Experiential marketing : a practical guide to interactive brand experiences / Shirra Smilansky.

By: Smilansky, Shaz [author.]
Language: English Publisher: New York ; London : Kogan Page, 2018Edition: Second EditionDescription: xv, 304 pages ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780749480967 (alk. paper)Subject(s): Branding (Marketing) | Target marketingAdditional physical formats: Online version:: Experiential marketingDDC classification: 658.8/27 LOC classification: HF5415.1255 | .S55 2018
Contents:
An experiential revolution: the accelerating transformation of business and marketing -- What is experiential marketing? -- A whole new world : millennials, brand experiences and social media -- The experience economy is here -- Concept stores, the future of retail and pop-ups -- Digital experiences, artificial intelligence in marketing and merged realities -- The better creative model : how to create unique experiential marketing ideas -- Set message : an activation framework for your experiential marketing strategy -- Situation and background : exploring the business context for experiential marketing -- Experiential objectives : how to creatively define and set your goals -- Target audience : gathering holistic insights and understanding of your customers -- Message : key communication of your brand message using experiential marketing -- Experiential strategy: how to develop live brand experience strategies and frameworks -- Selected locations and brand ambassadors for your experiential marketing strategy -- Systems and mechanisms for measurement for experiential marketing planning -- Action : how to deliver and project manage live brand experiences -- Gauging effectiveness : creating a real-world test-and-learn approach for experiential marketing environments -- Evaluation : interpreting and monitoring tangible results from experiential marketing : an integrated approach is the way forward -- Conclusion: planning for the future of experiential marketing -- Index.
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SUBJECT REFERENCE 		658.827 Sm42 2018 (Browse shelf) Available CITU-CL-48900
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Revised edition of the author's Experiential marketing, 2009.

Shirra Smilansky is CEO and Executive Creative Director of Electrify Worldwide Ltd, an international brand engagement agency working with clients such as L'Oreal Luxe, Carling, Selfridges, Harvey Nichols, Lancome and Yves Saint Laurent. She is the Co-founder of an MA degree 'Experiential Meets Digital' and former Visiting Professor at London Metropolitan University. With over 15 years in the industry, Shirra is an impactful thought-leader, entrepreneur and innovator in experiential marketing, co-founding her first company BlazinStar Experiential back in 2003.

Includes bibliographical references and index.

An experiential revolution: the accelerating transformation of business and marketing -- What is experiential marketing? -- A whole new world : millennials, brand experiences and social media -- The experience economy is here -- Concept stores, the future of retail and pop-ups -- Digital experiences, artificial intelligence in marketing and merged realities -- The better creative model : how to create unique experiential marketing ideas -- Set message : an activation framework for your experiential marketing strategy -- Situation and background : exploring the business context for experiential marketing -- Experiential objectives : how to creatively define and set your goals -- Target audience : gathering holistic insights and understanding of your customers -- Message : key communication of your brand message using experiential marketing -- Experiential strategy: how to develop live brand experience strategies and frameworks -- Selected locations and brand ambassadors for your experiential marketing strategy -- Systems and mechanisms for measurement for experiential marketing planning -- Action : how to deliver and project manage live brand experiences -- Gauging effectiveness : creating a real-world test-and-learn approach for experiential marketing environments -- Evaluation : interpreting and monitoring tangible results from experiential marketing : an integrated approach is the way forward -- Conclusion: planning for the future of experiential marketing -- Index.

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