Assessing Experiential Marketing Events at Marriott International

This report assesses the effectiveness of experiential marketing events in increasing brand awareness for Marriott International. It defines experiential marketing, plans a business event for Marriott, identifies the effectiveness of experiential marketing elements, and determines the event's effect...Read More

Experiential Insights and Research

CONTENTS
RESEARCH TOPIC..................................................................................................................1
INTRODUCTION......................................................................................................................1
RESEARCH AIM AND OBJECTIVES....................................................................................2
Aim.........................................................................................................................................2
Objectives...............................................................................................................................2
RESEARCH QUESTIONS........................................................................................................2
BACKGROUND OF THE RESEARCH...................................................................................2
SCOPE OF THE RESEARCH...................................................................................................3
LITEARTURE REVIEW...........................................................................................................4
METHODOLOGY.....................................................................................................................7
Research approach..................................................................................................................7
Research philosophy...............................................................................................................7
Data collection method...........................................................................................................7
Data analysis method..............................................................................................................8
Sampling.................................................................................................................................8
Ethical consideration..............................................................................................................8
TIME FRAME...........................................................................................................................9
Gantt chart..............................................................................................................................9
ACADEMIC REFLECTION.....................................................................................................9
REFERENCES.........................................................................................................................11
APPENDIX..............................................................................................................................13
Questionnaire........................................................................................................................13

RESEARCH TOPIC
The main topic of the current research study is “To assess the effectiveness of
experiential marketing event in increasing the brand awareness of Marriott international”.
INTRODUCTION
The modern marketing has seen the influence of a postmodernism society from the
execution of innovative as well as creative strategies being utilized for appealing the new
generation of the customers who have more concern towards the experience being provided
by the brand along with the emotions and memories being taken away from the experience.
As per Palmatier and Sridhar (2017), one of the most famous and current techniques for
attaining this appeal is experiential marketing. It is being defined as a technique in which the
company moves away from the outmoded characteristics and advantages marketing in the
direction of development of experiences for the customers. Speaking in terms of the
hospitality industry, it is one of the biggest industries across the world which is contributing
great amount to the economies of the globe. However, due to advancement of technologies
and rising level of globalization, there has been rise in the level of competition in the
hospitality market. Thus, it becomes crucial for the hotels to adopt such marketing strategies
and tactics that helps them stay ahead of their competitors.
Furthermore, according to Datta (2017.), customers engagement is quite vital for the
hospitality business which aims at development of optimistic picture in the market. It is
important that the brand should engage their customers with their products and services
through adopting a series of activities which are special, unique, fun and such be one which
cannot be forgettable by people easily. Consequently, in simpler sense, experiential
marketing enables the clients to have a tangible as well a memorable experience that in the
end supports in creating a robust enduring bond amid them and the hotel. Considering this,
the current research study aims to plan a business event for one of the leading brands in the
hospitality industry across the globe that is Marriott International. Thus, business event will
provide an opportunity to the hotel to have face to face interaction with the customers. Even
though, most of the people now days are online more than ever, there is still a robust
requirement for a physical connection along with offline engagement. Experiential marketing
thus an important manner of capitalizing the desire of the people to post online at the same
time offering a human association with a brand which is now utilized by other forms of
marketing. Seeking help from the business events, customers will feel like they are more than
just another faceless number.
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RESEARCH AIM AND OBJECTIVES
Aim
The main aim of the current research study is to assess the effectiveness of
experiential marketing event in increasing the brand awareness of Marriott international.
Objectives
For the purpose of attaining the main aim of the research work, there will be
requirement of certain small objectives and these are as follows:
 To define the concept of experiential marketing
 To plan a business event experiential marketing for Marriott international
 To identify the effectiveness of the elements of experiential marketing event used in
Marriott international
 To determine the effect of experiential marketing event on brand awareness of
Marriott international
RESEARCH QUESTIONS
The current research work will be going to answer some of the important research questions
and these are:
 What are the main concepts of experiential marketing?
 How to plan a business event experiential marketing for Marriott international?
 Are the elements of experiential marketing event used in Marriott international are
effective?
 What is the effect of experiential marketing event on brand awareness of Marriott
international?
