Experiential Marketing

Name: Experiential Marketing
Brand: Unknown
SKU: 9781119145875
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Secrets, Strategies, and Success Stories from the World's Greatest Brands

By Dan Hanover and Kerry Smith

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Summary

Experiential Marketing by Dan Hanover and Kerry Smith delves into how brands can create meaningful customer connections through engaging experiences rather than traditional advertising. The authors explore the concept of transforming marketing strategies to focus on direct, interactive experiences that foster brand loyalty. This approach is designed to resonate deeply with consumers, ultimately influencing their purchasing decisions.
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Format: Hardback

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Experiential Marketing

$58⁹⁹

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

You might enjoy this book if you're interested in understanding how to create memorable experiences that can elevate your brand and engage consumers effectively. It offers practical insights into the modern landscape of marketing, showing how experiences can drive customer loyalty and business success in unique and impactful ways. Perfect for entrepreneurs and business leaders eager to innovate their marketing strategies.

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.

Description

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. The very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—are now opening 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.

Book Details

INFORMATION

ISBN: 9781119145875

Publisher: John Wiley & Sons Inc

Format: Hardback

Date Published: 17 June 2016

Country: United States

Imprint: John Wiley & Sons Inc

Audience: Professional and scholarly

DIMENSIONS

Spine width: 28.0mm

Width: 160.0mm

Height: 231.0mm

Weight: 408g

Pages: 224

Collections

Business & Entrepreneurship Dan Hanover Kerry Smith Marketing & Sales Non-Fiction

About the Author

ABOUT THE AUTHORS

In 2002, Kerry Smith (right) and Dan Hanover launched what would become the largest network of experiential marketing content in the worlda portfolio that includes Event Marketer Magazine, the Experiential Marketing Summit, the Ex Awards, and the Event Marketing Institute. They are considered the world's foremost experts on experiential marketingwhere it came from, how it's grown, why companies are using it and, what the future of marketing looks like. They have trained marketing teams at such companies as Procter & Gamble, Oracle, Mercedes, Cisco, Intel, IBM, Microsoft, Pepsi, Anheuser-Busch, Best Buy, Toyota, R.J. Reynolds, and many others.

KERRYSMITH learned about the evolution of marketing from the inside out, first as an advertising agency executive in New York City and then as a media entrepreneur who launched three marketing magazines and eight marketing conferences over three decades.

DAN HANOVER has led editorial teams at some of the most respected media companies in the world and is considered a trusted resource across the advertising industry, promotion category, retail sector, licensing arena, entertainment category, and experiential marketing industry.