Beschreibung
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 approachincluding Coca-Cola, Nike, Microsoft, American Express and othersopen 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.
Youll learn:
The history and fundamental principles of experiential marketingHow top brands have reset marketing mixes as experience-driven portfoliosThe anatomy of a brand experienceThe psychology of engagement and experience designThe 10 habits of highly experiential brandsHow to measure the impact of experiential marketingHow to combine digital and social media in an experiential strategyThe experiential marketing vocabularyHow to begin converting to experiential marketing
Marketers still torn between outdated marketing models and the need to reinvent how they market in todays customer-controlled economy will find the clarity they need to refine their marketing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.
Autorenportrait
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 includesEvent 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.
Inhalt
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
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