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Experiential Marketing: Secrets, Strategies, and Success Stories from the World's Greatest Brands, by Kerry Smith, Dan Hanover
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From Wiley Publishing comes the global release of the most researched, documented, and comprehensive manifesto on experiential marketing ever written.
As customers take control over what, when, why, and how they buy products and services, brands are facing the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a changing generation of customers, companies must embrace and deploy a new marketing mix, driven 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--forge 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, experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchors of reinvented marketing mixes.
The authors provide unprecedented access to the specific experiential strategies and blueprints used by the world's most powerful brands, many of which are using experiential marketing to generate their biggest customer reach, sales lifts, and marketing ROI ever.
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
Experiential Marketing is an action-packed manifesto every CMO, marketer, agency executive, professor, and branding practitioner will use as their default playbook for the future. Learn how to increase reach and expand your customer base. Uncover how the best brands are creating face-to-face customer connections. Get keen insights on deploying a new, more effective marketing strategy. And sidestep the decline of traditional mass media advertising.
Businesses need to reinvent how they market in today's consumer-controlled economy--and Smith and Hanover deliver an informative, exciting and eye-opening roadmap for putting brands on the winning path.
- Sales Rank: #270419 in Books
- Published on: 2016-04-25
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .80" w x 6.30" l, .0 pounds
- Binding: Hardcover
- 224 pages
From the Inside Flap
The Most Researched, Documented, and Comprehensive Manifesto on Experiential Marketing Ever Written
As customers take control over what, when, why, and how they buy products and services, brands are facing the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a changing generation of customers, companies must embrace and deploy a new marketing mix, driven 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—forge 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, experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchors of reinvented marketing mixes.
The authors provide unprecedented access to the specific experiential strategies and blueprints used by the world's most powerful brands, many of which are using experiential marketing to generate their biggest customer reach, sales lifts, and marketing ROI ever.
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 branding strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition to experiential marketing.
From the Back Cover
THE MUST-HAVE PLAYBOOK FOR HARNESSING THE POWER OF EXPERIENTIAL MARKETING
Your essential guide to marketing in the 21st century and a survival manual for brands trying to adapt in today's consumer-in-control economy.
Written by the leaders of the experiential movement, Experiential Marketing documents the failure of traditional marketing techniques in reaching today's changing customers and lays out a blueprint for exploiting a new marketing paradigm. With more consumers avoiding or ignoring ads, marketers need a new way to reach them—and companies such as Nike, HP, Anheuser-Busch, and Procter & Gamble that have turned to face-to-face "experiences" are generating billions in sales, expanding customer reach, and building stronger relationships with consumers who buy more, buy quicker… and buy forever.
Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, Smith and Hanover present an incredibly in-depth and compelling portrait of how companies around the world are using—and will use—experiences as the drivers of reinvented marketing mixes. You'll learn:
- The history and principal strategies of experiential marketing
- How top brands are creating experience-driven portfolios
- The anatomy of an experience and the psychology of engagement
- The central tenets of experience design
- The 10 habits of highly experiential brands
- How to measure the impact of an experience
- How to combine digital and live in an experiential strategy
- How to begin converting to experiential marketing
Experiential Marketing is an action-packed manifesto every CMO, marketer, agency executive, professor, and branding practitioner will use as their default playbook for the future. Learn how to increase reach and expand your customer base. Uncover how the best brands are creating face-to-face customer connections. Get keen insights on deploying a new, more effective marketing strategy. And sidestep the decline of traditional mass media advertising.
Businesses need to reinvent how they market in today's consumer-controlled economy—and Smith and Hanover deliver an informative, exciting and eye-opening roadmap for putting brands on the winning path.
About the Author
Kerry J. Smith is an expert on media and marketing, having founded and managed numerous media brands covering the marketing industry, including PROMO Magazine, American Demographics, Event Marketer and the Experiential Marketing Summit. Kerry's most recent company, Red 7 Media, was founded in 2002 with the launch of Event Marketer, now the leading media brand covering the corporate live-event and experiential marketing industry. Kerry is a regular speaker at industry conferences and within organizations seeking to understand the implications of experiential on their marketing and branding strategies.
Most helpful customer reviews
2 of 2 people found the following review helpful.
The psychology of customer engagement in memorable purchase experiences
By Robert Morris
Until I read Bernd Schmitt’s classic, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate (1999), I had not fully understood and appreciated how and why the five senses could have a significant impact on the purchase decision process.
Almost twenty years later, as Kerry Smith and Dan Hanover point out in their book with the same title, “As a marketer, the need to cut through noise has never been more important – or more difficult. In today’s tune-out culture. Where the interruptive marketing strategies of yesterday have been rendered almost useless by consumers who can now tune you out, our brands need more than a catchy jingle, an amusing TV spot, or a big budget to be noticed. Being flashy, sexy, or loud no longer equates to a return on investment. Marketers have no one to blame but themselves for their current predicament.”
They recommend a non-traditional approach to resolving that predicament by taking another path, “one that taps into the core of our human DNA and virtually forces target audiences to stop, take, notice, and participate. We call this the ‘pull’ approach, and it is the central tenet of experiential marketing, a powerful strategy used more and more by leading brands to create true customer engagement that delivers measurable results.”
