Tapping into Passion through Experiential Marketing MKT 3865 Dr. 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 Experiential Marketing Source: Adapted from Finn, Gavin (2009), “A Dimensional View of Experiential Marketing,” January 19, accessed April 28, 2010 at

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,

Strategies of Sports Properties and Sponsors for Experiential Marketing 1.Achieve brand differentiation 2.Provide benefits through exclusivity 3.Offer rewards to key customers 4.Motivate product evaluation and trial

Do what through what?  What does provide benefits to targeted customers through exclusivity mean?

Types of Experiences in Experiential Marketing Design Sense experiences – target sight, sound, touch, taste or smell. Think experiences – appeal through surprise, intrigue, and provocation. Feel experiences – appeal to emotions connected to attitude toward an object. Act experiences – target bodily experiences, lifestyles, and interactions. Relate experiences – appeal to desire to be perceived positively by others. Source: Adapted from Bernd H. Schmitt (1999), Experience Marketing, New York: The Free Press.

The 4 E’s of Experiential Marketing Immersion Absorption Passive ParticipationActive Participation Entertainment ExperienceEducational Experience Esthetic ExperienceEscapist Experience Passive absorption through sensesAbsorbing events while participating Immersed but passiveAffects performance or outcome Source: Adapted from Joseph B. Pine and James H. Gilmore, The Experience Economy, Boston: Harvard Business Press, 1999.

Types of Sponsorship Activation Experiences Branded spaces Interactive play Fantasy Sponsorship Activation

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 space b.Interactive play c.Fantasy