Experiential Marketing: A Practical Guide to Interactive Brand Experiences1. 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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Experiential Marketing: A Practical Guide to Interactive Brand Experiences Shaz Smilansky Limited preview - 2009 |
Common terms and phrases
achieve activity advertising adverts amplification channels analysis approach aspirational lifestyle big idea Brand ambassadors brand experience campaign brand experience channel brand messages Brand personality brand values brand-relevant budget client concept consumers core cost create creative critical path analysis customer experience management Drive word-of-mouth Emotional connection engaging ensure environment Evaluation event managers example experiential agency experiential campaign experiential marketing agency experiential marketing campaign Experiential objectives Experiential strategy Exponential element field marketing footfall Gantt chart implemented important in-house inspired invited Jack Morton Jack Morton Worldwide key communication live brand experience locations look LROI marketing communications channels mechanisms for measurement media agency multi-sensory number of interactions organization outsource participants positive PR agency programme relationship relevant sales promotion SET MESSAGE plan staff stage successful Systems and mechanisms Target audience three key attributes traditional Two-way interaction word-of-mouth reach yummy mummies