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Experiential Marketing : Secrets, Strategies, and Success Stories from the World's Greatest Brands by Dan Hanover and Kerry Smith (2016, Hardcover)
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About this product
Product Information
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 todays consumer-in-control economy. Written by the leaders of the experiential movement, Experiential Marketing documents the failure of traditional marketing techniques in reaching todays 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. Youll 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 todays consumer-controlled economy and Smith and Hanover deliver an informative, exciting and eye-opening roadmap for putting brands on the winning path.Product Identifiers
PublisherWiley & Sons, Incorporated, John
ISBN-101119145872
ISBN-139781119145875
eBay Product ID (ePID)215973816
Product Key Features
Number of Pages224 Pages
Publication NameExperiential Marketing : Secrets, Strategies, and Success Stories from the World's Greatest Brands
LanguageEnglish
SubjectMarketing / General, Consumer Guides
Publication Year2016
TypeNot Available
AuthorDan Hanover, Kerry Smith
Subject AreaBusiness & Economics, Référence
FormatHardcover
Dimensions
Item Height1.1 in
Item Weight14.4 Oz
Item Length9.1 in
Item Width6.3 in
Additional Product Features
LCCN2015-050877
IllustratedYes
Intended AudienceTrade
Lc Classification NumberHf5415.127.S65 2016
Table of ContentBefore We Begin ix Chapter 1 The Rise of the Experience 1 The Experience R/Evolution 3 Recalibrating the Marketing Mix 7 The New Branding Frontier 14 Reference 15 Chapter 2 The Psychology of Engagement 17 The Science Behind Relationships 19 Learning Drives Understanding 24 References 24 Chapter 3 Developing an Experiential Strategy 25 Connection 26 Control 34 Content 42 Currency 49 Conversion 55 Strategy First 62 Chapter 4 Anatomy of an Experiential Marketing Campaign 63 Remarkable 63 Shareable 67 Memorable 73 Measurable 75 Relatable 77 Personal 81 Targetable 83 Connectable 85 Flexible 88 Engageable 91 Believable 95 Reference 98 Chapter 5 Digital Plus Live 99 Creating a Wired Experience 100 Connecting Online and Off 115 Chapter 6 Experience Design 117 Creating Living Stories 118 Building an Experience 120 Bringing Brands to Life 131 Chapter 7 Proving Performance and Measurement 133 Metrics That Matter 137 Building Your Performance Plan 141 The Power of Touch 144 Brands Making Headway 147 The Next Phase 149 Practice Measurement Discipline 150 References 153 Chapter 8 The 10 Habits of Highly Experiential Brands 155 The DNA of Experiences 156 Embracing Experiential 171 Chapter 9 The Vocabulary of Experiences 173 New Marketing Features, Functions, and Terms 174 Chapter 10 Converting to an Experience Brand 187 Step 1. Identify Your Fronts 187 Step 2. Find and Align Partners 188 Step 3. Select the Right Agency 189 Step 4. Fix Your RFP Process 190 Step 5. Beef Up Your Internal Teams 193 Step 6. Create Value 193 Step 7. Improve Lower-Funnel Results 194 Reference 195 Acknowledgments 197 About the Authors 199 Index 201
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