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Marketing Management students experience the power behind experiential marketing
23 November 2017

The second-year Marketing Management students, as part of their practical project, have been challenged to develop a marketing communication strategy to increase the awareness and sales of Appletiser amongst 18 to 35-year olds, within the on-premise channel. As part of their marketing communication strategy, students must develop a campaign that includes a sales promotion, experiential marketing and social media element that should be creatively integrated to achieve the abovementioned objective. To get the students’ creative juices flowing on these topics, Mr David Boon from the ExP Group shared his knowledge of, and experience with experiential marketing during a guest lecture that took place on 6 September 2017.

Mr Boon is the Deputy CEO of the ExP Group and played a leading role in developing the experiential marketing concept across the African region, working in many countries across Africa. His areas of expertise include brand activation, sponsorship marketing, social marketing, brand experience, experiential learning, ideation and brand management. One of Mr Boon’s biggest passions is education and he plays a pivotal role in helping to educate and grow marketers, agencies and ExP’s own employees on experiential marketing and how it can be used to add value to an organisation’s marketing mix.

In addressing the Marketing Management students, Mr Boon started off by briefly defining what experiential marketing is all about and highlighted the role that experiential marketing plays in relationship building. He explained to students how experiential marketing is about so much more than just the experience or event itself, and showed numerous examples of how social media can be used to generate excitement before the experience, as well as generate leverage after the experience. Mr Boon also shared 10 habits of successful experiential campaigns. The students enjoyed his interactive class immensely and had a good laugh at some of the experiential marketing campaigns that he shared with them. They asked a few challenging questions and really got some food for thought for their own experiential marketing campaigns.

The Department of Marketing Management and the second-year Marketing Management students would like to thank Mr Boon from the ExP Group for taking time out to come and share his insight on this exciting world of experiential marketing.

Bragibbs Zungu (class representative) thanking Mr David Boon for his presentation

- Author Marketing Management
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Last edited by Liesl OosthuizenEdit
Bragibbs Zungu (class representative) thanking Mr David Boon for his presentation