Experiential Marketing theory and its application in brand live events

Abstract

[eng] The way in which people are communicating is changing, new generations look for something more than the product’s characteristics. Moreover, Neuromarketing has shown that the purchase decision is influenced by the emotional part. That is the reason why experiences, emotions and feelings play a vital role when it comes to the communication between brands and consumers. This paper aims to introduce Experiential Marketing theory analysing its potential to convey brand personality and brand’s key messages through brand live events. Schmitt, one of the advocates of Experiential Marketing, illustrates the types of experiences by using the ‘Experiential Grid’ matrix whereas Smilansky’s BETTER model attempts to create a systematic methodology to develop creative concepts for experiential marketing campaigns. Afterwards, these concepts will be analysed in a more detailed way to ensure a successful implementation using the SETMESSAGE model. Moreover, this paper will also expose why Music Festivals are ideal to surprise, immerse and motivate consumers to participate in brand events that will help to transmit brand personality creating lasting memorable experiences in consumers’ mind.