Experiential Marketing – Secrets, Strategies, and Success Stories from the World′s Greatest Brands
Secrets, Strategies, and Success Stories from the World′s Greatest Brands
Gebonden Engels 2016 9781119145875Samenvatting
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Marketers still torn between outdated marketing models and the need to reinvent how they market in today s customer–controlled economy will find the clarity they need to refine their marketing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.
Specificaties
Lezersrecensies
Inhoudsopgave
<p>Chapter 1 The Rise of the Experience 1</p>
<p>The Experience R/Evolution 3</p>
<p>Recalibrating the Marketing Mix 7</p>
<p>The New Branding Frontier 14</p>
<p>Reference 15</p>
<p>Chapter 2 The Psychology of Engagement 17</p>
<p>The Science Behind Relationships 19</p>
<p>Learning Drives Understanding 24</p>
<p>References 24</p>
<p>Chapter 3 Developing an Experiential Strategy 25</p>
<p>Connection 26</p>
<p>Control 34</p>
<p>Content 42</p>
<p>Currency 49</p>
<p>Conversion 55</p>
<p>Strategy First 62</p>
<p>Chapter 4 Anatomy of an Experiential Marketing Campaign 63</p>
<p>Remarkable 63</p>
<p>Shareable 67</p>
<p>Memorable 73</p>
<p>Measurable 75</p>
<p>Relatable 77</p>
<p>Personal 81</p>
<p>Targetable 83</p>
<p>Connectable 85</p>
<p>Flexible 88</p>
<p>Engageable 91</p>
<p>Believable 95</p>
<p>Reference 98</p>
<p>Chapter 5 Digital Plus Live 99</p>
<p>Creating a Wired Experience 100</p>
<p>Connecting Online and Off 115</p>
<p>Chapter 6 Experience Design 117</p>
<p>Creating Living Stories 118</p>
<p>Building an Experience 120</p>
<p>Bringing Brands to Life 131</p>
<p>Chapter 7 Proving Performance and Measurement 133</p>
<p>Metrics That Matter 137</p>
<p>Building Your Performance Plan 141</p>
<p>The Power of Touch 144</p>
<p>Brands Making Headway 147</p>
<p>The Next Phase 149</p>
<p>Practice Measurement Discipline 150</p>
<p>References 153</p>
<p>Chapter 8 The 10 Habits of Highly Experiential Brands 155</p>
<p>The DNA of Experiences 156</p>
<p>Embracing Experiential 171</p>
<p>Chapter 9 The Vocabulary of Experiences 173</p>
<p>New Marketing Features, Functions, and Terms 174</p>
<p>Chapter 10 Converting to an Experience Brand 187</p>
<p>Step 1. Identify Your Fronts 187</p>
<p>Step 2. Find and Align Partners 188</p>
<p>Step 3. Select the Right Agency 189</p>
<p>Step 4. Fix Your RFP Process 190</p>
<p>Step 5. Beef Up Your Internal Teams 193</p>
<p>Step 6. Create Value 193</p>
<p>Step 7. Improve Lower–Funnel Results 194</p>
<p>Reference 195</p>
<p>Acknowledgments 197</p>
<p>About the Authors 199</p>
<p>Index 201</p>
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