Tapping into Passion through Experiential Marketing

MKT 3865Dr. Don Roy

Evolution of the American Consumer

Products

Services

Information

Experiences

“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

Begin at the beginning

• What is experiential marketing?

Key Characteristics of Experiential Marketing

• Sensory experience

• Interaction

• Relationship

ExperientialMarketing

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.

Drivers in the Growth of Experiential Marketing

• Media clutter• Desire to build emotional connections• Need to achieve brand differentiation

Engage customersand other stakeholders

Differentiate brandfrom competitors

Source: Adapted from Wood, Emma H. (2009), “Evaluating Event Marketing: Experience or Outcome?” Journal of Promotion Management, 15, 247-268.

Strategies of Sports Properties and Sponsors for Experiential Marketing

1. Achieve brand differentiation2. Provide benefits through exclusivity3. Offer rewards to key customers4. Motivate product evaluation and trial

Do what through what?

What does provide benefits to targeted customers through exclusivity mean?

Types of Sponsorship Activation Experiences

• Branded spaces

• Interactive play

• Fantasy

SponsorshipActivation

Branded Spaces

Interactive Play

Experiential Marketing via Sponsorship Activation

Suggest how HBP could use one of the following strategies to activate its Nashville Predators sponsorship:

a. Branded spaceb. Interactive playc. Fantasy