Toolbox for Designing Experiential Marketing Campaigns
Lindfors, Johanna (2018)
Lindfors, Johanna
Haaga-Helia ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805076899
https://urn.fi/URN:NBN:fi:amk-201805076899
Tiivistelmä
Experiential marketing is fast growing marketing tactic that aims to create experiences within the audience, and that how to interact and connect with the target group. As consumer are looking for experiences over traditional goods, product and services, are they more likely to consume products and services from a brand which’s marketing affects to their senses and feelings as well as alters their perceptions.
This thesis walks the reader through topics of experiences, experiential marketing and design process that emphasizes experiential marketing campaigns. These topics are to support the main aim of this thesis which is to create a toolbox for experiential marketing campaigns. The toolbox is built to help people who want to create experiential marketing campaigns to design them. The main research question of this thesis is ‘how to design experiential marketing campaigns?’.
The theoretical background of this thesis is gathered by combining academic writings of ex-perts that have published in respect of the topics, and data collected from interviews that the author of this thesis conducted by asking relational questions from professionals who are working in the field of experiential marketing in daily basis. The results of these interviews are influencing the theoretical background as well as the toolbox.
The toolbox is combination of separate tools that help people to design experiential marketing campaigns. The toolbox chapter of this thesis introduces every tool and shows examples to implement the facets that are involved in the design process.
Finally, the thesis will discuss the success and possible fails as well as summarises the topics and the product.
This thesis walks the reader through topics of experiences, experiential marketing and design process that emphasizes experiential marketing campaigns. These topics are to support the main aim of this thesis which is to create a toolbox for experiential marketing campaigns. The toolbox is built to help people who want to create experiential marketing campaigns to design them. The main research question of this thesis is ‘how to design experiential marketing campaigns?’.
The theoretical background of this thesis is gathered by combining academic writings of ex-perts that have published in respect of the topics, and data collected from interviews that the author of this thesis conducted by asking relational questions from professionals who are working in the field of experiential marketing in daily basis. The results of these interviews are influencing the theoretical background as well as the toolbox.
The toolbox is combination of separate tools that help people to design experiential marketing campaigns. The toolbox chapter of this thesis introduces every tool and shows examples to implement the facets that are involved in the design process.
Finally, the thesis will discuss the success and possible fails as well as summarises the topics and the product.