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Experiential Marketing

De (autor)
Notă GoodReads:
en Limba Engleză Hardback – March 2009
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way.  Consumers feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast.
To gain lasting customer loyalty, brands must give something back.  In the new century, the relationships between brands and their target audiences are being revolutionized by "experiential" marketing tactics.
Experiential Marketing looks at the experiential marketing era, which focuses on giving target audiences a brand-relevant customer experience that adds value to their lives. Experiential marketing is made up of live brand experiences - two way communications between consumers and brands, communications which are designed to bring brand personalities to life.
This book demonstrates how experiential marketing fits in with the current marketing climate and how to go about planning, activating and evaluating it for best results. This is essential reading for both advertising and marketing practitioners and marketing students.
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Specificații

ISBN-13: 9780749452759
ISBN-10: 0749452757
Pagini: 264
Dimensiuni: 165 x 236 x 25 mm
Greutate: 0.54 kg
Editura: Kogan Page

Cuprins

1. Why Experiential?
The context: marketing communication; What is experiential marketing?; Traditional approaches are losing effectiveness; Experiential marketing: a differentiator; The benefits; Criticisms: fact and fiction; What level of resource?; A shift in awareness
2. 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
3. BETTER
How do you use BETTER?
4. IDEA
Using IDEA; Choosing the idea
5. Situation and Background
SET MESSAGE; Situation and background
6. Experiential Objectives
Examples of experiential marketing campaigns
7. Target Audiences
Analysing Target audiences
8. Message – Key Communication
Bringing the message to life
9. Experiential Strategy
STRATEGIES; Integrating the selected elements to form the experiential strategy; Scenarios; Make the experience memorable and ongoing
10. Selected Locations and Brand Ambassadors
Choosing locations; Examples of live brand experience locations; Live brand experiences are like theatre productions; Brand ambassador selection; Recruiting Brand ambassadors
11. Systems and Mechanisms for Measurement
How much to spend on measurement
12. Action
Contents of the Action plan
13. 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
14. Evaluation
Introduction; The written Evaluation section; The campaign Evaluation (post-campaign)
15. Interviews
16. International Case Studies
17. Conclusion
Appendix 1. Common Experiential Marketing Jargon Explained
Appendix 2. Further Reading

Recenzii

"Smilansky has been able to look across the Atlantic and Pacific for her case study material and draws on this very well.... nicely presented and clearly written." - Field Marketing

Notă biografică

Shaz Smilansky is Director and founder of the UK-based experiential marketing agency Blazinstar Marketing. Blazinstar provides high-end, face-to-face campaigns for clients such as Nestlé, O2, Calvin Klein, MasterCard, and many more.