An assessment of live experiential marketing on customer engagement: A case study of a music event in Port Harcourt
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Background of the Study:
Live experiential marketing has emerged as a powerful tool to enhance customer engagement in dynamic event settings. Music events in Port Harcourt, Nigeria, have increasingly integrated live, interactive experiences into their marketing mix to captivate audiences and generate real-time engagement. These events combine live performances with interactive brand activations, allowing customers to directly experience the essence of a brand while enjoying the musical atmosphere (Ike, 2023). Such live activations may include augmented reality experiences, interactive installations, and exclusive meet-and-greet sessions that foster a direct connection between the audience and the brand. The dynamic interplay between live performances and experiential marketing has transformed traditional event marketing, creating immersive environments that stimulate emotional responses and encourage active participation. As customer expectations evolve, brands are compelled to innovate and create memorable live experiences that drive engagement and loyalty (Onyema, 2024). This study examines the effectiveness of live experiential marketing in boosting customer engagement at music events in Port Harcourt, providing insights into how these strategies can be optimized for better consumer interaction.
Statement of the Problem
Although live experiential marketing is increasingly employed to enhance customer engagement, there is limited research on its direct impact within music events in Port Harcourt. Marketers and event organizers often struggle to measure the effectiveness of live interactions in fostering sustained engagement. The lack of standardized metrics to assess consumer response during live events creates challenges in evaluating the return on investment. Moreover, the rapidly evolving nature of live experiences means that traditional evaluation methods may not capture the full impact of these activations. This study seeks to fill the research gap by providing empirical evidence on how live experiential marketing influences customer engagement at music events (Eze, 2024).
Objectives of the Study
To assess the impact of live experiential marketing on customer engagement at music events.
To identify key interactive elements that drive consumer participation.
To evaluate the overall effect of live activations on customer loyalty.
Research Questions
How does live experiential marketing influence customer engagement at music events in Port Harcourt?
Which interactive elements are most effective in engaging consumers during live events?
What is the relationship between live activations and long-term customer loyalty?
Significance of the Study
This study provides valuable insights for event organizers and marketers by demonstrating the impact of live experiential marketing on customer engagement. The findings offer practical recommendations to optimize live activations and enhance overall consumer interaction, thereby driving brand loyalty and event success (Amadi, 2023).
Scope and Limitations of the Study
This study is limited to the assessment of live experiential marketing at a music event in Port Harcourt, Nigeria. It does not cover other event types or geographic regions.
Definitions of Terms
Live Experiential Marketing: A strategy that involves real-time, interactive consumer engagements during live events.
Customer Engagement: The level of active participation and interaction exhibited by consumers during an event.
Music Event: A live musical performance that incorporates interactive elements to enhance the event experience.
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