The impact of experiential marketing events on product launches: A case study of a tech gadget in Lagos, Nigeria.
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Background of the study
Experiential marketing events have become a pivotal strategy in launching new products, particularly in tech industries where innovation and consumer engagement are critical. In Lagos, Nigeria, tech gadgets are launched amidst a competitive market, making the integration of live, interactive events essential for differentiation (Adeyemi, 2023). These events enable companies to create immersive brand experiences that facilitate direct consumer interaction, thereby fostering stronger emotional connections with the product. The evolving nature of digital communication, paired with face-to-face engagement, offers a dual approach to reinforcing product benefits and functionalities. Marketers are increasingly using immersive environments and real-time demonstrations to not only inform but also entertain consumers, enhancing product perception and stimulating word-of-mouth promotion (Okafor, 2024). Furthermore, these experiential events provide valuable feedback channels for marketers, informing iterative improvements in product design and service delivery. The role of technology in event management, such as augmented reality and interactive kiosks, has also contributed to more dynamic consumer experiences, making these events a critical component of a comprehensive product launch strategy. Recent studies highlight that such experiential strategies drive higher consumer recall and foster long-term brand loyalty, which are vital in saturated markets (Bello, 2023). Thus, the research explores how experiential events shape consumer attitudes, purchase intentions, and overall market performance, positioning them as an indispensable tool in modern marketing communications.
Statement of the problem
Despite the growing popularity of experiential marketing events in product launches, there remains limited empirical evidence on their effectiveness in driving consumer behavior in emerging markets like Lagos. Many tech companies invest heavily in these events without a clear understanding of the underlying mechanisms that convert engagement into sales. Additionally, factors such as event design, technological integration, and cultural relevance may vary significantly, thereby influencing the overall impact of such marketing strategies (Adebayo, 2023). This study addresses the gap by examining the relationship between experiential marketing events and consumer responses during tech gadget launches. It also investigates potential challenges faced by marketers, such as high execution costs and measurement of event success, which could impede optimal outcomes. The lack of a standardized framework to evaluate these events further complicates decision-making for practitioners in the field (Chukwu, 2024).
Objectives of the study:
To analyze the influence of experiential marketing events on consumer perception during product launches.
To assess the role of interactive engagements in enhancing brand visibility and recall.
To evaluate the effectiveness of live event feedback on subsequent marketing strategies.
Research questions:
What is the impact of experiential marketing events on consumer attitudes towards new tech gadgets?
How do interactive elements within these events influence purchase intentions?
In what ways does consumer feedback from these events contribute to product development?
Significance of the study
This study is significant as it provides insights into the effectiveness of experiential marketing events in product launches within a competitive tech industry. It contributes to the academic literature by offering empirical evidence on consumer engagement and provides practical recommendations for marketers in emerging markets. The findings can help tech companies optimize their event strategies to enhance consumer connection and brand loyalty, ultimately driving sales performance. Moreover, the study fills an important gap in research by linking experiential marketing tactics to measurable business outcomes (Ajayi, 2023).
Scope and limitations of the study:
This study is limited to analyzing the impact of experiential marketing events on product launches for a specific tech gadget in Lagos, Nigeria. It does not encompass other marketing strategies or regions.
Definitions of terms:
Experiential Marketing: A strategy that engages consumers through interactive, real-world experiences.
Product Launch: The process of introducing a new product to the market.
Consumer Engagement: The degree of interaction and emotional connection between consumers and a brand.
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