Building brands through experiential events: when entertainment meets education

Experiential marketing is increasingly getting companies’ attention as a strategy to interact with consumers and engage them to better convey their brand image and positioning. However, its effects are still unclear both at the aggregate and at the individual levels. This paper addresses this topic and presents a field experiment investigating the effects of experiential marketing on brand image in retailing. Two similar consumer electronics stores with different strategies – traditional vs. experiential – constitutes the setting in which a field experiment has been run. Two similar samples of consumers took part in our study by visiting one of these two stores, and answering a questionnaire before and after the visit with the primary goal to investigate the brand image and its changes due to the shopping visit. Brand image was measured as the overall brand attitude – via four items – and five specific desired brand claims that the company wanted to convey to consumers. Findings show that engaged consumers through the multisensory and interactive event arranged in the experiential store register higher levels of both brand attitude and all brand claims than those visiting the traditional store, and that the increase in both the dependent variables after the visit of the experiential store is higher than the increase in the traditional store. Thus, experiential stores are not only able to entertain consumers, but they are also able to educate them, by conveying them a set of brand claims more effectively than the traditional stor

Strategies for mlearning integration : evaluating a case study of staging and scaffolding mlearning integration across a three-year bachelor’s degree

This paper outlines the third iteration of integrating mobile web 2.0 within a Bachelors level course. An analysis and comparison of the impact of mobile web 2.0 across all three years of the 2009 course enables the development of implementation strategies that can be used to integrate mlearning into other tertiary courses, and inform the design of further Product Design mlearning integration iterations

Applying the real options theory for identifying flexibility in project delivery of health organisations

Healthcare is influenced by many uncertainties. Uncertainties affecting health organisations also influence real estate since this facilitates the primary process. Within real estate management, decisions have to be made today while there is little knowledge about the future. Therefore, flexibility is needed in the process of designing, constructing and operating real estate. A case study has been done to gain insight about how health organisations deal with flexibility. The real options approach is used to show what types of flexibility have been used, and that uncertainty can also generate opportunities. Of the five types of flexibility, only in two types real options were identified in the case study. These were stage, abandon, defer and scale within process flexibility and the options growth and switch within product flexibility. This is partly a result of the fact that the project in the case study is not further advanced than the preliminary design phase. Nevertheless it can be concluded that project managers already act as using real options. Consciously using this concept might create even more real options to be used in project management

Learning from the Professionals: Film Tourists' "Authentic" Experiences on a Film Studio Tour

The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.The purpose of this paper is to explore how consumers perceive, experience and engage with the art of filmmaking and the industrial film production process that the film studios present to them during their guided film studio tours. Drawing on the author’s own film tourist experiences, observations and participatory interactions with fellow visitors at a major Hollywood film studio, this paper takes an autoethnographic “I’m-the-camera”-perspective and a hermeneutic data analysis approach. The findings reveal that visitors experience the ‘authentic’ representation of the working studio’s industrial film production process as an opportunity and ‘invitation to join’ a broader filmmaker community and to share their own amateur filmmaking experiences with fellow visitors and professionals – just to discover eventually that the perceived community is actually the real ‘simulacrum’. Although using an autoethnographic approach means that the breadth of collected data is limited, the gain in depth of insights allows for a deeper understanding of the actual visitor experience. The findings encourage film studio executives, managers and talent agents to reconsider current practices and motivations in delivering film studio tours and to explore avenues for harnessing their strategic potential. Contrary to previous studies that have conceptualised film studio tours as simulacra that deny consumers a genuine access to the backstage, the findings of this study suggest that the real simulacrum is actually the film tourists’ ‘experienced feeling’ of having joined and being part of a filmmaker community, which raises questions regarding the study of virtual communities

Local government and community events in New Zealand: a case study of two neighbouring cities

The objectives for this research project were to examine the quality and type of support offered to community events through a case study of two neighbouring councils in the North Island of New Zealand; and to determine the impacts of events staged in the communities of both councils, including their influence on social capital building. The study found that both councils are supportive of the delivery of events by both council and non-council event organisers. The councils are providing human, financial and physical capital to enable the output of events. Event impacts – specifically social and economic impacts – were considered to be positive in nature. However, there is scope for greater strategic planning around community event delivery both by individual authorities and collaboratively, including the establishment of formal monitoring and evaluation systems. There is also scope to incorporate key lessons in regard to good practice, as identified by this study