Experiential Marketing:The Customer and the

Carbon Chain of Phenomenon

Alexandra RichardsonMarketing, 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

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)