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Experiential Marketing

A Practical Guide to Interactive Brand Experiences

Integrate immersive brand experiences into your marketing strategies and amplify engagement using the cutting-edge techniques put forward in this expert guide.

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EAN: 9780749480967

Edition: 2

Published: 03 Dec 2017

Format: 235 x 158

320 pages

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About the book

The immersive brand experience is revolutionizing brand engagement. Experiential Marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategies to a powerful new level. This book emphasizes that experiential marketing is not just about creating a live event. A unique, immersive experience allows businesses to generate a surge of brand engagement, which is amplified immediately by a niche target of consumers through live content sharing and social media streams.

This comprehensive second edition of Experiential Marketing pinpoints exactly where this innovative strategy fits in with the current marketing and events climate, including a step-by-step outline to plan, integrate and evaluate its game-changing results. The completely fresh content analyzes the latest industry advances and case studies, including four new chapters on the digital experience and merged realities, plus the experience economy and creative explosion of the 'Pop-Up' phenomenon. Accompanied with a digital toolkit of downloadable resources, this book is essential reading for marketing, business, media and events professionals alike, providing strategic decision makers with a unique competitive advantage in a vibrant new era of marketing strategy.

About the authors

Shirra Smilansky is CEO and Executive Creative Director of Electrify Worldwide Ltd, an international brand engagement agency working with clients such as L'Oreal Luxe, Carling, Selfridges, Harvey Nichols, Lancome and Yves Saint Laurent. She is the Co-founder of an MA degree 'Experiential Meets Digital' and former Visiting Professor at London Metropolitan University. With over 15 years in the industry, Smilansky is an impactful thought-leader, entrepreneur and innovator in experiential marketing, co-founding her first company BlazinStar Experiential back in 2003.

Shirra Smilansky

Detailed Table of Contents

Section - PART ONE: An experiential revolution: the accelerating transformation of business and marketing;
Section - 01: What is experiential marketing?;
Section - 02: A whole new world: millennials, brand experiences and social media;
Section - 03: The experience economy is here;
Section - 04: Concept stores, the future of retail and pop-ups;
Section - 05: Digital experiences, artificial intelligence in marketing and merged realities;
Section - 06: The BETTER creative model: how to create unique experiential marketing ideas;
Section - PART TWO SET MESSAGE: an activation framework for your experiential marketing strategy;
Section - 07: Situation and background: exploring the business context for experiential marketing;
Section - 08: Experiential objectives: how to creatively define and set your goals;
Section - 09: Target audience: gathering holistic insights and understanding of your customers;
Section - 10: Message: key communication of your brand message using experiential marketing;
Section - 11: Experiential strategy: how to develop live brand experience strategies and frameworks;
Section - 12: Selected locations and brand ambassadors for your experiential marketing strategy;
Section - 13: Systems and mechanisms for measurement for experiential marketing planning;
Section - 14: Action: how to deliver and project manage live brand experiences;
Section - 15: Gauging effectiveness: creating a real-world test-and-learn approach for experiential marketing environments;
Section - 16: Evaluation: interpreting and monitoring tangible results from experiential marketing;
Section - 17: Conclusion: planning for the future of experiential marketing;

Reviews

Hamish Millar, Marketing Manager, Pernod Ricard UK

A very clearly written and inspiring guide, demonstrating a unique approach to integrated experiential marketing that carefully explains the methodology in a concise and effective manner.

Mark Robinson, Retail Sales Director, Silentnight Group

The must-read guide on experiential marketing that covers the changing world of the retail landscape, with simple models and objectives, in order to execute winning solutions for the increasing demands of consumers.

Kevin Jackson, Editor-in-Chief, Live Communication Magazine

This book is amazing. It's more than just a how-to guide - it's also a what is and a collection of great case histories. Need answers, guidance or inspiration? Look no further. It's essential reading for any modern marketer!

Lynn Morrison, Marketing Director, Opus Energy

In presenting experiential marketing as a methodology, rather than a channel, Smilansky offers advice and insights relevant to B2C and B2B businesses of any size. One-way communication channels are the way of the past; learning how to foster authentic two-way conversations is the next challenge. Anyone interested in building a strong and lasting relationship between their customers and their brand needs to read this book.

Maria Hatzistefanis, President/CEO, Rodial Group (Rodial Skincare, NIP+FAB)

In today's ever-changing consumer and media landscape, this book demonstrates how to truly engage and create a deeper emotional connection with modern audiences; a must-read for senior brand marketers, CEOs and their teams.

Tony Cooke, HR Director, adidas Group

Practical, pragmatic and succinct. Seasoned marketers and people just starting out will find something of use in this book. Something for everyone and written and styled for the 24/7 world we live in.

A very clearly written and inspiring guide, demonstrating a unique approach to integrated experiential marketing that carefully explains the methodology in a concise and effective manner.
Hamish Millar, Marketing Manager, Pernod Ricard UK

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