A Summary of Experiential Marketing

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Strategic Leisure Management


Assignment 13
Development of Marketing Trends3
Experiential Marketing4
The Challenges of Experiential Marketing5
Live Brand Experiences6
Assignment 26
Campaign Description7
Characteristics of the Experiential Marketing Campaign7
Campaign Strategy8
Campaign Evaluation8
Assignment 311
Experiential Marketing within different Sectors11
Is Experiential Marketing for Everyone?11
Experiential Marketing: Key Findings12
The Role of Experiential Marketing14

Outline of the Assignment

Give a brief presentation of the development of marketing trends and critically discuss the implications of live brand experiences in a marketing context including the challenges of new marketing methods like experiential marketing. -------------------------------------------------

Development of Marketing Trends

It is accepted that both the concept and function of marketing have changed and keep changing (McCole, 2004: 2).

Adams (2011) reminds the use of the concept of “live marketing”, which many year ago was used to describe anything where people where a “just” little more creative than not doing marketing at all. Nowadays, using creative techniques seems to have become almost commonplace (Ibid).

Further on, more and more consumers began to perceive marketing trough a wide spectrum of different marketing communication channels (Smilansky, 2009: 1). Traditional channels include advertising, direct mail, packaging and sales promotion (Ibid). These aim to attract consumers’ attention by mainly focusing on the importance to the product/service functional features (Schmitt, 1999: 17). Sponsorships, digital marketing and public relations (PR) were introduced later (Ibid).

After that, the integration of these communication channels which traditionally have been used independently, in order to create a synergetic effect and convey a consistent message to the target audience, promoted the development of a new concept called integrated marketing communication (IMC) (De Pelsmacker et al., 2010: 17).

Nevertheless as marketing techniques consumers themselves have also evolved. Been so often subjected to a variety of media channels and marketing methods was already starting to turn them against the use of marketing, making them even more disinterested (Adams, 2011).

What this provoked was the rise to the trends of guerrilla marketing techniques, live stunts and a variety of other marketing communication channels (Ibid). The fact is that these are also becoming more and more common place and marketing is then getting closer and closer to a point of being used in an acceptable way for the customers, which in turn are becoming much more difficult to target (Adams, 2011; Smilansky, 2009: 8).

It is curious to know what Brown (2001), clearly stated “torment your customers (they’ll love it)” thereby also introducing the concept of retro-marketing (In McCole, 2004: 4).Although a formal definition is still in progress, retro-marketing was defined as the re-launch of a product or service from a prior historical period (Ibid). More than a re-launch this seems to be a step back in the so called development of marketing (Ibid).

Brown (2001) even argues that the modern marketing philosophy is over-played by stating:

. . . whatever people want they do not want us to prostrate ourselves in front of them and to promise to love them, till death do us part. They’d much rather be teased and tormented by deliciously insatiable desire (In McCole, 2004). It is important to reflect upon the results of a survey carried out later in 2004 by Yankelovic Partners in which 65% of consumers feel bombarded by advertising channels defining them intrusive and...
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