The effect of experiential pop-up events on consumer interest: A study of a lifestyle brand in Kaduna, Nigeria
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- NGN 5000
Background of the Study:
Experiential pop-up events have become a dynamic marketing tool for lifestyle brands, offering a unique approach to capturing consumer interest. In Kaduna, Nigeria, lifestyle brands are increasingly leveraging temporary, immersive events to create memorable consumer interactions. These pop-up events provide a tangible experience that goes beyond traditional retail marketing, enabling consumers to interact directly with the brand in a curated environment (Olawale, 2023). The ephemeral nature of these events creates a sense of exclusivity and urgency, which in turn drives heightened consumer interest and engagement. Marketers employ a mix of sensory elements, interactive installations, and personalized service to ensure that the brand experience resonates with diverse consumer segments (Adamu, 2024). This strategy not only enhances the immediate appeal of the brand but also generates buzz on social media platforms, further amplifying consumer interest and brand recognition. As consumer behavior continues to shift towards valuing unique, in-person experiences, experiential pop-up events have emerged as a key tactic for lifestyle brands seeking to build stronger, more authentic connections with their audience. This study examines the impact of these pop-up events on consumer interest, focusing on the mechanisms that drive consumer enthusiasm and brand engagement.
Statement of the Problem
Despite the innovative nature of experiential pop-up events, there is limited empirical research on their effectiveness in generating consumer interest for lifestyle brands in Kaduna. Marketers face challenges in determining which aspects of the pop-up experience are most influential in capturing consumer attention and converting interest into long-term engagement. Additionally, the transient nature of these events makes it difficult to measure their lasting impact on brand perception. The absence of standardized metrics for evaluating these experiences further complicates efforts to assess their overall effectiveness, creating a need for systematic investigation into how experiential pop-up events influence consumer behavior (Mustapha, 2024).
Objectives of the Study
To assess the impact of experiential pop-up events on consumer interest for a lifestyle brand.
To identify key elements of pop-up events that drive consumer engagement.
To evaluate the overall effectiveness of experiential marketing in enhancing brand recognition.
Research Questions
How do experiential pop-up events affect consumer interest in a lifestyle brand in Kaduna?
What specific event elements are most effective in engaging consumers?
How does consumer interest generated by pop-up events translate into long-term brand engagement?
Significance of the Study
This study is significant as it provides insights into the effectiveness of experiential pop-up events for lifestyle brands. The findings will guide marketers in designing more engaging events and help brands optimize their strategies to capture consumer interest, thereby fostering stronger brand connections (Bello, 2023).
Scope and Limitations of the Study
This study is limited to evaluating experiential pop-up events conducted by a lifestyle brand in Kaduna, Nigeria. It does not cover other types of events or regions.
Definitions of Terms
Experiential Pop-Up Event: A temporary, immersive marketing activation designed to engage consumers directly.
Consumer Interest: The level of curiosity and engagement consumers exhibit towards a brand or product.
Lifestyle Brand: A brand that markets a specific way of living through its products and services.
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