The Elev8 LA – Experiential Marketing in 2025 report estimates the global experiential market will reach $128 billion this year. Seventy-four percent of Fortune 1000 marketers plan to increase budgets for live activations, with half reporting stronger ROI compared to other channels. In addition, 67% favor face-to-face events for building lasting memories, 85% of participants are more likely to purchase post-activation, and 91% share their experiences within their networks.
Orchestration is the real conversion driver
There is no single “best” channel. Shelf activations influence purchase, festivals build loyalty, and TikTok amplifies reach. True impact comes when these channels work together—when consumers discover a brand online, experience it live, and validate it at the shelf.
That’s the moment when visibility turns into memorability.