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...