Measuring the Return of Experiential Marketing
(A2022-107500)

AUTHORS

Holly Barry, Munster Technological University; Rose Leahy, Munster Technological University; Pio Fenton, Munster Technological University

ABSTRACT

The emergence of experiential marketing as a tool of marketing communications and, increasingly, as a part of the strategic armoury of marketing units has been gradual and occasionally uncertain. Its development has been characterised by knowledge gaps regarding how experiential marketing can be planned and importantly measured and assessed. Although there are existing methods for evaluating experiential marketing, this research has identified that they are limited in usefulness. They do not account for all of the components that are required to measure the effectiveness of experiential marketing activations in totality, nor do they measure experiential marketing in terms of its contribution to the overall health of the brand. Presenting the Return on Integrated Experience formula, tested though a pilot study with a real-world marketing campaign, this paper addresses that gap, and offers a method of evaluating the outcome of experiential marketing in the context of an overall integrated marketing campaign.