Experiential Marketing: Secrets, Strategies, and Success Stories from the World?s Greatest
- 4 years ago
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The most researched, documented, and comprehensive manifesto on "Experiential Marketing" As consumers take control over what, when, why and how they buy products and services, brands face the complete breakdown and utter failure of marketing strategies designed more than a half-century ago. To connect with a new generation of customers, businesses must embrace and deploy a new marketing mix powered by a new discipline--experiences. Experiential marketing--the use of live, face-to-face engagement to connect with audiences, create relationships, and drive brand affinity--has become the fastest-growing form of marketing in the world.The same companies that built their brands on the old Madison Avenue approach--Coca-Cola, Nike, Unilever, American Express, and others--are opening the next chapter of marketing by becoming experiential brands. Using case studies, exclusive research, and interviews with more than 150 global brands, authors Daniel Hanover and Kerry Smith present the most comprehensive blueprint to date on the way leading companies are using experiential marketing as the new hub of the marketing mix.You'll learn: The history and fundamental principles of experiential marketing How to reset marketing mixes as experience-driven portfolios How to measure the impact of experiential marketing How to use experiential marketing to convert consumers into buyers The critical role of digital and social media in experiential strategy The significance of the Experience Purchase Funnel world premiereThis pivotal game plan gives clarity to marketers still torn between retaining outdated marketing models and the need to evolve their techniques in view of today's consumer-controlled environment. "Experiential Marketing" is an action-packed manifesto that every CMO, marketer, agency executive, professor, and branding practitioner will use as their default roadmap for putting their brands on a winning path.
The most researched, documented, and comprehensive manifesto on "Experiential Marketing" As consumers take control over what, when, why and how they buy products and services, brands face the complete breakdown and utter failure of marketing strategies designed more than a half-century ago. To connect with a new generation of customers, businesses must embrace and deploy a new marketing mix powered by a new discipline--experiences. Experiential marketing--the use of live, face-to-face engagement to connect with audiences, create relationships, and drive brand affinity--has become the fastest-growing form of marketing in the world.The same companies that built their brands on the old Madison Avenue approach--Coca-Cola, Nike, Unilever, American Express, and others--are opening the next chapter of marketing by becoming experiential brands. Using case studies, exclusive research, and interviews with more than 150 global brands, authors Daniel Hanover and Kerry Smith present the most comprehensive blueprint to date on the way leading companies are using experiential marketing as the new hub of the marketing mix.You'll learn: The history and fundamental principles of experiential marketing How to reset marketing mixes as experience-driven portfolios How to measure the impact of experiential marketing How to use experiential marketing to convert consumers into buyers The critical role of digital and social media in experiential strategy The significance of the Experience Purchase Funnel world premiereThis pivotal game plan gives clarity to marketers still torn between retaining outdated marketing models and the need to evolve their techniques in view of today's consumer-controlled environment. "Experiential Marketing" is an action-packed manifesto that every CMO, marketer, agency executive, professor, and branding practitioner will use as their default roadmap for putting their brands on a winning path.