The effect of experiential marketing tactics on customer interaction: A study of a lifestyle event in Kano
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- NGN 5000
Background of the Study:
Experiential marketing tactics have gained prominence as a method to stimulate customer interaction by engaging consumers in memorable, hands-on experiences. Lifestyle events in Kano have become a focal point for brands looking to create dynamic interactions that go beyond traditional advertising. At these events, brands deploy interactive installations, live demonstrations, and immersive activities that allow consumers to directly engage with products and services (Suleiman, 2023). These tactics are designed to capture consumer attention, foster emotional connections, and encourage active participation in the event experience. By emphasizing sensory engagement and personalized interactions, experiential marketing creates an environment where customers feel valued and involved. The interactive nature of these events not only drives immediate engagement but also has the potential to cultivate long-term customer relationships by embedding the brand into the consumer’s lifestyle. This study investigates how experiential marketing tactics influence customer interaction during a lifestyle event in Kano, with the aim of identifying the specific strategies that yield the highest levels of consumer participation and satisfaction (Chinwe, 2024).
Statement of the Problem
Despite the popularity of experiential marketing at lifestyle events, there is limited empirical evidence regarding its direct impact on customer interaction in Kano. Marketers face difficulties in quantifying the effect of interactive tactics on consumer engagement and in determining which elements are most effective in driving sustained interaction. The lack of standardized measurement frameworks further complicates the ability to assess the effectiveness of these tactics. This study seeks to address these issues by examining the relationship between experiential marketing tactics and customer interaction, thereby providing actionable insights for optimizing event strategies (Ibrahim, 2024).
Objectives of the Study
To evaluate the effect of experiential marketing tactics on customer interaction at a lifestyle event.
To identify the key interactive elements that enhance customer participation.
To assess the overall impact of these tactics on consumer satisfaction and engagement.
Research Questions
How do experiential marketing tactics influence customer interaction at lifestyle events in Kano?
Which specific interactive elements are most effective in driving customer participation?
How does enhanced customer interaction affect overall consumer satisfaction?
Significance of the Study
This study provides important insights into the role of experiential marketing in driving customer interaction at lifestyle events. The findings offer practical recommendations for marketers to refine their strategies, enhance consumer engagement, and ultimately strengthen brand relationships through immersive event experiences (Ogunleye, 2023).
Scope and Limitations of the Study
This study is limited to examining the effect of experiential marketing tactics on customer interaction at a lifestyle event in Kano, Nigeria. It does not extend to other event types or geographic areas.
Definitions of Terms
Experiential Marketing Tactics: Strategies that create immersive and interactive experiences for consumers.
Customer Interaction: The degree of active participation and engagement by consumers during an event.
Lifestyle Event: An event that celebrates and promotes a specific lifestyle or cultural trend.
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