Experiential Marketing: The Customer and the Carbon Chain of Phenomenon Alexandra Richardson Marketing, Media, and Communication II

What is Experiential Marketing?  Sometimes called “engagement,” “event,” “live,” or “participation” marketing  Designs an experience around a brand or product, versus promoting product benefits and features  Includes themed retail environments (“brandscapes”), promotional events, interactive and sense-engaging activities  Pioneers: Holbrook and Hirschman (1982); Pine and Gilmore (1999)

EnvironmentConnectionValuesRisk Experience

EnvironmentConnectionValuesRisk Experience

Environment  Definition: a constructed space that implores you to rest and immerse yourself in an experience. The appropriate environment will give an audience a memorable experience; all are affected in some way by the elements within it. All-encompassing, it surrounds and envelops. (Chelsey Thornton/Raquel Vargas Ramirez/Lydel Matthews/Marcus Renner)