Experiential Marketing E-Book

Kerry Smith

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 334

Veröffentlichungsjahr: 2016

Beschreibung

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach--including Coca-Cola, Nike, Microsoft, American Express and others--open the next chapter of marketing. . . as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You'll learn: * The history and fundamental principles of experiential marketing * How top brands have reset marketing mixes as experience-driven portfolios * The anatomy of a brand experience * The psychology of engagement and experience design * The 10 habits of highly experiential brands * How to measure the impact of experiential marketing * How to combine digital and social media in an experiential strategy * The experiential marketing vocabulary * How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today's customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

Leseprobe

EXPERIENTIAL MARKETING

SECRETS, STRATEGIES, AND SUCCESS STORIES FROM THE WORLD'S GREATEST BRANDS

KERRY SMITH DAN HANOVER

FEATURING CASE STUDIES FROM EVENT MARKETER MAGAZINE

Cover image: © Jamie Farrant/Getty Images Cover design: Wiley

This book is printed on acid-free paper.

Copyright © 2016 by Kerry Smith and Dan Hanover. All rights reserved

Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

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Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data Names: Smith, Kerry, 1963- author. | Hanover, Dan, 1973- author.

Title: Experiential marketing : secrets, strategies, and success stories from the world's greatest brands / Kerry Smith, Dan Hanover.

Description: Hoboken, New Jersey : John Wiley & Sons, 2016. | Includes bibliographical references and index.

Identifiers: LCCN 2015050877 | ISBN 9781119145875 (cloth) | ISBN 9781119145899 (epub) | ISBN 9781119145882 (epdf)

Subjects: LCSH: Target marketing. | Branding (Marketing)

Classification: LCC HF5415.127 .S65 2016 | DDC 658.8–dc23 LC record available at http://lccn.loc.gov/2015050877

For the brands that push the envelope—and the marketers who never settle.

CONTENTS

Before We Begin

Chapter 1: The Rise of the Experience

The Experience R/Evolution

Recalibrating the Marketing Mix

The New Branding Frontier

Reference

Chapter 2: The Psychology of Engagement

The Science Behind Relationships

Learning Drives Understanding

References

Chapter 3: Developing an Experiential Strategy

Connection

Control

Content

Currency

Conversion

Strategy First

Chapter 4: Anatomy of an Experiential Marketing Campaign

Remarkable

Shareable

Memorable

Measurable

Relatable

Personal

Targetable

Connectable

Flexible

Engageable

Believable

Reference

Chapter 5: Digital Plus Live

Creating a Wired Experience

Connecting Online and Off

Chapter 6: Experience Design

Creating Living Stories

Building an Experience

Bringing Brands to Life

Chapter 7: Proving Performance and Measurement

Metrics That Matter

Building Your Performance Plan

The Power of Touch

Brands Making Headway

The Next Phase

Practice Measurement Discipline

References

Chapter 8: The 10 Habits of Highly Experiential Brands

The DNA of Experiences

Embracing Experiential

Chapter 9: The Vocabulary of Experiences

New Marketing Features, Functions, and Terms

Chapter 10: Converting to an Experience Brand

STEP 1. Identify Your Fronts

STEP 2. Find and Align Partners

STEP 3. Select the Right Agency

STEP 4. Fix Your RFP Process

STEP 5. Beef Up Your Internal Teams

STEP 6. Create Value

STEP 7. Improve Lower-Funnel Results

Reference

Acknowledgments

About the Authors

Index

EULA

List of Illustrations

Chapter 2

Figure 2.1 Relationship Intersection

Figure 2.2 Experience Transfer

Figure 2.3 Experiential Recall

Figure 2.4 Experience Retention

Chapter 3

Figure 3.1 Engagement Control

Chapter 4

Figure 4.1 The 11 Experiential Pillars

Figure 4.2 Total Viral Reach, Per Event

Figure 4.3 Importance of Social Amplification

Figure 4.4 Social Media: Pre-Experience

Figure 4.5 Social Media: During Experience

Figure 4.6 Social Experience: Post-Event

Chapter 6

Figure 6.1 Touchpoint Blueprint

Figure 6.2 Experience Design Quadrants

Chapter 7

Figure 7.1 More Marketers Are Measuring

Figure 7.2 Consumer Survey: The Impact of Experiences

Figure 7.3 Average ROI: Experiential Marketing

Figure 7.4 Performance Criteria

Figure 7.5 Measurement Methods

Figure 7.6 Measurement Windows

Chapter 10

Figure 10.1 RFP Obstacles

Figure 10.2 Departments Involved in the Agency RFP Process

Guide

Cover

Table of Contents

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Before We Begin

Your latest marketing campaign cost more than the last, yet reached half as many people.

Your celebrity endorsement deal has yet to generate any measurable returns.

Your online marketing campaign yielded no significant web traffic increase, and your brand’s social media engagements declined.

You’re being out-marketed by competitors who are spending a fraction of your budget, yet are capturing a larger share of the market.

What are you going to do?

Before you tell us, we’re going to ask that you forget everything you know about marketing for a moment. Why you do it, how you were taught to use it, and what it accomplishes.

And then ask yourself one question: Are you open to a new approach—a way to break through the noise and connect with your target audience wherever they are, engage them in a way that generates tangible relationships, and convert them into customers?

If you are, then this book is for you.

Chapter OneThe Rise of the Experience

Humans are social animals.

The need to gather and share stories dates back to the dawn of man, when our ancestors met around the fire to share in the kill and documented hunts on cave walls. Over thousands of years of political and social upheaval, natural and man-made disasters, and technological achievements that have shaped and reshaped our world, the need to share has remained constant—and it defines us as a species. But while our need to share stories has not changed over the millennia, the methods by which we share them have.

As a marketer, the need to cut through noise and tell your story has never been more important—or more difficult. In today’s tune-out culture, where the interruptive marketing strategies of yesterday have been rendered almost useless by consumers who can now tune you out, brands need more than a catchy jingle, an amusing TV spot, or a big budget to be noticed. Being flashy, sexy, or loud no longer equates to a return on investment. Marketers have no one to blame but themselves for their current predicament. For decades, brands worshipped at the altar of mass reach—using GRPs, CPMs, and other quantitative metrics for delivering the most messages at the least cost, and in the process bombarding consumers with irrelevant messages at the wrong time. That approach doesn’t create engagement; it creates exasperation. It’s no wonder that, when given the opportunity to skip or block mass media, consumers do it in droves. And if traditional media clutter isn’t challenging enough, today’s customers are bypassing established media altogether and consuming content, sharing, and communicating via entirely new social and mobile platforms . . . which make them even harder to reach.