BACKGROUND OF THE RESEARCH
In the present innovation driven world wherein, shoppers are quickly drawn offtrack,
organizations are continually attempting to keep up with the interest of the purchaser and
contending to turn into the "following large thing." Subsequently, the advertising scene is
advancing to address the issues of organizations attempting to hang out in this difficult
climate. The ascent of web-based entertainment and internet sharing has made new
deterrents. Presently organizations should ceaselessly draw in with their current and future
clients through associations on Twitter, empowering them to take pictures to post on
Instagram, making challenges to participate in on Facebook, and that's just the beginning.
Albeit online entertainment and the web has impacted the manner in which buyers associate
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with organizations, one thing that the web is passing up on is the chance for clients to connect
with the product actually. All in all, in what manner do organizations showcase on the web
yet in addition give clients actual contact with their items? This is where experiential
promoting comes in to play (Gómez-Suárez and Yagüe, 2021).
Seeking help from the experiential marketing the brand can improve the confidence
level of customers so that they can actually experience the service provided by brand. The
major goal of this strategy is to create a good relationship with customer by understanding
their concerns and make memorable connections with them. Keeping this, the current
research study will be going to assess the effectiveness of the business event for enhancing
the brand awareness of the Marriott International. Through hosting the business and corporate
events of multinational companies, hotel can also promote their brand and can reach to the
target audience effectively. In this business event, different multinational firms belonging to
the IT industry will conduct their meeting and seminars related to rising level of
digitalization. In this event, Marriott international will also ging to provide discount vouchers
to each and every attendee and this way the hotel will be able to drive more future customers.
In addition to this, with this experiential marketing event, the hotel will also be in a position
to aware their brand as through this business event, the hotel will get a chance to engage
customers broadly in a uniquely special manner with a view to keep the customers spread the
word with their friends and family. According to Mariano, Bigné and Guixeres (2019), clients
will never be going to share the things they didn’t line and for this reason experiential
marketing event will help the clients to communicate with the products and services of the
hotel and in turn increases the brand awareness.
SCOPE OF THE RESEARCH
Talking in relation with the scope of the current research work, it is relatively quite
wide. This is due to the fact that there are many aspects which will be considered and taken
into account in the current research work. It will be going to explore the experiential
marketing concepts and its effectiveness in the brand awareness with particular references to
Marriott international hotel. The results of the study can also be utilized by different
hospitality organization for planning their experiential marketing event and even scholars
who are planning to conduct study in similar field can make use of the findings.
LITEARTURE REVIEW
Theme – 1: Concept of experiential marketing
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In today's era, hospitality sector is one of the largest industries in the world and
growing so fast by adopting various types of marketing strategies. Hotel industry provides a
job opportunity to people which helps the economy to grow at high pace. Rather, (2020)
identified that in today's business environment, companies are using various methods or
strategy to attract more customer by providing them opportunities to buy services.
experimental marketing is a modern tool used by industries create experiences that are
memorable and powerful. According to Le, Scott and Lohmann, (2019), This strategy is
basically used by companies in order to engage the customer so that they can make purchase
from the firm. With the help of this strategy, the brands are able to tailor marketing
campaigns to target audience so that it can create personalized experiences in order to meet
customers goals. This strategy is a best way to increase social media marketing method. With
dedicated hostages, companies use this method so that they can get an idea about their events
which is shared widely. By using this the company can reach potential customers and also
creates something extra for the people to experience in a better way. As per the views of Yeh,
Chen and Chen, (2019), this strategy is also famous as engagement marketing method which
can enhance the confidence level of customers to buy services or products. Not only this, by
using this method the brand can improve the confidence level of customers so that they can
actually experience the service provided by brand. The major goal of this strategy is to create
a good relationship with customer by understanding their concerns and make memorable
connections with them. By using this method, Marriott hotel is able to generate loyalty of
customers and influence them to make decisions related to purchase.
Theme – 2: Planning a business event experiential marketing
According to Österle, Kuhn and Henseler, (2018) in the digital world where
everything goes live with the help of social media platform, experiential marketing of the
company also uses live event in order to engage customers. As people in the world are
spending more time on social media and using internet, they will immediately see marketing
that is going viral. Furthermore, in order to increase maximum impact of marketing
campaigns business are investing in events. The fact behind that is attaining objectives and
aims of the firm. Hotels are focusing on establishing a budget and goals so that it will be
helpful to what marketing campaigns is the right fit for the particular brand. As per Felix
(2015), business events as an experiential marketing will supports the hotels in offering an
opportunity to represent that their business is related with large events and is also being
trusted by affiliates. This will automatically uplift and enforce the brand of the hotel.
