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“It’s the economy, stupid!”-Bill Clinton to Pres. George H.W. Bush, 1992
“It’s the experience, stupid!”-Dr. Don Roy to marketers everywhere, 2014
Key Characteristics of Experiential Marketing
• Sensory experience
• Interaction
• Relationship
ExperientialMarketing
Source: Adapted from Finn, Gavin (2009), “A Dimensional View of Experiential Marketing,” January 19, accessed April 28, 2010 at http://www.brandchannel.com/brand_speak.asp?bs_id=210.
Drivers in the Growth of Experiential Marketing
• Media clutter• Desire to build emotional connections• Need to achieve brand differentiation
Engage customersand other stakeholders
Differentiate brandfrom competitors
Source: Adapted from Wood, Emma H. (2009), “Evaluating Event Marketing: Experience or Outcome?” Journal of Promotion Management, 15, 247-268.
Strategies of Sports Properties and Sponsors for Experiential Marketing
1. Achieve brand differentiation2. Provide benefits through exclusivity3. Offer rewards to key customers4. Motivate product evaluation and trial
Types of Sponsorship Activation Experiences
• Branded spaces
• Interactive play
• Fantasy
SponsorshipActivation