Title

Using Experiential Marketing to Build a Successful Relationship Between the Customer and the Brand: A Guide for Best Practices

Date of Award

3-8-2011

Document Type

Capstone Project

Disciplines

Applied Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Greta Covell Gloven

Keywords

branding; communication; customer relationship management; experiential marketing

Abstract

Television, print, radio, and Internet marketing strategies can be effective in reaching a broad audience, yet they fail to engage in direct dialogue with customers. Today, many companies have starting looking beyond traditional mass marketing techniques for ways to better manage their customer relationships. By using experiential marketing, a company can showcase its products and services in an immersive environment and interact with its customers in direct, real-time communication. The results of this Capstone Project will identify the best practices needed to produce audience-focused experiences that will increase brand visibility and influence consumer behavior.

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