Experiential Marketing: What Campaign Objectives Can Experiential Marketing Accomplish?

Nov 2, 2007

Respondents reported that a well-executed experiential marketing concept can make prospects more receptive to other marketing, foster believability and trust, motivate consumers with the urge to respond, stimulate voluntary brand engagement, use the conversation of interaction to convert prospects to customers, and transfer ownership of the brand to the consumer.

Professionals who plan, approve and implement experiential marketing place more emphasis on its potential to build relationships, produce interaction, verify the target audience, increase awareness, and increase sales. These folks, at the front lines of creating experiential marketing, place less emphasis on the potential of experiential marketing to generate trial, elicit emotion, create memories, or build loyalty. On the other hand, professionals whose responsibility is to evaluate experiential marketing place more emphasis on relevance, loyalty trial, and memory and less emphasis on relationship, interaction, WOM and information.

For more coverage of this survey:
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