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Tapping into Passion through Experiential Marketing

Tapping into Passion through Experiential Marketing. MKT 3865 Dr. Don Roy. Evolution of the American Consumer. Information. Experiences. Products. Services. “It’s the economy, stupid!” -Bill Clinton to Pres. George H.W. Bush, 1992. “It’s the experience, stupid!”

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Tapping into Passion through Experiential Marketing

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  1. Tapping into Passion through Experiential Marketing MKT 3865 Dr. Don Roy

  2. Evolution of the American Consumer Information Experiences Products Services

  3. “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

  4. Begin at the beginning • What is experiential marketing?

  5. Key Characteristics of Experiential Marketing • Sensory experience • Interaction • Relationship Experiential Marketing 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.

  6. Drivers in the Growth of Experiential Marketing • Media clutter • Desire to build emotional connections • Need to achieve brand differentiation Engage customers and other stakeholders Differentiate brand from competitors Source: Adapted from Wood, Emma H. (2009), “Evaluating Event Marketing: Experience or Outcome?” Journal of Promotion Management, 15, 247-268.

  7. Strategies of Sports Properties and Sponsors for Experiential Marketing • Achieve brand differentiation • Provide benefits through exclusivity • Offer rewards to key customers • Motivate product evaluation and trial

  8. Do what through what? • What doesprovidebenefits to targeted customers through exclusivitymean?

  9. Types of Sponsorship Activation Experiences • Branded spaces • Interactive play • Fantasy Sponsorship Activation

  10. Branded Spaces

  11. Interactive Play

  12. Experiential Marketing via Sponsorship Activation • Suggest how HBP could use one of the following strategies to activate its Nashville Predators sponsorship: • Branded space • Interactive play • Fantasy

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