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This document analyzes how different marketing techniques at two information stands (Valladolid Tourism and Home Language) engaged visitors at a show. It uses Pine and Gilmore's four realms of experience framework (passive absorption, active absorption, passive immersion, active immersion) to evaluate the marketing methods. The Valladolid Tourism stand was more effective at engaging visitors through bright colors, flyers, and extra information (passive immersion, active absorption, active immersion). In contrast, the Home Language stand lacked decoration, entertainment, and deeply involved staff (weak in all realms). A study counting visitors over 20 minutes showed the Valladolid stand attracted more people, demonstrating its superior marketing engagement.
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- 1. How maketing produces engagement Evaluation The following chart explains the concepts of the four realms of an experience using the questions shown in each section which can then be applied to the two examples I have chosen. Also, the stand provides an enjoyable experience by Offering flyers which enhance the guest卒s interest (Active absorption) as well as providing an entertainment (Passive Absorption). To promote a more active participation, Valladolid Tourism offers facilities and extra information to get visitors more involved in the experience (Active immersion). The aim of this study is to show how marketing influences visitors at the show based on the theory of the four realms of an experience. In order to explain how marketing works in this context i have chosen two examples: 1) Valladolid Tourism (512) 2) Home Language (CZ49) Introduction Research Methods Each example presents different marketing methods which can be explained using the diagram below: By counting the number of people who attended each stand within a 20 minute period, I evaluated the effectiveness of the marketing methods shown above used to engage the visitors. By analysing the results I managed to evaluate the relationship each stand had with the four realms of an experience. The Valladolid Tourism (512) stand shown above Engages visitors initially due to its esthetic.Its Stand displays bright colours which catch the visitors attention (Passive immersion) . ENGAGEMENT Example 1 Example 2 realms of experience can still be applied to this example to distinguish between what produces engagement and what doesn卒t. Firstly, the stand itself lacks of any decoration to atract the visitors (Passive immersion). Although the stand did offer flyers (Active absorption), it did not manage to entertain its guests (Passive absorption) as the people working at the stand were not as deeply envolved with the programs Home Language offered (Active immersion). The Home Language (CZ49) presents a different approach. Nevertheless, the four Results + Conclusion The graph above shows the number of visitors that attended each stand in a 20 minute period. The green line represents Valladolid Tourism with a maximum of 15 visitors in a 5 minute interval. The purple line represents Home Language which was clearly less popular amongst the visitors, and thus, has a maximum of 4 visitors in a 5 minute interval. Overall, we can conclude that Valladolid Tourism uses its marketing techniques more effectively to cause engagement. http://www.greenlineemeritus.com/w/2011/07/11/what- do-you-expect-part-2-experience-realms Pine & Gilmore 1998 WELCOME TO THE EXPERIENCE ECONOMY Harvard Business Review References Bruno Stampa Jal坦n