Experiential Marketing - Secrets, Strategies, Success Stories From World s Greatest Brands

Informationen zum Autor ABOUT THE AUTHORS In 2002, Kerry Smith (right) and Dan Hanover launched what would become the largest network of experiential marketing content in the world?a portfolio that includes Event Marketer Magazine , the Experiential Marketing Summit, the Ex Awards, and the Event Marketing Institute. They are considered the world's foremost experts on experiential marketing?where it came from, how it's grown, why companies are using it and, what the future of marketing looks like. They have trained marketing teams at such companies as Procter & Gamble, Oracle, Mercedes, Cisco, Intel, IBM, Microsoft, Pepsi, Anheuser-Busch, Best Buy, Toyota, R.J. Reynolds, and many others. KERRYSMITH learned about the evolution of marketing from the inside out, first as an advertising agency executive in New York City and then as a media entrepreneur who launched three marketing magazines and eight marketing conferences over three decades. DAN HANOVER has led editorial teams at some of the most respected media companies in the world and is considered a trusted resource across the advertising industry, promotion category, retail sector, licensing arena, entertainment category, and experiential marketing industry. Klappentext The most researched, documented, and comprehensive manifesto on experiential marketing.As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences.Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach--including Coca-Cola, Nike, Microsoft, American Express and others--open the next chapter of marketing. . . as experiential brands.Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes.You'll learn:* The history and fundamental principles of experiential marketing* How top brands have reset marketing mixes as experience-driven portfolios* The anatomy of a brand experience* The psychology of engagement and experience design* The 10 habits of highly experiential brands* How to measure the impact of experiential marketing* How to combine digital and social media in an experiential strategy* The experiential marketing vocabulary* How to begin converting to experiential marketingMarketers still torn between outdated marketing models and the need to reinvent how they market in today's customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands. Zusammenfassung The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. Inhaltsverzeichnis Before We Begin ix Chapter 1 The Rise of the Experience 1 The Experience R/Evolution 3 Recalibrating the Marketing Mix 7 The New Branding Frontier 14 Reference 15 Chapter 2 The Psychology of Engagement 17 The Science Behind Relationships 19 ...

Sommario

Before We Begin ix
 
Chapter 1 The Rise of the Experience 1
 
The Experience R/Evolution 3
 
Recalibrating the Marketing Mix 7
 
The New Branding Frontier 14
 
Reference 15
 
Chapter 2 The Psychology of Engagement 17
 
The Science Behind Relationships 19
 
Learning Drives Understanding 24
 
References 24
 
Chapter 3 Developing an Experiential Strategy 25
 
Connection 26
 
Control 34
 
Content 42
 
Currency 49
 
Conversion 55
 
Strategy First 62
 
Chapter 4 Anatomy of an Experiential Marketing Campaign 63
 
Remarkable 63
 
Shareable 67
 
Memorable 73
 
Measurable 75
 
Relatable 77
 
Personal 81
 
Targetable 83
 
Connectable 85
 
Flexible 88
 
Engageable 91
 
Believable 95
 
Reference 98
 
Chapter 5 Digital Plus Live 99
 
Creating a Wired Experience 100
 
Connecting Online and Off 115
 
Chapter 6 Experience Design 117
 
Creating Living Stories 118
 
Building an Experience 120
 
Bringing Brands to Life 131
 
Chapter 7 Proving Performance and Measurement 133
 
Metrics That Matter 137
 
Building Your Performance Plan 141
 
The Power of Touch 144
 
Brands Making Headway 147
 
The Next Phase 149
 
Practice Measurement Discipline 150
 
References 153
 
Chapter 8 The 10 Habits of Highly Experiential Brands 155
 
The DNA of Experiences 156
 
Embracing Experiential 171
 
Chapter 9 The Vocabulary of Experiences 173
 
New Marketing Features, Functions, and Terms 174
 
Chapter 10 Converting to an Experience Brand 187
 
Step 1. Identify Your Fronts 187
 
Step 2. Find and Align Partners 188
 
Step 3. Select the Right Agency 189
 
Step 4. Fix Your RFP Process 190
 
Step 5. Beef Up Your Internal Teams 193
 
Step 6. Create Value 193
 
Step 7. Improve Lower-Funnel Results 194
 
Reference 195
 
Acknowledgments 197
 
About the Authors 199
 
Index 201

Dettagli sul prodotto

• Autori: D Hanover, Dan Hanover, Daniel Hanover, Daniel Smith Hanover, Hanover Dan, Kerr Smith, Kerry Smith, Kerry Hanover Smith
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 17.06.2016
• EAN: 9781119145875
• ISBN: 978-1-119-14587-5
• Pagine: 224
• Dimensioni: 156 mm x 234 mm x 22 mm
• Categorie: Scienze sociali, diritto, economia > Economia > Management; Marketing, Business & management, Wirtschaft u. Management, Marketing & Sales, Marketing u. Vertrieb