Experiential Marketing: A Practical Guide to Interactive Brand Experiences - Hardcover

Smilansky, Shirra

Hardcover

ISBN 10: 0749452757 ISBN 13: 9780749452759

Publisher: Kogan Page, 2009

Synopsis

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 This outdated approach to marketing communications is dying, and fast.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

About this title

About the Author

Shirra Smilansky is CEO and Executive Creative Director of Electrify Worldwide Ltd, an international brand engagement agency working with clients such as L'Oreal Luxe, Carling, Selfridges, Harvey Nichols, Lancome and Yves Saint Laurent. She is also the Co-founder of an MA degree 'Experiential meets digital, and former Visiting Professor at London Metropolitan University.

With over 15 years in the industry, Shirra Smilansky is an impactful thought-leader, entrepreneur, and innovator in experiential marketing - co-founding her first company BlazinStar Experiential back in 2003, with clients such as Nestlé, O2, Calvin Klein, MasterCard and Nectar Card.

Edition details

• Publisher: Kogan Page
• Publication date: 2009
• Language: English
• ISBN 10: 0749452757
• ISBN 13: 9780749452759
• Binding: Hardcover
• Edition number: 1
• Number of pages: 272