Experiential Marketing: Secrets, Strategies, and Success Stories from the World's Greatest Brands - Tapa dura

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: * The history and fundamental principles of experiential marketing * How top brands have reset marketing mixes as experience-driven portfolios * The anatomy of a brand experience * The psychology of engagement and experience design * The 10 habits of highly experiential brands * How to measure the impact of experiential marketing * How to combine digital and social media in an experiential strategy * The experiential marketing vocabulary * How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today s customer-controlled economy will find the clarity they need to refine their marketing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.

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 today's consumer-in-control economy.

Written by the leaders of the experiential movement, Experiential Marketing documents the failure of traditional marketing techniques in reaching today's 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. You'll 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 today's consumer-controlled economy--and Smith and Hanover deliver an informative, exciting and eye-opening roadmap for putting brands on the winning path.