In the Driver\u27s Seat: A Case Study on George P. Johnson Experience Marketing

Experiential marketing is a modern form of marketing that utilizes live, interactive experiences to immerse a consumer into a brand. These experiences cause the consumer to exhibit multisensory stimulation, bodily performance, social interaction, and discovery/learning. Experiential marketing is apparent in the automotive industry because automotive products can be used to create an engaging, memorable experience. The purpose of this study was to examine automotive-focused marketing strategies of George P. Johnson Experience Marketing. Research for this study was conducted using a case study. The results indicated that George P. Johnson capitalizes on product presence that engages the senses of the consumer and allows them to learn about the product and brand. George P. Johnson should continue to capitalize on product presence and multisensory stimulation, while also utilizing traditional marketing tactics to better communicate the features and benefits of the product they are representing