Experiential Marketing: Secrets, Strategies, and Success Stories from the Worlds Greatest Brands

THE MUST–HAVE PLAYBOOK FOR HARNESSING THE POWER OF EXPERIENTIAL MARKETING

Your essential guide to marketing in the 21st century and a survival manual for brands trying to adapt in today′s consumer–in–control economy.

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 consumers 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 reinvented marketing mixes. You′ll learn:

The history and principal strategies of experiential marketing How top brands are creating experience–driven portfolios The anatomy of an experience and the psychology of engagement The central tenets of experience design The 10 habits of highly experiential brands How to measure the impact of an experience How to combine digital and live in an experiential strategy How to begin converting to experiential marketing

Experiential Marketing is an action–packed manifesto every CMO, marketer, agency executive, professor, and branding practitioner will use as their default playbook for the future. Learn how to increase reach and expand your customer base. Uncover how the best brands are creating face–to–face customer connections. Get keen insights on deploying a new, more effective marketing strategy. And sidestep the decline of traditional mass media advertising.

Businesses need to reinvent how they market in today′s consumer–controlled economy and Smith and Hanover deliver an informative, exciting and eye–opening roadmap for putting brands on the winning path.

Before We Begin ix

Chapter 1 The Rise of the Experience 1

The Experience R/Evolution 3

Recalibrating the Marketing Mix 7

The New Branding Frontier 14

Reference 15

Chapter 2 The Psychology of Engagement 17

The Science Behind Relationships 19

Learning Drives Understanding 24

References 24

Chapter 3 Developing an Experiential Strategy 25

Connection 26

Control 34

Content 42

Currency 49

Conversion 55

Strategy First 62

Chapter 4 Anatomy of an Experiential Marketing Campaign 63

Remarkable 63

Shareable 67

Memorable 73

Measurable 75

Relatable 77

Personal 81

Targetable 83

Connectable 85

Flexible 88

Engageable 91

Believable 95

Reference 98

Chapter 5 Digital Plus Live 99

Creating a Wired Experience 100

Connecting Online and Off 115

Chapter 6 Experience Design 117

Creating Living Stories 118

Building an Experience 120

Bringing Brands to Life 131

Chapter 7 Proving Performance and Measurement 133

Metrics That Matter 137

Building Your Performance Plan 141

The Power of Touch 144

Brands Making Headway 147

The Next Phase 149

Practice Measurement Discipline 150

References 153

Chapter 8 The 10 Habits of Highly Experiential Brands 155

The DNA of Experiences 156

Embracing Experiential 171

Chapter 9 The Vocabulary of Experiences 173

New Marketing Features, Functions, and Terms 174

Chapter 10 Converting to an Experience Brand 187

Step 1. Identify Your Fronts 187

Step 2. Find and Align Partners 188

Step 3. Select the Right Agency 189

Step 4. Fix Your RFP Process 190

Step 5. Beef Up Your Internal Teams 193

Step 6. Create Value 193

Step 7. Improve Lower–Funnel Results 194

Reference 195

Acknowledgments 197

About the Authors 199

Index 201

ABOUT THE AUTHORS

In 2002, Kerry Smith (right) and Dan Hanover launched what would become the largest network of experiential marketing content in the world a portfolio that includes Event Marketer Magazine, the Experiential Marketing Summit, the Ex Awards, and the Event Marketing Institute. They are considered the world′s foremost experts on experiential marketing where it came from, how it′s grown, why companies are using it and, what the future of marketing looks like. They have trained marketing teams at such companies as Procter & Gamble, Oracle, Mercedes, Cisco, Intel, IBM, Microsoft, Pepsi, Anheuser–Busch, Best Buy, Toyota, R.J. Reynolds, and many others.

KERRY SMITH learned about the evolution of marketing from the inside out, first as an advertising agency executive in New York City and then as a media entrepreneur who launched three marketing magazines and eight marketing conferences over three decades.

DAN HANOVER has led editorial teams at some of the most respected media companies in the world and is considered a trusted resource across the advertising industry, promotion category, retail sector, licensing arena, entertainment category, and experiential marketing industry.

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