Experiential Marketing

<p><b>The most researched, documented, and comprehensive manifesto on experiential marketing.</b></p> <p>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.</p> <p>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.</p> <p>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.</p> <p>You’ll learn:</p> <ul> <li>The history and fundamental principles of experiential marketing</li> <li>How top brands have reset marketing mixes as experience-driven portfolios</li> <li>The anatomy of a brand experience</li> <li>The psychology of engagement and experience design</li> <li>The 10 habits of highly experiential brands</li> <li>How to measure the impact of experiential marketing</li> <li>How to combine digital and social media in an experiential strategy</li> <li>The experiential marketing vocabulary</li> <li>How to begin converting to experiential marketing</li> </ul> <p>Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing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.</p>