Experiential marketing : secrets, strategies, and success stories from the world's greatest brands /
Kerry Smith, Dan Hanover .
- New Jersey : Wiley, 2016.
- ix, 214 pages : ill.; 24 cm.
Includes bibliographical references and index.
The rise of experience The psychology of engagement Developing an experiential strategy Anatomy of an experiential marketing Digital plus live Experience design Proving performance and measurement The 10 habits of highly experiential brands The vocabulary of experiences Converting to an experience brand
Written by the leaders of the experiential movement, Experiential Marketing documents the failure of traditional marketing techniques in reaching today's changing customers and lays out a blueprint for exploiting a new marketing paradigm. With more customers avoiding or ignoring ads, marketers need a new way to reach them--and companies such as Nike, HP, Anheuser-Busch, and Procter & Gamble that have turned to face-to-face "experiences" are generating billions in sales, expanding customer reach, and building stronger relationships with consumers who buy more, buy quicker ... and buy forever. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, Smith and Hanover present an incredibly in-depth and compelling portrait of how companies around the world are using--and will use--experiences as the drivers of invented marketing mixes. -- Provided by publisher