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Experiential Marketing

A Practical Guide to Interactive Brand Experiences

By (author) Shirra Smilansky
Format: Paperback / softback
Publisher: Kogan Page Ltd, London, United Kingdom
Published: 3rd Dec 2017
Dimensions: w 150mm h 234mm d 18mm
Weight: 515g
ISBN-10: 0749480963
ISBN-13: 9780749480967
Barcode No: 9780749480967
Synopsis
The immersive brand experience is revolutionizing brand engagement. Experiential Marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategies to a powerful new level. This book emphasizes that experiential marketing is not just about creating a live event. A unique, immersive experience allows businesses to generate a surge of brand engagement, which is amplified immediately by a niche target of consumers through live content sharing and social media streams. This comprehensive second edition of Experiential Marketing pinpoints exactly where this innovative strategy fits in with the current marketing and events climate, including a step-by-step outline to plan, integrate and evaluate its game-changing results. The completely fresh content analyzes the latest industry advances and case studies, including four new chapters on the digital experience and merged realities, plus the experience economy and creative explosion of the 'Pop-Up' phenomenon. Accompanied with a digital toolkit of downloadable resources, this book is essential reading for marketing, business, media and events professionals alike, providing strategic decision makers with a unique competitive advantage in a vibrant new era of marketing strategy.

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"Practical, pragmatic and succinct. Seasoned marketers and people just starting out will find something of use in this book. Something for everyone and written and styled for the 24/7 world we live in."--Tony Cooke, HR Director, adidas Group "In presenting experiential marketing as a methodology, rather than a channel, Smilansky offers advice and insights relevant to B2C and B2B businesses of any size. One-way communication channels are the way of the past; learning how to foster authentic two-way conversations is the next challenge. Anyone interested in building a strong and lasting relationship between their customers and their brand needs to read this book."--Lynn Morrison, Marketing Director, Opus Energy "The must-read guide on experiential marketing that covers the changing world of the retail landscape, with simple models and objectives, in order to execute winning solutions for the increasing demands of consumers."--Mark Robinson, Retail Sales Director, Silentnight Group "A very clearly written and inspiring guide, demonstrating a unique approach to integrated experiential marketing that carefully explains the methodology in a concise and effective manner."--Hamish Millar, Marketing Manager, Pernod Ricard UK "In today's ever-changing consumer and media landscape, this book demonstrates how to truly engage and create a deeper emotional connection with modern audiences; a must-read for senior brand marketers, CEOs and their teams."--Maria Hatzistefanis, President/CEO, Rodial Group (Rodial Skincare, NIP+FAB) "This book is amazing. It's more than just a how-to guide - it's also a "what is" and a collection of great case histories. Need answers, guidance or inspiration? Look no further. It's essential reading for any modern marketer!"--Kevin Jackson, Editor-in-Chief, Live Communication Magazine