MCS3620 Final Notes - MCS*3620 Final Notes Chapter 10 Experiential Marketing Events and Sponsorships An Introduction to Experiential Marketing

MCS3620 Final Notes - MCS*3620 Final Notes Chapter 10...

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MCS*3620 Final Notes Chapter 10 – Experiential Marketing, Events, and Sponsorships An Introduction to Experiential Marketing - Experiential marketing – a form of marketing that creates an emotional connection with the consumer in personally relevant and memorable ways o The experience could be something as simple as a planned event where the brand is the centerpiece of the event - Shopper marketing – understanding how consumers behave as shoppers in all channels (retail, catalogue, and web) and then targeting these channels with appropriate marketing communications to enhance the sales of a brand o Samsung Canada has benefited from shopper marketing in a number of ways. … To illustrate, Samsung televisions are displayed on Samsung walls in all Future Shop and Best Buy stores. How Samsung televisions perform can be seen in an environment similar to the home environment Event Marketing and Sponsorships - Event marketing – the design and development of a “live” themed activity, occasion, display, or exhibit to promote a product, cause, or organization - Event sponsorship – the financial support of an event in exchange for advertising privileges associated with that event o A recent survey among North American marketing executives indicates that events deliver the greatest return on investment over other customary tools, including advertising a few reasons why: First, the company or brand can form an emotional connection with the fans Second, an event can reach or target a certain demographic more effectively than advertising o Sports sponsorship is by far the largest in terms of dollars invested by marketing organizations o MAINLY DIVIDED AMONG FIVE AREAS: sports, entertainment, festivals and fairs, culture and the arts, and causes - Ambush marketing – a strategy used by non-sponsors of an event to capitalize on the prestige and popularity of the event by giving the false impression they are sponsors (e.g. Olympia Pizza) - Venue marketing (venue sponsorship) – linking a brand name or company name to a physical site such as a stadium, arena, or theatre (e.g. Air Canada Centre) Considerations for Participating in Event Marketing -
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