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
Undergraduate Capstone Project
Degree Name
Master of Professional Studies
Organizational Unit
University College, Communication Managament
Disciplines
Applied Communication
First 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.
Publication Statement
Copyright is held by the author. Permanently suppressed.
Recommended Citation
Prom, Sarah, "Using Experiential Marketing to Build a Successful Relationship Between the Customer and the Brand: A Guide for Best Practices" (2011). University College: Communication Management Capstones. 49.
https://digitalcommons.du.edu/ucol_comm/49