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  • EXPERIENTIAL MARKETING: SECRETS, STRATEGIES, AND SUCCESS STORIES FROM THE WORLD’S GREATEST BRANDS

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.

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  • EXPERIENTIAL MARKETING: A PRACTICAL GUIDE TO INTERACTIVE BRAND EXPERIENCES

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 This outdated approach to marketing communications is dying, and fast.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 revolutionised. 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.

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  • EXPERIENCE THE MESSAGE: HOW EXPERIENTIAL MARKETING IS CHANGING THE BRAND WORLD

Consumers — exposed to roughly four thousand marketing messages a day — are no longer willing to be part of a passive consumer base, subject to conventional advertising and marketing.

Lenderman explains who the new cutting-edge marketers are, how they think and operate, and why they matter in today’s shifting brand world. He reveals how companies can interact with consumers in meaningful ways and what consumers should expect from companies that want their attention and loyalty. Max has led successful experiential campaigns for Fortune 500 companies and smaller businesses. Here, he unveils groundbreaking case studies and discusses the latest trends in experiential marketing-buzz, sub-viral marketing, roach marketing, text marketing, flash mobs, pop-up retail, advergaming, retailainment, and causal marketing.

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