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:

  1. Choose one of the 10 Excellent Examples and research it in detail. Why was it deemed as being effective?
  2. Watch the Lipton Video. How might it build brand awareness and loyalty?
  3. Watch the Evaluation and Value video. What criteria are suggested as indicating a successful experiential marketing effort?
  4. Read the Forbes article. Explain how experiential marketing can enhance a retail operation.
  5. Choose three products and suggest venues and methods that could be used to created an experiential marketing activity.

About Dr. Donald Baack

Co-author of textbook.

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