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

Smilansky, Shirra

Softcover

ISBN 10: 0749480963 ISBN 13: 9780749480967

Publisher: Kogan Page, 2019

Synopsis

The immersive brand experience is revolutionizing brand engagement. Experiential Marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategies to a powerful new level. This book emphasizes that experiential marketing is not just about creating a live event. A unique, immersive experience allows businesses to generate an impactful surge of brand engagement, amplified immediately by a niche target of consumers through live content sharing and social media streams.

This comprehensive second edition of Experiential Marketing pinpoints exactly where this innovative strategy fits in with the current marketing and events climate, including a step-by-step outline to plan, integrate and evaluate its game-changing results. The new edition completely refreshes, analyzing the latest industry advances and case studies, plus four new chapters on the digital experience and merged realities, the experience economy and the creative explosion of the 'pop-up phenomenon'. Accompanied with a digital toolkit of additional resources, this book is essential reading for marketing, business, media and events professionals alike, alongside strategic decision makers seeking competitive advantage in a vibrant new era of marketing strategy.

About this title

Review:

"A very clearly written and inspiring guide, demonstrating a unique approach to integrated experiential marketing that carefully explains the methodology in a concise and effective manner." (Hamish Millar, Marketing Manager, Pernod Ricard UK 2017-11-07)

"The must-read guide on experiential marketing that covers the changing world of the retail landscape, with simple models and objectives, in order to execute winning solutions for the increasing demands of consumers." (Mark Robinson, Retail Sales Director, Silentnight Group 2017-11-07)

"This book is amazing. It's more than just a how-to guide - it's also a "what is" and a collection of great case histories. Need answers, guidance or inspiration? Look no further. It's essential reading for any modern marketer!" (Kevin Jackson, Editor-in-Chief, Live Communication Magazine 2017-11-07)

"In presenting experiential marketing as a methodology, rather than a channel, Smilansky offers advice and insights relevant to B2C and B2B businesses of any size. One-way communication channels are the way of the past; learning how to foster authentic two-way conversations is the next challenge. Anyone interested in building a strong and lasting relationship between their customers and their brand needs to read this book." (Lynn Morrison, Marketing Director, Opus Energy 2017-11-07)

"In today's ever-changing consumer and media landscape, this book demonstrates how to truly engage and create a deeper emotional connection with modern audiences; a must-read for senior brand marketers, CEOs and their teams." (Maria Hatzistefanis, President/CEO, Rodial Group (Rodial Skincare, NIP+FAB) 2017-11-07)

"Practical, pragmatic and succinct. Seasoned marketers and people just starting out will find something of use in this book. Something for everyone and written and styled for the 24/7 world we live in." (Tony Cooke, HR Director, adidas Group 2017-11-07)

Book Description:

Explains how to integrate immersive brand experiences into marketing strategies, using targeted outreach for a live social media domino effect

Provides practical steps to plan, inspire, activate and evaluate tangible results from experiential initiatives

New to this edition: four new chapters on digital experience and merged realities, the experience economy, customer experience and the 'Pop-Up' phenomenon

Online resources: practical checklists, workbooks and sector -focused content on drinks, cosmetics, FMCG, automotive, retail, fashion and technology

About this edition

• Publisher: Kogan Page
• Publication date: 2019
• ISBN 10: 0749480963
• ISBN 13: 9780749480967
• Binding: Paperback
• Edition number: 2
• Number of pages: 320