▁such ▁as ▁spons or ship ▁or ▁direct ▁product ▁pla cement ▁and ▁sampling ▁are ▁expl ored ▁in ▁turn . ▁Un like ▁traditional ▁event ▁market ing , ▁LIM ▁suggests ▁that ▁end - users ▁can ▁sample ▁the ▁product ▁or ▁service ▁in ▁a ▁comfortable ▁and ▁relax ed ▁atmosphere . ▁The ▁theory ▁pos its ▁that ▁the ▁end - user ▁will ▁have ▁as ▁positive ▁as ▁possible ▁an ▁interaction ▁with ▁the ▁given ▁brand , ▁thereby ▁leading ▁to ▁word - of - mouth ▁communication ▁and ▁potential ▁future ▁purch ases . ▁If ▁the ▁success ▁of ▁a ▁traditional ▁event ▁and ▁exper ient ial ▁market ing ▁is ▁shared ▁with ▁LIM , ▁a ▁luc r ative ▁and ▁low - cost ▁means ▁of ▁product ▁promotion ▁could ▁be ▁demonstrated . ▁However , ▁this ▁means ▁of ▁advert ising ▁is ▁still ▁being ▁developed , ▁and ▁more ▁research ▁is ▁required ▁to ▁determine ▁the ▁true ▁success ▁of ▁such ▁campaign s . ▁The ▁first ▁company ▁to ▁explicitly ▁offer ▁LIM ▁services ▁was ▁Host ival ▁Connect ▁in ▁late ▁ 2 0 1 0 . ▁ ▁See ▁also ▁Personal ised ▁market ing ▁Customer ▁relationship ▁management ▁ ▁References ▁ ▁Bibli ography ▁ ▁Daw kins , ▁P . ▁and ▁Reich h eld , ▁F . ▁( 1 9 9 0 ) ▁" Customer ▁Ret ention ▁as ▁a ▁Compet itive ▁We ap on ", ▁Direct ors ▁and ▁Bo ards , ▁vol ▁ 1 4 , ▁no ▁ 4 , ▁ 1 9 9 0 ▁ ▁George , ▁W . ▁( 1 9 9 0 ) ▁" Internal ▁market ing ▁and ▁organiz ational ▁behavior : ▁A ▁partners hip ▁in