Experiential Marketing Strategy

Designs launches, activations, pop-ups and live or hybrid events that create memory and word of mouth for East African brands, drawing on Schmitt (1999) and Pine and Gilmore (1998), and measures impact beyond attendance.

Use When

• We are launching a product and want a pop-up, roadshow, sampling or activation that people photograph and share.
• An event needs designing for the senses and for participation, with buzz beforehand and follow-up afterwards.
• We are running a webinar, Facebook Live, YouTube Live or Zoom webinar and need a promotion calendar, run sheet, technical checklist for power and data cuts, and replay follow-up.
• A hybrid event must serve people in the room and those watching online.
• We must show event impact beyond attendance: leads, shares, sentiment and sales.

Do Not Use When

• 09-campaign-strategy for planning a full campaign where an event is only one part.
• strategy-video-content for recorded video or podcast content rather than a live experience.
• playbook-pr-publicity for media coverage of the event.
• Stop before booking venues, paying suppliers or going live without explicit client authority, permits and a safety check.