A Look into the Growing Trend of Experiential Marketing and an Evaluation of Measurement Metrics to Determine a Campaigns Success

With the changing media landscape and proliferation of advertising and marketing messages comes a rising need for marketers to reach consumers in new and interesting ways. The growing practice of experiential marketing offers a way for consumers to experience a product in hopes of developing an emotional connection or positive opinion of the product or brand. This thesis concretely defines the practice of experiential marketing and then proposes a metrics system that will measure the success of campaigns in this growing discipline. Through case study analysis, this thesis presents a concrete set of components that are essential to the experiential genre. The need to measure the success of experiential campaigns relative to other media outlets is a rising concern for marketers. However, there are no widely used metrics systems currently in place. This thesis utilizes qualitative interviews with industry professionals and proposes a two-step metrics approach to determine the success of experiential campaigns.