An evaluation of live experiential campaigns on customer satisfaction: Evidence from a music festival in Kano, Nigeria
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Background of the Study:
Live experiential campaigns have become a cornerstone in enhancing customer satisfaction by creating immersive experiences that resonate emotionally with audiences. At music festivals in Kano, brands employ live activations such as interactive stages, immersive light shows, and sensory installations to provide attendees with memorable, multi-dimensional experiences (Suleiman, 2023). These campaigns engage consumers on multiple levels, from visual and auditory stimulation to interactive participation, thereby deepening their emotional connection with the brand. The vibrant atmosphere of a music festival, combined with live experiential marketing, transforms the event into an immersive narrative that consumers carry with them long after the event concludes. This approach not only elevates customer satisfaction by creating enjoyable and engaging experiences but also enhances brand loyalty and advocacy. By using real-time feedback and interactive elements, marketers can tailor the experience to meet consumer expectations, thereby driving overall satisfaction. This study evaluates the effectiveness of live experiential campaigns in enhancing customer satisfaction during a music festival in Kano, focusing on the elements that contribute to a positive consumer experience and long-term brand attachment (Ibrahim, 2024).
Statement of the Problem
Although live experiential campaigns are widely utilized to boost customer satisfaction, there is limited empirical research quantifying their impact in the context of music festivals in Kano. Marketers often face difficulties in measuring the direct relationship between immersive experiences and customer satisfaction. The absence of standardized metrics to assess experiential elements complicates the ability to determine which aspects of the campaign most effectively contribute to overall satisfaction. This research aims to bridge the gap by providing a systematic evaluation of live experiential campaigns and their influence on customer satisfaction, thereby offering actionable insights for event marketers (Chinwe, 2023).
Objectives of the Study
To evaluate the impact of live experiential campaigns on customer satisfaction at music festivals.
To identify key experiential elements that contribute to positive consumer experiences.
To assess the long-term effect of immersive campaigns on brand loyalty.
Research Questions
How do live experiential campaigns influence customer satisfaction at music festivals in Kano?
Which experiential elements are most effective in enhancing customer satisfaction?
What is the long-term impact of immersive campaigns on brand loyalty?
Significance of the Study
This study is significant as it provides empirical evidence on the role of live experiential campaigns in enhancing customer satisfaction. The insights derived will guide event marketers in designing immersive experiences that not only meet consumer expectations but also foster long-term brand loyalty and advocacy (Afolabi, 2024).
Scope and Limitations of the Study
This study is limited to evaluating live experiential campaigns at a music festival in Kano, Nigeria, and does not extend to other event formats or geographic regions.
Definitions of Terms
Live Experiential Campaigns: Immersive marketing activities conducted in real time during events.
Customer Satisfaction: The measure of how well consumer expectations are met by an event experience.
Music Festival: A live event featuring musical performances, often used as a platform for experiential marketing.
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