Download Experiential Marketing

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)
Environment
Connection
Experience
Values
Risk
Environment
Connection
Experience
Values
Risk
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)