V3I5P100

Experiential Marketing and Consumer Engagement – A Study on Brand Land Advertising 

Tammineni Manohar^1*, S. Anand Sagar²

Abstract

This research paper explores the role of experiential marketing in enhancing consumer engagement with special reference to Brand Land Advertising Pvt. Ltd. In today’s highly competitive market, companies are moving beyond traditional advertising methods and focusing more on customer-oriented promotional strategies that create memorable brand experiences. Experiential marketing has become an important approach because it allows consumers to directly interact with products and services, helping brands build stronger relationships with their target audience. This study mainly concentrates on Below-the-Line (BTL) marketing activities such as apartment activations, mall promotions, tech park campaigns, roadshows, and interactive brand events conducted by the organization.

The purpose of the study is to understand how experiential marketing activities influence customer awareness, brand perception, trust, emotional attachment, and purchase decisions. The research also evaluates whether direct interaction with consumers creates a greater impact than conventional advertising techniques such as television, print, or digital advertisements. A descriptive research design was used for the study, and both primary and secondary sources of data were considered. Primary data was collected through questionnaires and direct responses from consumers who participated in various marketing campaigns, while secondary information was obtained from books, research journals, company records, websites, and previous studies related to experiential marketing and consumer behaviour.

The study found that experiential marketing activities create higher consumer involvement and improve customer engagement by offering real-time brand experiences. Consumers who participated in live promotional campaigns showed better brand recall, increased trust, and a stronger emotional connection with the brand. The findings also suggest that face-to-face communication and interactive activities positively influence customer attitudes and increase the likelihood of purchase intention. Compared to traditional forms of advertising, experiential marketing was observed to be more effective in attracting customer attention and creating long-lasting impressions.

The research concludes that experiential marketing is an effective promotional strategy for organizations aiming to strengthen customer relationships and improve brand visibility in the market. The study highlights the importance of innovative BTL campaigns in influencing consumer behaviour and suggests that businesses should adopt more interactive marketing practices to improve customer satisfaction, loyalty, and long-term engagement.

Keywords:

Experiential Marketing; Consumer Engagement; Brand Awareness; Below-the-Line (BTL) Marketing; Purchase Intention