I agree with them that, in its simplest form, experiential marketing is nothing more than a highly evolved form of corporate storytelling. “But while the premise appears simple — combine a brand message, elements of interactivity, a targeted audience, and deliver it in a live setting to create a defined outcome — successful experiences are both art and science. Embracing experiential marketing requires a new way of thinking about marketing, creativity, and the role of media in the overall mix.”
Experiential marketing has grown quickly in recent years and an ever-increasing number of organizations are adopting it. Why? Because Smith and Hanover have no single answer, they suggest seven: It carries the strength of many; it’s unstoppable, the first single converter, and it’s an accelerant; it drives lifetime value; and it’s an engagement multiplier as well the marketing mix’s charger. They discuss each in detail and cross-reference to them throughout their narrative.
These are among the dozens of passages of greatest interest and value to me, also listed to suggest the scope of Smith and Hanover’s coverage in Chapters One to Six:
o The Experience R/Evolution (Pages 3-7)
o Steve Heyer on seven factors that are changing the marketing paradigm (9-10)
o Seven reasons to explain experiential market’s rapid growth from “almost out of nowhere” (13-14)
o The Science Behind Relationships (19-24)
o Connection with an audience (26-34)
o Engagement control (34-42)
o Experiential: The new currency of marketing (49-55)
o Creating customer conversion (55-62)
o Shareable customer experiences (67-72)
o Exempla of “relatable” (77-81)
o Exempla of (81-83)
o Exempla of connectable customer experiences (85-88)
o Exempla of flexible customer experiences (88-91)
o Engagement of target audience (91-94)
o Engagement of believable audience (95-98)
o Creating a Wired Experience (100-115)
o Creating Living Stories (118-120)
o Building an Experience (120-131)
OK, so how to convert to an Experience Brand? Kerry Smith and Dan Hanover recommend a seven-step process:
Step 1 - Identify Your Fronts: “Narrow your marketing focus around the key ‘fronts’ that you will use as platforms from which to build partnerships and programs.”
Step 2 - Find and Align Partners: Now “evaluate and select the partner properties you will work with to create and execute your experiential programs.”
Step 3 - Select the Right Agency: “Your particular circumstances will dictate which type of agency or mix of agencies0 is right for your organization, but we offer this word of caution: experiential marketing is marketing without a net.”
Step 4 - Fix Your Rep Process: “A key characteristic of an effective RFP process is the ability to best align a marketer’s needs and goals with agency capabilities.”
Step 5 - Beef Up Your Internal Teams: “It will be the responsibility of your internal champions [at other levels and in other areas of your company] to manage your external parts and enforce discipline and alignment around your experiential goals.”
Step 6 - Create Value: “Your goal should be not just to create value, but to create [begin italics] meaningful [end italics] for your company and your customers…Successful experiential marketers check themselves at every touch point to ensure that each component of a program delivers an enhanced customer experience.”
Step 7 - Improve Lower-Funnel Results: “”It’s critical that you focus on your lower-tunnel results. This is where you will link participation to business impact. It’s arguably the most important area to plan for, and the planning should begin at the outset of your campaign development.
These steps are based on lessons learned from best-practices in organizations in which their marketing mix was reshaped by execution of “the ultimate customer engagement strategy.” How to complete each step is thoroughly explained in Chapter Ten.
Obviously, no brief commentary such as mine can possibly do full justice to the information. insights, and counsel that Kerry Smith and Dan Hanover provide in abundance. However, I hope that I have at least indicated why I think so highly of their book. I agree with them that experiential is not for every organization. That is for business leaders to determine. However, given the fact that competition in today’s global marketplace is more volatile, more uncertain, more complex, and more ambiguous than at any prior time that I can remember, maximizing customer engagement in the purchase decision process is imperative and experiential marketing can probably do that better than any other approach, at least that I know of.
1 of 1 people found the following review helpful.
Well-researched and cited introduction to experiential marketing, a how-to on engaging audiences based on case studies and fact
By Todd Post
A long time ago, it used to be that advertising, marketing and public relations were separate disciplines. Then the Internet came along and things split into paid, earned, owned and shared content, forcing communicators to have to adapt again. Because audiences have the ability to directly interact with brands/communicators when they want to. This interactive relationship has lead to engagement marketing or "participation marketing", a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand. While this can allow brands to directly tap into what motivates their audiences so they can align their messages, it also has the potential for going horribly wrong when done poorly. This short but well-researched book lays out the best practices based on case studies and citations to tell you where they came up with their data and conclusions. Rather than the opinions of a self-appointed or anointed "influencer", the authors give you the tools to apply experiential marketing based on facts and what has worked for others.
1 of 1 people found the following review helpful.
Doesn't Pretend to Have All the Answers
By Mr. Bey
There are so many "guides" for marketing out there with tips that offer surefire success. Most of them are pure nonsense. What I liked most about this book was that it didn't feel like it needed to defend every single example shown. It was more objective that you'd expect from any book that covers marketing.
Mostly because it knows the truth. These ideas can and have worked. It doesn't mean that they will. Any book that makes that kind of promise is just lying to you.
This book offers ideas. It's tailored well to people who can try to take what they've learned and apply it to their own scenarios rather than copy what's been done here. I highly enjoyed reading it.
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