generating demand through marketing experiences
Creating an experience is the key to these events
B. Joseph Pine II andJames Gilmore Strategic Horizons LLP
Consider a business that does precious little advertising: The Pleasant Company, maker of American Girl dolls. Instead of calling an ad agency to help generate demand and build its brand, back in 1998 founder and exschoolteacher Pleasant Rowland launched a new experience: American Girl Place, just off Michigan Avenue in Chicago.
Here daughters and mothers spend time together at The American Girl Theater, where for $25 each they can take in a 70minute staged...