Experience the message : how experiential marketing is changing the brand world / Max Lenderman

Livre

Lenderman, Max. Auteur

Edité par Carroll & Graf Publishers. New York, N.Y. - 2006 - 1st ed.

Experience the Message is an exciting guide to today's revolution in marketing that challenges long-held beliefs about how products are introduced and sustained on the consumer's highly cluttered radar screen. This book reveals how today's companies can use credible voices and sensory experiences to bring the brand; its essence and its benefits; to life, how a company stimulates interaction between the brand and consumers in meaningful locations, creating a positive and memorable association in places and at times where the consumer is most receptive to learning or interacting with a product or brand

Introduction: Making Friends with Brands. Advertising Shell Shock?. The Pauper King. Enter Experiential Marketing. Experience as Benefit; Benefit as Transformation. Experiential Humanism. Causal XM. "American" Altruism. Little Things That Help. Getting Individualized. Getting Personal. Checking In. Knowledge Is Power. People Matter. One on One with Influentials. Redefining Samplers. Closing the Loop on CRM. To Be a Guerrilla. Support of the People. Secret Agents of Capitalism. What's a Roach Marketer?. Buzzing Teens. Inauthentic Buzz. Ethical Dead Ends. Subviral Marketing. Buzzworthy Buzz. Reputation Networks. A New Test Drive Experience. The Ultimate Test Drive. The Main Event. Engaging and Memorable. True Engagements Are Memories of a Lifetime. Engagement and Evangelism. Brand Evangelists. The Demo Is Gone. The Quiet Revolution. The Prosumer and Cocreation. Marketing Cocreation. Product Placement: A Flawed Panacea?. Branding the Game. Context Is When and Where. Context Is the Experience. The Advergame. Making It Real. Call of the Mall. Pop-up Retail. Death of Thirty Seconds?. Measurable Interaction. Conversational Media. Thumb Nation. The Flash Mob. Enhancing the Personal Experience. The Mark of the Brand. Kinetic Theater. Letting Go of the Brand. Get Them with Experience. The Brand as Experience; the Experience as Brand.

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