Shirra Smilansky

Experiential Marketing (eBook, ePUB)

A Practical Guide to Interactive Brand Experiences

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 320
• Erscheinungstermin: 3. Dezember 2017
• Englisch
• ISBN-13: 9780749480974
• Artikelnr.: 50185150

Autorenporträt

Shirra Smilansky is CEO and Executive Creative Director of Electrify Worldwide Ltd, an international brand engagement agency working with clients such as L'Oreal Luxe, Carling, Selfridges, Harvey Nichols, Lancome and Yves Saint Laurent. She is the Co-founder of an MA degree 'Experiential Meets Digital' and former Visiting Professor at London Metropolitan University. With over 15 years in the industry, Smilansky is an impactful thought-leader, entrepreneur and innovator in experiential marketing, co-founding her first company BlazinStar Experiential back in 2003.

Inhaltsangabe

Section
PART ONE: An experiential revolution: the accelerating transformation of business and marketing; Section
01: What is experiential marketing?; Section
02: A whole new world: millennials, brand experiences and social media; Section
03: The experience economy is here; Section
04: Concept stores, the future of retail and pop
ups; Section
05: Digital experiences, artificial intelligence in marketing and merged realities; Section
06: The BETTER creative model: how to create unique experiential marketing ideas; Section
PART TWO SET MESSAGE: an activation framework for your experiential marketing strategy; Section
07: Situation and background: exploring the business context for experiential marketing; Section
08: Experiential objectives: how to creatively define and set your goals; Section
09: Target audience: gathering holistic insights and understanding of your customers; Section
10: Message: key communication of your brand message using experiential marketing; Section
11: Experiential strategy: how to develop live brand experience strategies and frameworks; Section
12: Selected locations and brand ambassadors for your experiential marketing strategy; Section
13: Systems and mechanisms for measurement for experiential marketing planning; Section
14: Action: how to deliver and project manage live brand experiences; Section
15: Gauging effectiveness: creating a real
world test
and
learn approach for experiential marketing environments; Section
16: Evaluation: interpreting and monitoring tangible results from experiential marketing; Section
17: Conclusion: planning for the future of experiential marketing;