ABSTRACT
The practice of experiential marketing is increasing in usage across all types of businesses desiring more meaningful, extensive engagement with customers. Experiential marketing has evolved from a tactic of one-time events to a strategy of managing all contact points customers have with a brand. The design of experiential marketing programs should incorporate the characteristics to maximize audience impact. Experiential marketing is distinguished by three characteristics: sensory experience, interaction, and relationships. At the heart of experiential marketing's growth has been a desire to better engage customers and other brand stakeholders as well as successfully set apart brands from competition. Gatorade is a brand that uses experiential marketing to achieve brand differentiation while building customer relationships. Utilization of experiential marketing as a reward for key customers allows sports properties and sponsors to leverage its relationship-building and differentiation capabilities. Enhancing benefits received in consuming a sports brand can be accomplished by incorporating exclusivity into an offering.
