EXPERIENTIAL MARKETING’S EFFECT ON BRAND AWARENESS

Abstract

In today’s technology driven world,where consumers are easily distracted, businesses are constantly trying to maintain consumer interest and competing to become the “next big thing.” In turn, the marketing landscape is evolving to meet the needs of companies trying to stand out in this challenging environment. The rise of social media and online sharing has created new obstacles. Now businesses must continually engage with their current and future customers through interactions on Twitter, encouraging them to take pictures to post on Instagram, creating contests to partake in on Facebook, and more. Although social media and the internet has changed the way consumers interact with businesses, one thing that the internet is missing is the opportunity for customers to physically interact with a product. So, how do businesses market online but also give customers physical contact with their products? This is where experiential marketing comes in to play (Alan & Kabadayi, 2014). To get a personal look into the experiential marketing industry, I had the opportunity to sit down with NVE Experience Agency CEO and Founder, Brett Hyman, who I will be referring to throughout the text (Figure 1).