Handbook for Small-Budget Experiential Marketing Campaigns
Junttila, Aino (2017)
Junttila, Aino
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120119175
https://urn.fi/URN:NBN:fi:amk-2017120119175
Tiivistelmä
This paper is a product type thesis, with the product being an experiential marketing hand-book intended for small businesses with limited resources and knowhow. Experiential mar-keting is a fairly new concept with the purpose of creating deep and meaningful experienc-es for consumers in order to generate lasting and profitable customer relationships, as well as gaining visibility and brand recognition.
This thesis is made up of three main parts, which are the theory, the thesis process and the product itself. The theory chapter explains the concept of experiential marketing, it’s history, different types of marketing that are relevant to the subject, what the experience economy is and why sensory perception is important in experiential marketing and how it can be used. The chapter on creating the thesis and the handbook explains the process and plan, the purpose and objectives of the handbook and the evaluation. It also explains the risks and limitations of making this thesis that include a strict timeline and limited use of research methods. Lastly there is the actual product, a handbook for small-budget experiential mar-keting campaigns, which is aimed for small businesses to use as a guide when planning to execute experiential marketing campaigns, stunts or events.
Multiple large corporations have executed successful experiential marketing campaigns, usually by using an outsourced experiential marketing agency, but for small businesses with a limited amount of resources like money, staff, knowhow and time that isn’t an option. That is why the purpose of the experiential marketing handbook is to gather relevant information, characteristics and framework of experiential marketing and tailoring it with the perspective of small businesses. In addition to typical marketing subjects like ideation, making a market-ing plan and measuring success, the handbook covers topics such as how to maximize use of existing resources, how cooperation with larger companies will increase visibility without creating more costs, and how to use social media to boost the campaign.
The methods used to create this thesis are a literature research as well as the use of exist-ing knowledge about experiential marketing and the limitations of small businesses the au-thor has gained through her managerial work in a room escape start-up company. The timeframe used for making this thesis was approximately five weeks, because of the au-thor’s work requirements. Due to the short timeframe the theoretical part of the thesis is not as thorough and detailed as it could have been with a longer process timeline. Never the less, the author is pleased with the product of the thesis and sees it as a usable and relevant entity.
This thesis is made up of three main parts, which are the theory, the thesis process and the product itself. The theory chapter explains the concept of experiential marketing, it’s history, different types of marketing that are relevant to the subject, what the experience economy is and why sensory perception is important in experiential marketing and how it can be used. The chapter on creating the thesis and the handbook explains the process and plan, the purpose and objectives of the handbook and the evaluation. It also explains the risks and limitations of making this thesis that include a strict timeline and limited use of research methods. Lastly there is the actual product, a handbook for small-budget experiential mar-keting campaigns, which is aimed for small businesses to use as a guide when planning to execute experiential marketing campaigns, stunts or events.
Multiple large corporations have executed successful experiential marketing campaigns, usually by using an outsourced experiential marketing agency, but for small businesses with a limited amount of resources like money, staff, knowhow and time that isn’t an option. That is why the purpose of the experiential marketing handbook is to gather relevant information, characteristics and framework of experiential marketing and tailoring it with the perspective of small businesses. In addition to typical marketing subjects like ideation, making a market-ing plan and measuring success, the handbook covers topics such as how to maximize use of existing resources, how cooperation with larger companies will increase visibility without creating more costs, and how to use social media to boost the campaign.
The methods used to create this thesis are a literature research as well as the use of exist-ing knowledge about experiential marketing and the limitations of small businesses the au-thor has gained through her managerial work in a room escape start-up company. The timeframe used for making this thesis was approximately five weeks, because of the au-thor’s work requirements. Due to the short timeframe the theoretical part of the thesis is not as thorough and detailed as it could have been with a longer process timeline. Never the less, the author is pleased with the product of the thesis and sees it as a usable and relevant entity.