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Branding through experiential marketing.
Launch of National Geographic in an emerging country.
Hello, my name is Nukhet Vardar.
First of all, let me briefly introduce myself.
I have been working in marketing and advertising since 1985.
I value myself for being both an academician and a practitioner.
I always enjoy sharing my thoughts and views.
So far I have 13 books in the area.
For a detailed CV,
you can visit my company website and have a look at it at www.elizi.net.
Today's topic. Today we will learn how National Geographic made use of
experiential marketing while launching its brand in an emerging country like Turkey,
which experiential marketing tactics it employed,
how it immersed its customers with the product itself,
and what market results it achieved within a short span of time.
In addition, we will see how National Geographic employed
animal spirits and social information concepts as
used by Ambler and Styles in their book titled The Silk Road
to International Marketing: Profit and Passion in Global Business.
Generally overlooked human factor.
We know that in today's world,
both businesses and consumers are accepted to be largely driven by
their emotions rather than basing their decisions only on hard facts.
Tim Ambler and Chris Styles in their book point
out to this fact saying that in most business schools,
unfortunately the critical role that the human factor
plays is generally overlooked or underestimated.