Term Assignment 6
When might B2C companies use experiential marketing in their marketing mix?
More than ever, B2B brands are looking for ways to tap into a business buyer’s emotions in innovative and attention-grabbing ways. Traditional B2B experiential marketing includes everything from tradeshow marketing to sales support and customer events, and this remains the case. However, advancements in technology are fast allowing brands to be bolder and flashier in the types of campaign they execute. They are even allowing them to create their own bespoke events. Experiential events are great motivators to an audience because they are both captivating and immersive. This is an example of a campaign executed on a grand scale but for the brand it meant cementing employees’ commitment to the next chapter in the brand’s success, while the use of the projection screen and props helped to create an entirely immersive and adaptive environment. The uniqueness of the event also guaranteed attendees were unlikely to forget it. Sometimes B2B is not enough, you have to travel and adhere to the clients with experiential marketing because like it stated earlier its captivating and immersive and buyers will buy into that versus the traditional marketing techniques.
Cite an example for four (4) of the 8 bullet points from the Virtual Lecture presentation.
Identify with target market or life style: Hasbro or Mattel
Toy and board game companies such as Hasbro or Mattel have a very specific target market. Interestingly, toy companies have to maintain a balance between marketing to parents and marketing to children. Their products have to be advertised in a specific way so that children are interested in the toys, but also so that parents are willing to buy them. The target market, in terms of adults, includes people of a certain advanced age, since younger people are less likely to have children. Families with children tend to live in suburban areas rather than in large cities or metropolitan
More than ever, B2B brands are looking for ways to tap into a business buyer’s emotions in innovative and attention-grabbing ways. Traditional B2B experiential marketing includes everything from tradeshow marketing to sales support and customer events, and this remains the case. However, advancements in technology are fast allowing brands to be bolder and flashier in the types of campaign they execute. They are even allowing them to create their own bespoke events. Experiential events are great motivators to an audience because they are both captivating and immersive. This is an example of a campaign executed on a grand scale but for the brand it meant cementing employees’ commitment to the next chapter in the brand’s success, while the use of the projection screen and props helped to create an entirely immersive and adaptive environment. The uniqueness of the event also guaranteed attendees were unlikely to forget it. Sometimes B2B is not enough, you have to travel and adhere to the clients with experiential marketing because like it stated earlier its captivating and immersive and buyers will buy into that versus the traditional marketing techniques.
Cite an example for four (4) of the 8 bullet points from the Virtual Lecture presentation.
Identify with target market or life style: Hasbro or Mattel
Toy and board game companies such as Hasbro or Mattel have a very specific target market. Interestingly, toy companies have to maintain a balance between marketing to parents and marketing to children. Their products have to be advertised in a specific way so that children are interested in the toys, but also so that parents are willing to buy them. The target market, in terms of adults, includes people of a certain advanced age, since younger people are less likely to have children. Families with children tend to live in suburban areas rather than in large cities or metropolitan