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Additionally, a successful business event at the hotel might prove as a successful marketing
campaign and an outstanding prospect for establishing the brand in an optimistic manner to a
team of delegates along with invitees who might be or might not have knowledge regarding
the offerings of the hotel.
According to Steven, Eyler and Fanti (2015), the business event experiential
marketing will also help the brand in creating a network of new referrals. In other words,
through planning a business or corporate events, the clients and other delegates will be able to
socialize, associate along with network with same kind of people who upholds robust
potential for the business. On this likelihood client referral schemes work quite well and the
most effective is when the referrals already have a drive for attending the venue. Other than
this, business events also help in communicating the manners in which the brand or the
company is affiliated in the community. If strong business names organize events and
seminars through trusting the brand, this can probably offer great benefits to the company to
promote their professional association.
Theme – 3: Effectiveness of the elements of experiential marketing event
Yeh, Chen and Chen, (2019) commented that Nowadays, marketers are focusing on
finding a new and effective ways to engage customers and connect with them. Most of them
are turning to experiential marketing which enhance live experiences and create bond
between customers and companies. This method is effective as it helps to grow a business
and provide a good opportunity to business so that they can achieve competitive advantages.
According to Batat, (2019), experiential marketing event and its elements is very effective in
nature as it helps company to understand their customer goals. In order to run business
successful and engagement marketing campaign company are focusing on strategic planning
and budget. To run marketing in a successful manner, the company must plan and prepare the
activation of event. The reason behind using this method is to increase elements such as
current customer experience, keep up to date about changing trends, understanding brand
experience.
Going live – It is the best element of experiential marketing as it takes place to
engage directly with clients. But before going live, the company and its agencies with which
they are performing marketing strategy, they must do mock set up of the activation in order to
avoid any uncertainty.
Workshops and seminar – The companies are using methods such as online and
offline seminar to enhance the customers expectation towards brand. To run business
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smoothly, Marriott is focusing on virtual events and design experiential marketing event in
such a manner that it can grow markets and brand awareness. By adopting this strategy, the
company can help themselves meet such goals related to brand recognition, customer loyalty
and sales (Chang, 2020). Therefore, it has been noted that elements of experiential marketing
event are effective. The major benefit of using this marketing for the effectiveness of
business event includes:
Increase attention by using research – Nowadays, companies are offering stories
which is very interesting in nature that tend to get the full attention of the social media
influencers and freelancers who work with company to promote brand. Therefore, when the
campaign is over, the company must assess the progress just by measuring and keep
monitoring efforts related to experiential. Österle, Kuhn and Henseler, (2018) says that When
marketing campaigns takes place, the company must use key metrics and KPIs to analyse the
effectiveness of events. By having this they are able to assess true impact of the marketing.
Moreover, campaigns related to experiential are difficult to monitor.
Provides customer a chance to try a brand – Nowadays, firms can use the elements
of experiential marketing event to increase the interest of customer so that they can try a
brand once in their life.
Helpful for brand to differentiate themselves- Ihtiyar, Barut and Ihtiyar, (2019)
argues due to heavy competition in hotel industry, experiential marketing helps the
businesses to stand out. Because this method convenience customer when they hear
something unique about brand and its products features. By referring to this they are more
likely to purchase services or products from the company.
