Experiential Marketing: A Practical Guide to Interactive Brand ExperiencesKogan Page Publishers, 3 Φεβ 2009 - 272 σελίδες Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. The consumer does not feel any real emotional connection with these brands, and if they do buy, it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying, and fast. Brands are realising that to secure the lifetime value of their customers by gaining true customer loyalty, they must give something back. The relationships between brands and their target audiences are being revolutionized. Experiential Marketing looks at the new experiential marketing era, which focuses on giving target audiences a fabulous 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, 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. |
Περιεχόμενα
Introduction | 1 |
Chapter 1 Why experiential? | 3 |
Chapter 2 Outsourcing vs inhouse | 36 |
Chapter 3 BETTER | 52 |
Chapter 4 IDEA | 68 |
Chapter 5 Situation and background | 74 |
Chapter 6 Experiential objectives | 80 |
Chapter 7 Target audiences | 91 |
Chapter 11 Systems and mechanisms for measurement | 163 |
Chapter 12 Action | 172 |
Chapter 13 Gauging effectiveness | 192 |
Chapter 14 Evaluation | 200 |
Chapter 15 Interviews | 214 |
Chapter 16 International case studies | 241 |
Chapter 17 Conclusion | 252 |
Appendix 1 Common experiential marketing jargon explained | 254 |
Chapter 8 Message key communication | 113 |
Chapter 9 Experiential strategy | 122 |
Chapter 10 Selected locations and Brand ambassadors and Brand ambassadors | 139 |
Appendix 2 Further reading | 258 |
| 260 | |
Άλλες εκδόσεις - Προβολή όλων
Experiential Marketing: A Practical Guide to Interactive Brand Experiences Shaz Smilansky Προβολή αποσπασμάτων - 2009 |
Συχνά εμφανιζόμενοι όροι και φράσεις
achieve activity advertising adverts amplification channels analysis approach aspirational lifestyle big idea Brand ambassadors BRAND BRAND brand experience campaign brand experience channel brand messages Brand personality brand values brand-relevant budget client concept consumers core cost create creative critical path analysis customer experience management Drive word-of-mouth Emotional connection engaging ensure environment Evaluation event managers example experiential agency experiential campaign experiential marketing agency experiential marketing campaign Experiential objectives Experiential strategy Exponential element field marketing footfall Gantt chart implemented important in-house inspired invited Jack Morton Jack Morton Worldwide key communication live brand experience locations look LROI marketing communications channels mechanisms for measurement media agency multi-sensory number of interactions organization outsource participants positive PR agency programme relationship relevant sales promotion SET MESSAGE plan stage successful Systems and mechanisms Target audience three key attributes traditional Two-way interaction word-of-mouth reach yummy mummies