Question

A furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of___________.

Answer 1

The furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of event marketing, specifically a pop-up event. The store is utilizing targeted marketing to reach parents and caretakers who attend the soccer tournament.

Step-by-step explanation:

The furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of event marketing. Event marketing is a strategy used by businesses to promote their products or services by creating experiences or engaging with a target audience at specific events. In this case, the furniture store is targeting parents and caretakers at the soccer tournament, aiming to showcase their massage chairs and generate interest among potential customers. This example demonstrates the use of a large group of people gathering together in a spontaneous activity that lasts a limited amount of time, which is referred to as a pop-up event. Pop-up events are temporary experiences created to capture attention and create a sense of urgency or exclusivity.

The furniture store is taking advantage of the soccer tournament to create a temporary display that attracts parents and offers them the opportunity to try out the massage chairs. By setting up the display at the children's soccer tournament, the furniture store is also utilizing targeted marketing. Targeted marketing focuses on reaching a specific audience that is most likely to be interested in the product or service being promoted. In this case, the store is targeting parents and caretakers who attend the soccer tournament, which increases the chances of reaching potential customers who may be interested in purchasing massage chairs.

Answer 2

The furniture store's display at a soccer tournament is a marketing strategy designed to target a specific audience at an event where people gather for a limited time, using the product's perceived lifestyle enhancements to attract customers.

Step-by-step explanation:

A furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of a marketing strategy aimed at a large group of people who gather together in a spontaneous activity that lasts a limited amount of time.

The strategy here appears to tap into a specific audience of parents and spectators who are likely to experience the need for relaxation and could be attracted to the concept of massage chairs. Stores use such tactics, as described in Figure 5.1.9, to manipulate shopper's emotions and create an image that the product will enhance a customer's life beyond its explicit utility, possibly conferring status or a perceived improvement in quality of life.