Samenvatting

Nowadays customers are living in a time-poor and cash-rich environment, which causes barriers for traditional marketing. Experiential marketing goes beyond these barriers and establishes a relationship with customers that are potential advocates of the brand.

Method Two is an experiential marketing agency that creates live brand experiences for companies. At the moment there is no commonly accepted model to measure the effectiveness of an experiential campaign. For this reason, Method Two wants to know how to evaluate or to improve their evaluation of experiential campaigns. In order to get a better understanding of how the evaluation process works, a case study on the evaluation of experiential marketing was used to create a better understanding and give advice on what they can do to evaluate or improve their current form of evaluation.

Several additions were found for evaluating an experiential campaign. Organizing objectives pre-campaign and making estimates is one option. Next to this it is advised to implement customer relationship management in the process to get a better understanding of the customer and the campaign in the long run.

In order to evaluate a campaign, clear objectives need to be set pre-campaign. Using these objectives, clear goals between the client and agency can be made, which in the end can be used as a measurement tool. Next to functioning as a measurement tool, these objectives can help to create a deeper understanding in the relationship between the results. Lastly, these objectives also help to gauge the campaign which allows acting upon situations in order to bring the campaign to a successful ending.

With experiential marketing being customer oriented, the lifetime value of them is extremely important to the client and agency. Collecting customer relationship management data allows the client and agency to gauge the loyalty of the customers. Doing so, the client can build a long lasting relationship with the customer and see the true results that the campaign had.