CIM lecture has experiential marketing focus

A The Chartered Institute of Marketing product story

Edited by the Marketingweek Marketplace editorial team Feb 17, 2010

The Chartered Institute of Marketing (CIM) has announced that experiential marketing is the theme of the 2010 Annual Marketing Communications Lecture, which will take place on 3 March.

The event will be hosted by the CIM and Bournemouth University and takes place at the Lees Lecture Theatre on the Talbot Campus in Fernbarrow, Poole.

It is organised by a team of BA (Hons) Marketing and BA (Hons) International Marketing final-year students and will explore the latest developments in marketing communications practice.

Kelly Engstrom, senior advertising manager at T-Mobile, and a senior marketing communications representative from VW Commercial Vehicles will share their thoughts on experiential marketing - a marketing strategy that aims to create a unique customer experience with a brand, product or service, and how their organisations are pioneering to engage with consumers using this sensory technique.

John Cornish, chair of the CIM's Dorset branch, said: 'Experiential marketing is not a topic that is broadly discussed or used by many smaller businesses so the lecture provides an opportunity to learn more.

'When practised right, experiential marketing can be a powerful tool to win brand loyalty and generate successful trial, adoption and word-of-mouth communication.