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23-05-2017 1 YOUR HOST: DANIEL C. HANOVER AD-ANCHORED PASSIVE CAMPAIGNS PUSH MARKETING EXPERIENCE-DRIVEN ACTIVE ENGAGEMENT PULL DIALOGS In-store point-of-sale, coupons, shopper media Mail, email, banner ads, social media used to target Incentives and discounts used to accelerate sale Radio, print and outdoor leveraged for full coverage TV spots used to reach as many people as possible ENGAGEMENT DIALOG LEARNING TRIAL CONSIDERATION PURCHASE Used correctly, experiential marketing allows marketers to accomplish the objectives of the entire marketing mix without wasted spends across multiple spend channels Marketers are using marketing campaigns that connect with an audience, trigger emotions and use those emotions and those connections to form a renewable purchase-driven relationship
