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Brand-Adequate Implementation of Plant Tours: An Approach to Analyse the Opportunities and Risks of Multisensual Brand Communication Using the Example of the BMW Plant in Leipzig

In: Multisensory in Stationary Retail

Author

Listed:
  • Evelyn Kästner

    (Hochschule Macromedia)

Abstract

With the plant tour, companies get a form of experiential communication at hand that can convey the brand values of the company. Plant tours are permanently designed for personal, direct and interactive encounters with the target group and can have an enormous effect if played out correctly. However, since production can only be designed to suit the brand to a limited extent, everything else that can be seen, tasted, felt and experienced during a guided tour must be optimally adapted to the various senses and the brand values to be conveyed. In cooperation with the BMW plant in Leipzig, a practical approach for analysing the brand adequacy and multi-sensuality of plant tours was developed. It is the basis of a process plan that can serve as a guide for companies with plant tours to take the right steps towards successful implementation.

Suggested Citation

  • Evelyn Kästner, 2023. "Brand-Adequate Implementation of Plant Tours: An Approach to Analyse the Opportunities and Risks of Multisensual Brand Communication Using the Example of the BMW Plant in Leipzig," Springer Books, in: Gunnar Mau & Markus Schweizer & Christoph Oriet (ed.), Multisensory in Stationary Retail, chapter 25, pages 377-388, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-38227-8_25
    DOI: 10.1007/978-3-658-38227-8_25
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