Theme – 4: Effect of experiential marketing event on brand awareness
With the increase in changing marketing trends, the company also have to keep
themselves up to date in order to increase digitalization in marketing. To improve brand
awareness the brand is focusing on live business events which helps them to grow their
branding. By doing so the firm is able to achieve considerable profit margins which is
beneficial for their successful market position. Ihtiyar, Barut and Ihtiyar, (2019) shared their
view point, not only this, experiential marketing event will help brand to demonstrate their
authenticity. With the support of brand ambassadors, Marriott is able to enhance their
customers to make proper connections and change their perception in a positive manner about
the brand. By using live events the company is able to enhance the understanding level of
customers about the services provided by them. As we all know that experiential marketing,
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increase social media engagement by enhancing memorable experience. Österle, Kuhn and
Henseler, (2018) identified that Not only this, the positive effective also includes increment
in interaction. Companies can also use collected and detailed information from such business
events to remarket the customers which helps them to achieve good reputation and increase
the value also. It also shows its limitation side, due to changing strategies, sometimes
company fails to capture the imagination of customers. Chang, (2020) argues that Due to this,
company has to face lower returns from marketing budget of Marriott hotel. On the other
side, due to heavy competition in the digital world hotel need qualified and skilled workforce
and human effort. But without proper budget the company cannot hire talented staff thus this
challenge may impact a success of marketing.
METHODOLOGY
Research approach
Research approach is being referred as the plan as well as procedure which
encompasses steps of broad assumptions for detailing the methods related to data collection
and evaluation. there are two major kind of research approaches that is inductive and
deductive. However, in the current research study, the researcher will make use of inductive
approach as it involves qualitative as well as subjective analysis of the topic under study.
Research philosophy
Speaking in relation with the research philosophy, it is being referred as the nature,
source and the development of the knowledge for conducting the research work. There are
certainly two most crucial research philosophies which are commonly used by most of the
researchers and these are interpretivism and positivism (Bajpai, 2016). The interpretivism
philosophy includes evaluation of the elements of the study on the basis of assumption that
reality can be accessed only through seeking supports from shared meetings and language.
On the other hand, positivism involves gaining factual knowledge and quantifiable
observations which can be evaluated statistically. In the current research work, the researcher
will make use of interpretivism research philosophy as it will help in evaluating the elements
of the study subjectively.
Data collection method
Data collection is the most crucial step in the whole research work. There are mainly
two types of data collection methods that is primary and secondary. Primary data is collected
for the very first time in any research work however secondary data is already present and is
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being collected by some other researcher for other studies. In the present work, the
investigator will make use of both primary and secondary data collection methods. Primary
data will be collected by carrying out survey of customers of the hotels through seeking help
from questionnaire. On the other hand, secondary data will be gathered by exploring varied
literatures, articles, books and journals related to the area under study.
Data analysis method
Data evaluation is again quite crucial as it helps in presenting the major findings of
the study and overall results. Analysis of information collected can be done either through
adopting qualitative analysis and quantitative analysis technique. Quantitative analysis
technique involves dealing with number (Saunders, Lewis and Thornhill, 2015). On the other
hand, qualitative analysis involves dealing with the words and meanings. In the current
research work, the researcher will make use of qualitative analysis technique as the present
research work involves deep understanding of the phenomenon under study. Furthermore,
thematic analysis tool will be adopted for evaluating and presenting the information being
gathered through common theme.
Sampling
Sampling is being regarded as an important method in which pre-determined number
of observations are being selected from the large size of population. There are different
techniques related to sampling such as probability and non-probability sampling. In the
current research, the investigator will make use of probability sampling method for selecting
the sample of the study (Creswell, 2014). The sample size will be 30 customers of the hotel.
The samples will be selected on the basis of simple random sampling method in which each
and every member has an equal chance of getting selected in the study. Thus, the target
audience of the company will be the customers of the hotel.
Ethical consideration
Ethical consideration is crucial section due to the fact it supports in underlying the
ethical principles which will be considered effectively for completing the research study.
Some of the ethical considerations that will be taken into account in the current research
study are as follows:
 Firstly, it will be made sure that prior consent and authorization of all the respondents
of the study will be taken before the initiation of the study.
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 The principle of confidentiality will be followed effectively for protecting the
personal information of the respondents. It will not be disclosed to anyone external to
the present research study.
 Furthermore, principle of honesty and transparency will also be adhered in the context
of communication.
 Additionally, the researcher will also ensure to avoid misleading information to be
included in the research work which can hamper the reliability and validity of the
study.
