Kogan Page Ltd
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Experiential marketing is predicated to be one of the biggest growth areas within marketing over the next five years-and many organizations are beginning to adopt an experiential marketing orientation, placing live brand experiences at the core of their overall marketing strategies.
This innovative form of marketing will become key to brands who strive to engage their customers, and Experiential Marketing will be essential in showing companies the way forward. In addition to numerous high-profile interviews and international case studies, the book includes coverage on:
The benefits of an experiential marketing approach
Outsourcing versus in-house marketing
The target audience
Bringing the message to life
Selecting locations and brand ambassadors
Measurement, evaluation and LROI
Consumers are constantly inundated with repetitive traditional advertising messages which bombard their consciousness, interrupt their TV shows and get in the way of their everyday lives. Often, 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 This outdated approach to marketing communications is dying, and fast.
This engaging new title is a practical guide to experiential marketing, a methodology that is revolutionizing the face of marketing as we know it. Experiential marketing campaigns are geared around live brand experiences - two-way communications between consumers and brands, which bring brand personalities to life and develop long-lasting relationships with target audiences. Experiential Marketing explores this new era in marketing communication, which gives customers a fabulous brand- relevant experience designed to add value to their lives and ultimately increases customer brand loyalty.
This book demonstrates how experiential marketing fits in with the current marketing climate, and it explains how to go about planning, activating and evaluating it for best results. Including interviews and international case studies demonstrating successful experiential marketing campaigns, it is essential reading for marketing, business, advertising and media professionals, as well as for marketing students.
About The Author
Shaz Smilansky is co-founder and director of the award-winning experiential marketing agency Blazinstar Experiential. Shaz resides in London, England, with her long-term partner Marvin Foster. Together they founded Blazinstar over six years ago and currently run the agency in Farringdon-a creative mecca in the City. Blazinstar provides innovative, creative campaigns for clients such as Nestle, 3, Calvin Klein, ITV, Media.Com, Palm, and many more. She also sits on the advisory board of the EMF, the internationally recognized Experiential Marketing Forum. Having made several appearances on the BBC and in national and trade press in the United Kingdom, Smilansky is a widely recognized figure in experiential marketing.
Table of Content
Why experiential?: The context - marketing communication
What is experiential marketing
Traditional approaches are losing effectiveness
Experiential marketing - a differentiator
Criticisms - fact and fiction
What level of resources?
A shift in awareness
Outsourcing VS in House: In-house
Outsourcing to your media or full-service agency
Working with a PR agency
Working with a sales promotion agency
Better: How do you use BETTER?
IDEA: Using IDEA
Choosing the idea
Situation and background: SET MESSAGE
Situation and background
Experiential Objectives: Examples of experiential marketing campaigns
Target Audiences: Analyzing target audiences
Message-key communication: Bringing the message to life
Experiential Strategy: STRATEGIES
Integrating the selected elements to form the experiential strategy
Make the experience memorable and ongoing
Selected Locations and Brand Ambassadors: Choosing locations
Examples of live brand experience locations
Live brand experience are like theatre productions
Brand ambassador selection
Recruiting brand ambassadors
Systems and Mechanisms for Measurement: How much to spend on measurement
Action: Contents of the action plan
Gauging effectiveness: Systems and mechanisms for measurement and how they enable Gauging effectiveness
Real-time reporting and online client access pages
Flexibility and change management solutions
The written evaluation section
The campaign evaluation (post-campaign)
International case studies