The impact of experiential marketing on event attendance: A case study of a music festival in Lagos, Nigeria
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Background of the Study:
Experiential marketing has emerged as a pivotal tool in transforming how consumers interact with brands, particularly in the live event sector. In Lagos, Nigeria, music festivals have become dynamic platforms where brands leverage immersive experiences to foster deeper emotional connections with attendees (Adebayo, 2023). This marketing approach goes beyond traditional advertising by engaging all senses and facilitating memorable interactions. The convergence of culture, music, and innovative marketing strategies has led to an enriched festival experience that not only entertains but also drives higher attendance rates. Organizers and marketers are increasingly investing in experiential activations such as interactive installations, branded lounges, and live performances, which serve to create buzz and encourage word-of-mouth promotion (Okeke, 2024). Moreover, these initiatives have a dual effect: they enhance the perceived value of the festival and simultaneously provide a platform for brands to tell their story in a compelling way. As consumer expectations evolve, there is a growing need for events to offer unique, shareable experiences that integrate digital interactivity with live action. This shift is reflective of broader global trends where immersive experiences are used to capture attention in an oversaturated media environment (Ibrahim, 2023). Hence, understanding the impact of experiential marketing on event attendance in the Lagos music festival context is critical for stakeholders seeking sustainable competitive advantages.
Statement of the Problem
Despite the rapid adoption of experiential marketing in the live events industry, there is limited empirical research on its direct influence on event attendance, particularly in emerging markets such as Lagos, Nigeria. Organizers and marketers face uncertainty regarding the return on investment of immersive activations. Many interventions are implemented without a clear framework to measure their effectiveness in attracting audiences. This gap has led to challenges in strategic planning and resource allocation (Afolabi, 2024). Additionally, there is a need to critically assess how diverse consumer demographics respond to such experiences and whether these responses translate into consistent attendance figures. Uncertainties persist about the sustainability of these marketing tactics in driving long-term engagement and loyalty. Consequently, there is an imperative to explore the correlation between experiential activations and audience turnout, while considering external variables such as economic conditions and cultural nuances. Addressing these concerns is essential to guide both future research and practical application in the field of event management and marketing.
Objectives of the Study
To evaluate the relationship between experiential marketing initiatives and event attendance at music festivals.
To analyze consumer perceptions of immersive marketing strategies within the Lagos festival scene.
To identify key factors that enhance audience engagement through experiential activations.
Research Questions
How do experiential marketing strategies influence attendance rates at music festivals in Lagos?
What are the perceived benefits of immersive activations for festival attendees?
Which factors are critical to the successful implementation of experiential marketing in the event context?
Significance of the Study
This study is significant as it contributes to the body of knowledge on experiential marketing by providing empirical insights from a vibrant cultural context. The findings can assist event organizers, marketers, and sponsors in designing more effective, engaging campaigns that drive higher attendance. Moreover, the research highlights the potential of immersive experiences to transform brand-consumer interactions, offering a roadmap for leveraging innovative marketing strategies in live event settings (Balogun, 2023).
Scope and Limitations of the Study
This study is limited to examining experiential marketing within the context of a music festival in Lagos, Nigeria. It does not extend to other forms of events or regions beyond Lagos. The focus remains on the relationship between marketing activations and event attendance.
Definitions of Terms
Experiential Marketing: A marketing strategy that engages consumers through immersive, interactive experiences.
Event Attendance: The number of participants or visitors present at an event.
Brand Activation: The process of driving consumer action through brand interaction and experience.
Topic: The effect of live event marketing on brand engagement: An investigation of a sports event in Abuja
Background of the Study:
Live event marketing has become an influential approach for enhancing brand engagement in the fast-paced sports industry. In Abuja, sports events serve as high-energy environments where live interactions and brand messaging converge to create a memorable consumer experience (Eze, 2023). These events offer a dynamic platform where brands can activate their presence through sponsorships, live demonstrations, and interactive fan zones. The immediacy of live events allows for real-time engagement, providing unique opportunities to build brand affinity and loyalty. As digital and physical experiences merge, marketers are now integrating social media elements, such as live tweeting and instant feedback mechanisms, to extend the reach of these events (Chukwu, 2024). Moreover, live event marketing at sports events in Abuja capitalizes on the collective enthusiasm and community spirit, which amplifies the impact of branded experiences. This synergy between live action and digital interaction is pivotal in transforming passive spectators into active brand advocates. The evolving nature of consumer expectations necessitates innovative marketing approaches that not only entertain but also establish a strong emotional connection between the brand and its audience. In this context, sports events in Abuja provide a fertile ground for examining how live event marketing strategies influence overall brand engagement, offering insights into both the challenges and opportunities inherent in this field (Uche, 2023).
Statement of the Problem
Despite the promising potential of live event marketing to boost brand engagement, there is a scarcity of research that specifically addresses its impact within the sports events sector in Abuja. Marketers often implement live event strategies with the assumption that they naturally enhance consumer interaction without clear evidence of causality. This research gap creates uncertainty for sponsors and event organizers regarding the effectiveness of their investments. Challenges also arise in quantifying the qualitative aspects of brand engagement resulting from live interactions. Additionally, there is limited understanding of the long-term effects of these marketing tactics on brand loyalty and consumer behavior. This study, therefore, seeks to systematically investigate how live event marketing influences brand engagement at sports events, ensuring that strategies are both measurable and replicable (Olorunfemi, 2024).
Objectives of the Study
To determine the impact of live event marketing on brand engagement during sports events.
To assess consumer responses to live interactive marketing initiatives in Abuja.
To explore the long-term effects of live event marketing on brand loyalty.
Research Questions
What is the relationship between live event marketing strategies and brand engagement at sports events in Abuja?
How do consumers perceive live interactive marketing during sports events?
What long-term effects does live event marketing have on consumer brand loyalty?
Significance of the Study
This study offers valuable insights for sports event marketers and sponsors by providing evidence on how live event marketing can enhance brand engagement. It informs strategic decisions by highlighting effective practices that resonate with sports fans. The research further contributes to academic literature on event marketing, outlining actionable recommendations for leveraging live interactions to foster sustained brand loyalty (Nwankwo, 2024).
Scope and Limitations of the Study
This study is limited to the investigation of live event marketing strategies at sports events in Abuja. It does not cover other types of events or extend to regions outside Abuja.
Definitions of Terms
Live Event Marketing: A marketing strategy involving real-time, interactive consumer engagements at live events.
Brand Engagement: The process by which consumers build a relationship with a brand through interactions and experiences.
Sports Event: A live event centered around athletic competition, often featuring interactive fan experiences.
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