| dc.description.abstract | Experiential marketing has an important role to play in the marketing communications
strategy. This thesis explores the use of experiential marketing in Ireland by
discussing Irish brands commitment to it and by investigating how they deliver and
measure their campaigns. A review of relevant literature examines topical areas
including; the experience economy, who uses experiential marketing, a move away
from traditional marketing, traditional marketing versus experiential marketing
mediums and the measurement of experiential marketing.
An exploratory research design is employed; data is collected using a judgment
sampling technique from eight in-depth interviews with Irish brand or marketing
managers, who have each engaged in an experiential marketing campaign. Four of
the brands are from the service sector and four are product providers.
The findings indicate a good level of understanding about experiential marketing
amongst participants and the benefits it provides. While some differences exist
between the services and product industries use of experiential marketing, the
research has clearly identified that experiential marketing does not just differ by
industry or product it also differs with each brand- it is flexible and its success is
dependent on how creative a brand is and how engaging they want to be. The
importance of integrated campaigns is highlighted, as are stringent planning processes
and measuring the effectiveness of campaigns.
A number of key criteria for the successful implementation of experiential marketing
are identified in the primary research and consequently an experiential marketing
score card model is developed and presented to an industry expert, whose feedback
validates and supports the proposed model. | en |
