Experiential Marketing: What Are the Most Significant Results Experiential Marketing Can Deliver?
Nov 2, 2007
Only 13% of the respondents said that increased sales are the most significant result experiential marketing can deliver. The vast majority of professionals think engagement is the strong suit of experiential marketing. In their own words, professionals described the powerful impact of engagement as building relationship, creating a positive, real experience, building loyalty, increasing relevance, capturing attention, eliciting emotion, creating memories, stimulating word-of-mouth, changing opinions, building trust, and increasing product desire. The concept of engagement has many dimensions, and professionals are articulate in specifying the particular dimension of engagement they look for in their campaigns and activities.
In addition, other interesting differences emerged. People whose professional responsibilities include evaluating experiential marketing are less focused on engagement as a result of it and more likely to expect it to deliver actions, such as word of mouth. As evaluators, they rely on results that can be measured.
People with no direct involvement in experiential marketing are less likely to mention the real experience and more likely to say they expect it will increase prospects' desire for the product. "One interesting implication of this," explains EMF board member Max Lenderman, creative director of GMR Chicago, "is that experiential marketing is something even marketing professionals understand better after they’ve experienced it."
Experiential Marketing: Baseline Research
What Are the Most Significant Results Experiential Marketing Can Deliver?
How Experiential Marketing Is Being Used?
What Campaign Objectives Can Experiential Marketing Accomplish?
What Does "Experiential Marketing" Mean?
What Risks Are Involved in Using Experiential Marketing?
Experiential Marketing: Take-Aways and Next Steps
