Experiential Marketing

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 marketing

Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing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.

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.

The Most Researched, Documented, and Comprehensive Manifesto on Experiential Marketing Ever Written As customers take control over what, when, why, and how they buy products and services, brands are facing the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a changing generation of customers, companies must embrace and deploy a new marketing mix, driven 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--forge 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, experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchors of reinvented marketing mixes. The authors provide unprecedented access to the specific experiential strategies and blueprints used by the world's most powerful brands, many of which are using experiential marketing to generate their biggest customer reach, sales lifts, and marketing ROI ever. Marketers 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 branding strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition to experiential marketing.

THE MUST-HAVE PLAYBOOK FOR HARNESSING THE POWER OF EXPERIENTIAL MARKETING Your essential guide to marketing in the 21st century and a survival manual for brands trying to adapt in todays consumer-in-control economy. Written by the leaders of the experiential movement, Experiential Marketing documents the failure of traditional marketing techniques in reaching todays changing customers and lays out a blueprint for exploiting a new marketing paradigm. With more consumers avoiding or ignoring ads, marketers need a new way to reach them and companies such as Nike, HP, Anheuser-Busch, and Procter & Gamble that have turned to face-to-face "experiences" are generating billions in sales, expanding customer reach, and building stronger relationships with consumers who buy more, buy quicker and buy forever. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, Smith and Hanover present an incredibly in-depth and compelling portrait of how companies around the world are using and will use experiences as the drivers of reinvented marketing mixes. Youll learn: The history and principal strategies of experiential marketing How top brands are creating experience-driven portfolios The anatomy of an experience and the psychology of engagement The central tenets of experience design The 10 habits of highly experiential brands How to measure the impact of an experience How to combine digital and live in an experiential strategy How to begin converting to experiential marketing Experiential Marketing is an action-packed manifesto every CMO, marketer, agency executive, professor, and branding practitioner will use as their default playbook for the future. Learn how to increase reach and expand your customer base. Uncover how the best brands are creating face-to-face customer connections. Get keen insights on deploying a new, more effective marketing strategy. And sidestep the decline of traditional mass media advertising. Businesses need to reinvent how they market in todays consumer-controlled economy and Smith and Hanover deliver an informative, exciting and eye-opening roadmap for putting brands on the winning path.

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