Experiential Marketing: A Practical Guide to Interactive Brand Experiences
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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achieve activity advertising adverts allow amplification channels analysis approach aspirations become benefits BETTER Brand ambassadors Brand personality bring budget building channels client communication complete concept connection consumers core cost create creative designed detail develop drive effective elements Emotional engaging ensure environment Evaluation event example executed experiential marketing agency experiential marketing campaign Experiential strategy face factors give hire idea implemented important increase inspired integrated interaction invited involved lifestyle live brand experience locations look manager marketing communications measurement mechanisms objectives opportunity organization participants positive promotion reach receive relationship relevant responsible selected SET MESSAGE staff stage strategy successful Systems Table Target audience things traditional Two-way interaction understand word-of-mouth