College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Experience Industry Management Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Date
3-2020
Primary Advisor
Kevin Lin, College of Agriculture, Food, and Environmental Sciences, Experience Industry Management Department
Abstract/Summary
As the experiential marketing industry has begun to take precedent over prior marketing methods, organizations are learning to capitalize on customer immersion and relationship development, done so through sensory marketing. This review works to evaluate and measure multiple large experiential conferences within their respective industries. The purpose of this study is to examine the sensory-activating marketing practices, also known as sensory-marketing activations, present within the emerging experiential marketing industry, with a highlight on the best practices within major organizational conferences. Within this study there is a detailed instrument that is used as a guideline to evaluate key experiential marketing tactics. Encompassed within this data is the review of the paradigm shift from traditional marketing to experiential providing key insights into the future of experience. There is also an emphasis on the history and psychology of sensory marketing to provide a true understanding of the best possible practices for organizations to model their marketing after.
URL: https://digitalcommons.calpoly.edu/expindsp/8
Included in
Business Administration, Management, and Operations Commons, Marketing Commons, Tourism and Travel Commons