An Exploration of Experiential Marketing in the Fast Moving Consumer Goods Industry

Doctoral Colloquium AbstractAim / Research Question How do companies in the fast moving consumer goods industry implement experiential marketing, integrate it with other marketing methods and measure its impact?  ... [ view full abstract ]

Doctoral Colloquium Abstract

Aim / Research Question

How do companies in the fast moving consumer goods industry implement experiential marketing, integrate it with other marketing methods and measure its impact? 

Background and Rationale

Many industries have witnessed a shift from traditional features and benefits marketing towards creating experiences for their customers (Pathak, 2014). Organisations that have progressed to this method of marketing hold the view that their target audience should be involved in an active experience which portrays brand values (Strategic Direction, 2008). Rather than communicate through traditional methods, they create a brand environment in a public space and involve potential customers by encouraging them to take part in an activity (Strategic Direction, 2008). The main objective of these experiences is to generate strong feelings that the consumer may recall (Schmitt, 1999b).

Research in this area largely focuses on the consumer’s experience of this marketing activity in addition to the methods of experiential marketing. Numerous research papers highlight the consumer’s modern day preference of brand engagement through experiential methods (for example, You-Ming, 2012; Smilansky, 2009 and Choou, 2009). However, from a review of the literature it can be stated that there is a lack of empirical qualitative data available on the advantages of experiential marketing to the company. Moreover, there is a distinct lack of empirical information on why experiential marketing is a chosen communication tool, how it is used and the return of experience (ROE) of experiential marketing in the FMCG industry. While some quantitative data exists, qualitative data pertaining to the FMCG industry is particularly lacking. 

Methodology

Adopting a qualitative approach, in-depth interviews will be conducted with Marketing and Brand Managers in leading FMCG companies. This research will identify the objectives and use of experiential marketing campaigns and if those objectives are achieved. It will also provide information on the outcome of this method of marketing communication; specifically, in relation to how it performs and the ROE. Resulting from both of these outcomes, the research will highlight recommendations on the objectives and implementation of experiential marketing campaigns for both further academic research and marketing practice.

Key Results and Contributions

Although this research is still in the exploratory phase, it is proposed that when complete it will offer empirical insight into the heretofore under-researched area of experiential marketing in the FMCG industry. The research aims to highlight how companies successfully implement experiential marketing campaigns, how they integrate it with their other marketing activities and how they measure the campaign outcomes through ROE and other methods. In this way, the research will contribute to both academia and practice alike.