Experience as a way to strengthen a business
A practical case study on experiential marketing
Business strategy and production culture come together to create a new approach to developing a business by promoting and strengthening the company through the ‘experience’ it offers. This area is known as ‘experiential marketing’ and is one of the most recently emerging fields. It is a topic covered by Omar Cavallo in his thesis, “Eventi ed emozioni: come il marketing esperienziale rende memorabile un brand (Events and emotions: How experiential marketing makes a brand memorable), which he presented at the University of Padua’s M. Fanno Department of Economics and Business Sciences.
To tackle the subject of ‘experiential marketing’, Cavallo begins with a practical case study: ItalyPost. As he explains, this is a publishing and cultural organisation that has evolved over more than twenty years from a local project to a nationally significant group active in publishing, training, and, above all, organising events related to corporate culture. Drawing on its own internship experience at ItalyPost, the research then explores the company’s history, organisational structure, and competitive positioning.
Cavallo explains that the next step was an in-depth study of experiential marketing in practice at ItalyPost, focusing on the power of events as communication and branding tools. By comparing this with the main theoretical contributions and analysing consumer behaviour, the study demonstrates how these types of experiences are crucial in building relationships between brands and audiences today.
The ItalyPost case presented by Omar Cavallo is certainly worth exploring further and cannot be considered representative of all experiential marketing experiences. However, it is a good example of how the management of a single enterprise can be studied in theory and in practice while remaining interesting.
Eventi ed emozioni: come il marketing esperienziale rende memorabile un brand
Omar Cavallo
Thesis, University of Padua, M. Fanno Department of Economics and Business Sciences, Degree in Economics, 2025
A practical case study on experiential marketing
Business strategy and production culture come together to create a new approach to developing a business by promoting and strengthening the company through the ‘experience’ it offers. This area is known as ‘experiential marketing’ and is one of the most recently emerging fields. It is a topic covered by Omar Cavallo in his thesis, “Eventi ed emozioni: come il marketing esperienziale rende memorabile un brand (Events and emotions: How experiential marketing makes a brand memorable), which he presented at the University of Padua’s M. Fanno Department of Economics and Business Sciences.
To tackle the subject of ‘experiential marketing’, Cavallo begins with a practical case study: ItalyPost. As he explains, this is a publishing and cultural organisation that has evolved over more than twenty years from a local project to a nationally significant group active in publishing, training, and, above all, organising events related to corporate culture. Drawing on its own internship experience at ItalyPost, the research then explores the company’s history, organisational structure, and competitive positioning.
Cavallo explains that the next step was an in-depth study of experiential marketing in practice at ItalyPost, focusing on the power of events as communication and branding tools. By comparing this with the main theoretical contributions and analysing consumer behaviour, the study demonstrates how these types of experiences are crucial in building relationships between brands and audiences today.
The ItalyPost case presented by Omar Cavallo is certainly worth exploring further and cannot be considered representative of all experiential marketing experiences. However, it is a good example of how the management of a single enterprise can be studied in theory and in practice while remaining interesting.
Eventi ed emozioni: come il marketing esperienziale rende memorabile un brand
Omar Cavallo
Thesis, University of Padua, M. Fanno Department of Economics and Business Sciences, Degree in Economics, 2025