Shaz Smilansky – Experiential Marketing: A Practical Guide to Interactive Brand Experiences Book 2009

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Link:

http://eds.b.ebscohost.com.ezproxy.massey.ac.nz/eds/detail/detail?vid=4&sid=1ec0c68a-abb0-41a5-8c40-ca6bd6a2abb6%40sessionmgr114&hid=104&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=massey.b2207776&db=cat00245a

Book Online:

http://site.ebrary.com/lib/massey/reader.action?docID=10288093&ppg=11

 

  • — Why experiential?
  • — Outsourcing vs in-house
  • — BETTER
  • — IDEA
  • — Situation and background
  • Experiential objectives
  • — Target audiences
  • — Message
  • — key communication
  • Experiential strategy
  • — Selected locations and Brand ambassadors
  • — Systems and mechanisms for measurement
  • — Action
  • — Gauging effectiveness
  • — Evaluation

 

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 This outdated approach to marketing communications is dying, and fast.

 

To gain lasting customer loyalty, brands must give something back.  In the new century, the relationships between brands and their target audiences are being revolutionized by “experiential” marketing tactics.

Experiential Marketing looks at the experiential marketing era, which focuses on giving target audiences a 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, communications 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

 

 

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