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Experiential marketing : a practical guide to interactive brand experiences

Author: Shaz Smilansky
Publisher: London ; New York, NY : Kogan Page Limited, 2018. ©2018
Edition/Format:   Print book : English : Second editionView all editions and formats
Summary:
"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  Read more...
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Additional Physical Format: Online version:
Smilansky, Shaz.
Experiential marketing.
New York : Kogan Page Ltd, [2017]
(DLC) 2017052182
Document Type: Book
All Authors / Contributors: Shaz Smilansky
ISBN: 9780749480967 0749480963
OCLC Number: 1008764932
Notes: Revised edition of the author's Experiential marketing, 2009.
Description: xv, 304 pages : illustrations ; 24 cm
Contents: An experiential revolution: the accelerating transformation of business and marketing --
What is experiential marketing? --
A whole new world : millennials, brand experiences and social media --
The experience economy is here --
Concept stores, the future of retail and pop-ups --
Digital experiences, artificial intelligence in marketing and merged realities --
The better creative model : how to create unique experiential marketing ideas --
Set message : an activation framework for your experiential marketing strategy --
Situation and background : exploring the business context for experiential marketing --
Experiential objectives : how to creatively define and set your goals --
Target audience : gathering holistic insights and understanding of your customers --
Message : key communication of your brand message using experiential marketing --
Experiential strategy: how to develop live brand experience strategies and frameworks --
Selected locations and brand ambassadors for your experiential marketing strategy --
Systems and mechanisms for measurement for experiential marketing planning --
Action : how to deliver and project manage live brand experiences --
Gauging effectiveness : creating a real-world test-and-learn approach for experiential marketing environments --
Evaluation : interpreting and monitoring tangible results from experiential marketing --
Conclusion: planning for the future of experiential marketing --
Index.
Responsibility: Shirra Smilansky.

Abstract:

Integrate immersive brand experiences into your marketing strategies and amplify engagement using the cutting-edge techniques put forward in this expert guide.  Read more...

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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 Read more...

 
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    schema:description ""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 ... 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."--Provided by publisher."@en ;
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