TIME FRAME
Gantt chart
Research activities to be undertaken April May Jun
e
July Aug Sep Oct
Interpretation of the background
Primary discussions related to proposal
Enlisting proposal
Inscription of the literatures review
section
Deciding about the research methods
and approaches
Preparation of regarding the primary
research study
Accumulation of the primary data
Inspection of the gathered data
Submission of draft work
Deciding and writing conclusion
Additional draft
Final submission of the completed
research work
ACADEMIC REFLECTION
Planning and hosting a business event for the experiential marketing in the hospitality
industry is not easy. It involves different challenges and issues which needs to be overcome
for successful execution of the event. I personally feel that their numerous problems I will
9

come across when I will plan and host this business event in future. Firstly, the rising level of
costs is one of the important problems which I will encounter because organizing an event
involves different activities that need to planned in relation with technologies, ambience,
decoration, food, sitting arrangements and so forth. Secondly, facilities and technologies are
also an important concern while planning a business event. For making the day a great
success, effective technologies and essential facilities must be available at the venue such as
business projectors, EV equipment etc. furthermore, issues related to management of time is
also an issue which I might encounter when I will host such event in future.
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REFERENCES
Books and journals
Bajpai, N., 2016. Business Research Methods. Pearson Education India.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the
7Es. Routledge.
Chang, W. J., 2020. Experiential marketing, brand image and brand loyalty: a case study of
Starbucks. British Food Journal.
Creswell, J.W., 2014. Research Design: Qualitative, Quantitative, and Mixed Methods
Approaches. London, United Kingdom: SAGE Publications
Datta, V., 2017. A conceptual study on experiential marketing: Importance, strategic issues
and its impact. International Journal of Research-GRANTHAALAYAH. 5. pp.26–30.
Felix, E., 2015. Marketing Challenges of Satisfying Consumers Changing Expectations and
Preferences in a Competitive Market. International Journal of Marketing Studies. 7.
p.41.
Gómez-Suárez, M. and Yagüe, M.J., 2021. Making Sense from Experience: How a
Sustainable Multi-Sensory Event Spurs Word-of-Mouth Recommendation of a
Destination Brand. Sustainability. 13. pp.5873.
Ihtiyar, A., Barut, M. and Ihtiyar, H. G., 2019. Experiential marketing, social judgements, and
customer shopping experience in emerging markets. Asia Pacific Journal of Marketing
and Logistics.
Le, D., Scott, N. and Lohmann, G., 2019. Applying experiential marketing in selling tourism
dreams. Journal of Travel & Tourism Marketing. 36(2). pp.220-235.
Mariano, A., Bigné, E. and Guixeres, J., 2019. Virtual Reality in Marketing: A Framework,
Review, and Research Agenda. Frontiers in Psychology. 10. pp.1530.
Palmatier, R. and Sridhar, S., 2017. Marketing Strategy: Based on First Principles and Data
Analysis. Published by PALGRAVE.
Rather, R. A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing. 37(1).
pp.15-32.
Saunders, M., Lewis, P. and Thornhill, A., 2015. Research Methods for Business Students.
6thed. Pearson Education Limited.
Steven, S.C, Eyler, R.C. and Fanti, R., 2015. Experiential Marketing and Long-Term Sales.
Journal of Travel & Tourism Marketing. 32. pp.534–53.
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Yeh, T. M., Chen, S. H. and Chen, T. F., 2019. The relationships among experiential
marketing, service innovation, and customer satisfaction—A case study of tourism
factories in Taiwan. Sustainability. 11(4). p.1041.
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APPENDIX
Questionnaire
Demographic information:
Name:
Age:
Gender:
Q1. Do you have any idea about experiential marketing?
 Yes
 No
Q2. Have you ever encountered this kind of a marketing?
 Yes
 No
Q3. Have you ever heard about Marriott international and its experiential marketing?
 Yes
 No
Q4. Do you have attended any of such events in your life?
 Yes
 No
Q5. As per your opinion, experiential marketing helps in getting connected with the brand?
 Yes
 No
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Q6. Do you think experiential marketing is essential in the present time?
 Yes
 No
Q7. Do you consider experiential marketing is beneficial in raising the profile of the hotel?
 Yes
 No
Q8. As per your opinion experiential marketing is quite effective brand awareness tactic?
 Yes
 No
Q9. Is planning a business event is a good option as experiential marketing?
 Yes
 No
Q10. Is there any other experiential marketing strategies other than business event you are
aware of?
 Yes
 No
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