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.
Before We Begin ix
Chapter 1 The Rise of the Experience 1
The Experience R/Evolution 3
Recalibrating the Marketing Mix 7
The New Branding Frontier 14
Chapter 2 The Psychology of Engagement 17
The Science Behind Relationships 19
Learning Drives Understanding 24
Chapter 3 Developing an Experiential Strategy 25
Strategy First 62
Chapter 4 Anatomy of an Experiential Marketing Campaign 63
Chapter 5 Digital Plus Live 99
Creating a Wired Experience 100
Connecting Online and Off 115
Chapter 6 Experience Design 117
Creating Living Stories 118
Building an Experience 120
Bringing Brands to Life 131
Chapter 7 Proving Performance and Measurement 133
Metrics That Matter 137
Building Your Performance Plan 141
The Power of Touch 144
Brands Making Headway 147
The Next Phase 149
Practice Measurement Discipline 150
Chapter 8 The 10 Habits of Highly Experiential Brands 155
The DNA of Experiences 156
Embracing Experiential 171
Chapter 9 The Vocabulary of Experiences 173
New Marketing Features, Functions, and Terms 174
Chapter 10 Converting to an Experience Brand 187
Step 1. Identify Your Fronts 187
Step 2. Find and Align Partners 188
Step 3. Select the Right Agency 189
Step 4. Fix Your RFP Process 190
Step 5. Beef Up Your Internal Teams 193
Step 6. Create Value 193
Step 7. Improve Lower–Funnel Results 194
About the Authors 199
ABOUT THE AUTHORS
In 2002, Kerry Smith (right) and Dan Hanover launched what would become the largest network of experiential marketing content in the world a 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 marketing where 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.
KERRY SMITH 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.
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