An examination of experiential marketing tactics on consumer participation: A study of a tech conference in Lagos
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Background of the Study:
Experiential marketing tactics are redefining the landscape of tech conferences by transforming passive attendees into active participants. In Lagos, tech conferences have become incubators for innovation where brands utilize interactive experiences to demonstrate cutting-edge technologies and foster hands-on engagement (Chukwu, 2023). These events incorporate immersive displays, live demonstrations, and interactive workshops that allow consumers to experience products in real time. Such immersive approaches create an environment where learning and engagement are intertwined, resulting in a deeper understanding of the technology on display. The convergence of technology and experiential marketing offers a dual benefit: it not only enhances the event experience but also drives consumer participation through practical engagement. In this digital age, where consumers demand more interactive and personalized experiences, tech conferences in Lagos have embraced innovative marketing strategies that blend digital interactivity with live demonstrations. This approach helps in building a robust network of tech enthusiasts and industry professionals, facilitating knowledge exchange and collaborative innovation (Okoro, 2023). As companies strive to differentiate themselves in a competitive market, experiential tactics have proven effective in capturing consumer interest and driving active participation, making them a vital area of study.
Statement of the Problem
Despite the promise of experiential marketing tactics to boost consumer participation at tech conferences, there is limited empirical evidence regarding their direct effectiveness. Organizers face challenges in quantifying the impact of immersive experiences on active participation and overall consumer satisfaction. Many tech conferences invest significantly in interactive elements without a clear understanding of which tactics yield the best outcomes. This gap creates uncertainty in strategic planning and resource allocation, making it difficult for marketers to justify large-scale investments in experiential components. Hence, a systematic examination of these tactics is required to identify the key drivers that convert interest into active participation, thereby enabling more targeted and efficient marketing strategies (Ibrahim, 2024).
Objectives of the Study
To examine the influence of experiential marketing tactics on consumer participation at tech conferences.
To identify the most effective interactive elements that drive consumer engagement.
To evaluate the overall impact of these tactics on consumer satisfaction and event success.
Research Questions
How do experiential marketing tactics influence consumer participation at tech conferences in Lagos?
Which interactive elements are most effective in driving active consumer engagement?
What is the relationship between experiential tactics and overall consumer satisfaction at tech conferences?
Significance of the Study
This study provides crucial insights for tech event organizers and marketers by identifying effective experiential strategies that drive active consumer participation. The findings offer practical guidelines for enhancing event design and improving consumer engagement, thereby contributing to a more innovative tech conference experience (Afolabi, 2023).
Scope and Limitations of the Study
This study is limited to the examination of experiential marketing tactics at a tech conference in Lagos. It does not extend to other types of events or locations.
Definitions of Terms
Experiential Marketing: A strategy that creates immersive, interactive experiences for consumers.
Consumer Participation: The active involvement of attendees in event-related activities.
Tech Conference: A gathering focused on technology, innovation, and industry trends, featuring interactive sessions and product demonstrations.
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