relationship marketing

Premise

LIM functions around the premise that marketing or advertising agencies go out on behalf of the brand in question and find its target demographic. From that point forward avenues such as sponsorship or direct product placement and sampling are explored. Unlike traditional event marketing, LIM suggests that end-users will sample the product or service in a comfortable and relaxed atmosphere. The idea behind this technique is that the end-user will have as positive as possible an interaction with the given brand thereby leading to word-of-mouth[13] communication and potential future purchase. If the success of traditional event and experiential marketing is shared with LIM then it could indicate quite a lucrative and fairly low-cost means of product promotion. However, due to the fact that this means of advertising is still in its infancy more research is required to determine the true success of such campaigns. Because LIM is a fairly new concept many agencies are only now beginning to incorporate it into their advertising and marketing portfolios. The first such company to explicitly offer LIM services was Hostival Connect in late 2010. It is expected that more and more agencies will begin to sell LIM type campaigns.