One of the fasted growing trends in marketing communications is the utilization of experiential marketing — also known as engagement marketing, on-ground marketing, and participation marketing in some circles.
Resources:
Discussion Questions:
- Choose one of the 10 Excellent Examples and research it in detail. Why was it deemed as being effective?
- Watch the Lipton Video. How might it build brand awareness and loyalty?
- Watch the Evaluation and Value video. What criteria are suggested as indicating a successful experiential marketing effort?
- Read the Forbes article. Explain how experiential marketing can enhance a retail operation.
- Choose three products and suggest venues and methods that could be used to created an experiential marketing activity.
Clow/Baack 