Experiential Marketing: A Practical Guide to Interactive Brand Experiences

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Kogan Page, 2009 - Business & Economics - 264 pages
1. Why Experiential? The context: marketing communication; What is experiential marketing?; Traditional approaches are losing effectiveness; Experiential marketing: a differentiator; The benefits; Criticisms: fact and fiction; What level of resource?; A shift in awareness 2. Outsourcing vs In-house In-house; Outsourcing to your media or full-service agency; Working with a PR agency; Working with a sales promotion agency 3. BETTER How do you use BETTER? 4. IDEA Using IDEA; Choosing the idea 5. Situation and Background SET MESSAGE; Situation and background 6. Experiential Objectives Examples of experiential marketing campaigns 7. Target Audiences Analysing Target audiences 8. Message - Key Communication Bringing the message to life 9. Experiential Strategy STRATEGIES; Integrating the selected elements to form the experiential strategy; Scenarios; Make the experience memorable and ongoing 10. Selected Locations and Brand Ambassadors Choosing locations; Examples of live brand experience locations; Live brand experiences are like theatre productions; Brand ambassador selection; Recruiting Brand ambassadors 11. Systems and Mechanisms for Measurement How much to spend on measurement 12. Action Contents of the Action plan 13. Gauging Effectiveness Systems and mechanisms for measurement and how they enable Gauging effectiveness; Real-time reporting and online client access pages; Flexibility and change management solutions 14. Evaluation Introduction; The written Evaluation section; The campaign Evaluation (post-campaign) 15. Interviews 16. International Case Studies 17. Conclusion Appendix 1. Common Experiential Marketing Jargon Explained Appendix 2. Further Reading.

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Contents

Why experiential?
3
Outsourcing vs inhouse
36
BETTER
52
Copyright

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About the author (2009)

Shaz Smilansky is director and founder of experiential marketing agency, Blazinstar Marketing. Blazinstar has been running for six years, providing high-end, face-to-face campaigns for clients such as Nestlé, O2, Calvin Klein, MasterCard, Nectar Card, and many more.

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