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Experiential Marketing

Experiential Marketing

A Practical Guide to Interactive Brand Experiences

Shirra Smilansky


Experiential marketing is an interactive two-way marketing communications tool, which aims to bring brands to life and communicate complex brand messages through interactive sensory experiences that should excite and engage the customer.

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About the book

Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast.

Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, which are designed to bring brand personalities to life.

This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners, and marketing students.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Why experiential?;
    • Chapter - 02: Outsourcing vs in-house;
    • Chapter - 03: BETTER;
    • Chapter - 04: IDEA;
    • Chapter - 05: Situation and background;
    • Chapter - 06: Experiential objectives;
    • Chapter - 07: Target audiences;
    • Chapter - 08: Message – key communication;
    • Chapter - 09: Experiential strategy;
    • Chapter - 10: Selected locations and Brand ambassadors;
    • Chapter - 11: Systems and mechanisms for measurement;
    • Chapter - 12: Action;
    • Chapter - 13: Gauging effectiveness;
    • Chapter - 14: Evaluation;
    • Chapter - 15: Interviews;
    • Chapter - 16: International case studies;
    • Chapter - 17: Conclusion

Book Details

  • EAN: 9780749452759
  • Edition: 1
  • Published: 3rd February 2009
  • Hardback
  • Format: 241x164
  • 272 pages

About the Author

Shaz Smilansky is director and founder of experiential marketing agency, Blazinstar Marketing. Blazinstar has been running for six years, providing high-end, face-to-face campaigns for clients such as Nestlé, O2, Calvin Klein, MasterCard, Nectar Card, and many more.

Shirra Smilansky

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