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.
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;
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