E-Book Overview
Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their TV shows and generally getting in the way. Consumers feel little emotional connection with these brands, and if they are persuaded to buy it is simply because the brand that shouted the loudest got their attention. This outdated approach to marketing communications is dying--fast.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.
E-Book Content
experi_marketing_aw:Layout 1 4/3/09 10:58 Page 1 “Shaz Smilansky is without doubt one of the leading experts in the field of experiential marketing, and she offers advice that is both innovative and practical.” Camilla Barnard, Director, Rude Health Shaz Smilansky is co-founder and director of the award-winning experiential marketing agency Blazinstar Experiential. Shaz resides in London, England, with her long-term partner Marvin Foster. Together they founded Blazinstar over six years ago and currently run the agency in Farringdon – a creative mecca in the City. Blazinstar provides innovative, creative campaigns for clients such as Nestlé, 3, Calvin Klein, ITV, MediaCom, Palm, and many more. She also sits on the advisory board of the EMF, the internationally recognized Experiential Marketing Forum. Having made several appearances on the BBC and in national and trade press in the United Kingdom, Smilansky is a widely recognized figure in experiential marketing. “Shaz Smilansky clearly has a real understanding of experiential marketing, based on practical, applied knowledge from delivering impactful experiential campaigns. A ‘how to’ for anyone seeking to connect their brands and their target market effectively.” Mike Atkinson, Head of Commercial Insight, Adnams plc “Shaz identifies the new challenges facing marketers: the landscape has changed, and consumers’ relationships with brands have moved on. This book explores how an experiential approach offers us a depth of engagement with consumers that can drive long-term brand value.” James Penfold, Consumer Insight Manager, Kerry Foods “Shaz has put together an excellent step-by-step guide to experiential marketing that delivers an in-depth understanding of the medium and a fantastically practical ‘how to’ book.“ Kevin Jackson, Sales and Marketing Director, Jack Morton Worldwide Consumers are constantly inundated with repetitive traditional advertising messages which bombard their consciousness, interrupt their TV shows and get in the way of their everyday lives. Often, 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. This book demonstrates how experiential marketing fits in with the current marketing climate, and it explains how to go about planning, activating and evaluating it for best results. Including interviews and international case studies demonstrating successful experiential ma