EXPERIENTIAL MARKETING Senior
Capstone
Project
EXPERIENTIAL MARKETING
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OVERVIEW
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OVERVIEW This project is a field exploration into the experiential marketing industry. This research is the core of our senior thesis and has been designed to test all of our amalgamated BOAD skills.
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DEFINE DESIGN BUILD
experiential marketing.
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a framework to categorize experiential campaigns.
experiential marketing canvas.
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A Publishable Report
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Video highlight Reel
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Proof of Concept
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Presentation of Findings
Deliverables
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PROCESS OVERVIEW
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PROCESS OVERVIEW Because of the importance of the topic, we had to gather huge data to really understand experiential marketing. And so, we carried out both primary and secondary research to validate our findings.
• Gathered data about the experiential marketing industry, including, industry size, spendings, audiences and past successful campaigns. • Built a plan to best study the topic and backed it up with two contingent plans. • Built a series of general questions to ask industry professionals across the board. • Built a list of questions for experiential marketing campaign curators. • Established a list of requirements to analyze each campaign during the field research.
research
• Created a day to day schedule for field research. • Gathered equipments for the field research documentation. • Locked funding and negotiated deliverables for field trip sponsors. • Finalized trip logistics including bookings and badge acquisition.
logistics
Initial Proposal
FIELD RESEARCH
FIELD RESEARCH SXSW was a prime location to gather a real understanding of the experiential m a r k e t i n g i n d u s t r y. W h i l e w e w e r e i n A u s t i n , w e w e r e a b l e t o m e e t w i t h e v e n t organizers and producers from a wide variety of industries. In fact, we came across activations that we would have never imagined.
# OF BRANDS WE INTERACTED WITH
50+ # OF PROFESSIONALS WE INTERVIEWED
20+ # OF PROFESSIONALS WE CONNECTED WITH
60+
READY PLAYER ONE
SECONDARY RESEARCH
We c o l l e c t e d a l i s t o f 2 5 e x p e r i e n t i a l
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campaigns types
of
to
better
activations
understand being
the
executed
w i t h i n t h e e x p e r i e n t i a l i n d u s t r y.
Our team created a survey aimed at targeting industry professionals.
SECONDARY RESEARCH I n a d d i t i o n t o t h e i n i t i a l re s e a rc h , w e h a d t o g o b a c k a n d d o m o re s e c o n d a r y re s e a rc h t o v a l i d a t e and support our theories.
Experiential Campaigns Survey Start of Block: Introduction If you're reading this, then we believe your insights could be extremely valuable to our senior thesis. For our thesis project, we are trying to understand the magic behind creating the perfect experiential marketing campaign. By the end of the project our goal is to understand if and why these campaigns are so valuable for brands and how to better curate experiential moments for consumers. The survey is quick and should only take about 10 minutes. With that said, we kindly ask that you please take the time to give valuable response as it will truly help the collective, not to mention your helping a couple of college kids. In exchange for your participation we will share our findings with you and try to answer any questions you have about our project.
THANK YOU!
Display This Question: If you're reading this then we believe your insights could be extremely valuable to our senior th... Is Displayed
Q1 Have you ever attended and/or developed an experiential marketing event
o Yes (1) o No (2) Skip To: End of Survey If Have you ever attended and/or developed an experiential marketing event = No Display This Question: If Have you ever attended and/or developed an experiential marketing event = Yes
Q2 How familiar are you with the experiential marketing industry Not Slightly Moderately Very Extremely Familiar familiar familiar familiar familiar at all
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SECONDARY RESEARCH
SYNTHESIS
The challenge we identified was that a systematic framework did not exist for designing experiential campaigns. For this reason, we set out to create our own Experiential Marketing Canvas.
E s t a b l i s h RO I
Four Foundational Elements
Ba n k Lo n g - t e r m
U n d e r s t a n d Yo u r o bj e c t i ve s .
U n d e r s t a n d yo u r a u d i e n c e a n d k n ow h ow m u c h t o f e e d t h e m .
U n d e r s t a n d yo u r b ra n d .
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Experiential Marketing Canvas
Key Partners Key Resources Key Stakeholders
Experience Design
The Golden Idea
The Challange
Understand the Brand
Marketing Strategy
Channels of Communication
Understand the Audience
Event Timeline
Risk Strategy and Rollout
Cost Structure
ROIs and KPIs
HOW THIS APPLY TO BOAD SKILLS, AND WHAT’S NEXT
?
THANK YOU!