Experiential Marketing: Secrets, Strategies, and Success Stories from the World's Greatest BrandsJohn Wiley & Sons, 25. 4. 2016 - Počet stran: 224 The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered 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—open 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, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You’ll learn:
Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands. |
Obsah
Chapter | 7 |
The Psychology of Engagement | 17 |
Learning Drives Understanding | 24 |
Chapter 4 | 42 |
Contents Relatable | 77 |
Personal | 81 |
Targetable | 83 |
Connectable | 85 |
The Power of Touch | 144 |
Brands Making Headway | 147 |
The Next Phase | 149 |
Practice Measurement Discipline | 150 |
References | 153 |
The 10 Habits of Highly Experiential Brands | 155 |
The DNA of Experiences | 156 |
Embracing Experiential | 171 |
Flexible | 88 |
Engageable | 91 |
Believable | 95 |
Reference | 98 |
Digital Plus Live | 99 |
Creating a Wired Experience | 100 |
Connecting Online and Off | 115 |
Experience Design | 117 |
Creating Living Stories | 118 |
Building an Experience | 120 |
Bringing Brands to Life | 131 |
Proving Performance and Measurement | 133 |
Metrics That Matter | 137 |
Building Your Performance Plan | 141 |
The Vocabulary of Experiences | 173 |
New Marketing Features Functions and Terms | 174 |
Converting to an Experience Brand | 187 |
Find and Align Partners | 188 |
Select the Right Agency | 189 |
Fix Your RFP Process | 190 |
Beef Up Your Internal Teams | 193 |
Improve LowerFunnel Results | 194 |
Reference | 195 |
Acknowledgments | 197 |
About the Authors | 199 |
201 | |