Experiential marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategies to a powerful new level. Experiential marketing in automotive industry grin. When it comes to expanding awareness and engagement in your business, nothing matches a wellcrafted experiential marketing campaign. Director and founder of experiential marketing agency blazinstar marketing, shaz smilansky implores her readers to embrace a new form of. Experiential marketing campaigns are geared around live brand experiences. A practical guide to interactive brand experiences shaz smilansky consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their tv shows and generally getting in the way. In this post, i suggested that you can solve the experiential marketing dilemma by developing companion experiences that empower customers to participate in a waterdowned, safe version of the outrageous event. Useful resources smilansky, shaz 2009 experiential marketing. A practical guide to interactive brand experiences shaz smilansky on. The experiential marketing summit might be a wrap, but, along with conference swag, we packed away a suitcases worth of takeaways for event marketers of all kinds the conference, which took place may 35 in chicagos mccormick place, gathered hundreds of the top minds in experiential events and marketing, representing companies such as twitter, adobe and ibm, among others. Ebook services marketing interactive approach as pdf. Consumers are constantly inundated with repetitive traditional advertising messages, bombarding their lives, interrupting their tv shows and generally getting in the way. Marketing book list that will inspire experiential.
She provides fresh, engaging live content concepts for advertising creative and throughtheline campaigns. Nov, 2016 3 books about experiential marketing you should read 1. Be prepared to adapt to changes in planning, while never losing sight of the fun element both for you and the people you invite to the event. Researchers often watch the behaviour of people without those people knowing it. That said, we find that our best work comes from getting in the trenches with our clients to develop the big idea, one that can travel in culture and touch audiences emotionally, provoking them to. Experiential marketing meaning, tips, firms, and examples. Shaz smilansky the immersive brand experience is revolutionizing brand engagement. She is the cofounder of an ma degree experiential meets digital and former visiting professor at london metropolitan university. Shirra smilansky is ceo and executive creative director of electrify worldwide ltd, an international brand engagement agency working with clients such as loreal luxe, carling, selfridges, harvey nichols, lancome and yves saint laurent. We are an experiential marketing and production agency that helps. Finally, a book on experiential marketing for actual marketers. Blazinstar has been running for six years, providing highend, facetoface campaigns for clients such as nestle, o2, calvin klein, mastercard, nectar card, and many more.
Event marketing strategies are critical to experiential marketing, so if youre seeking event marketing agencies to help with your experiential marketing, call us today. Nov 02, 2016 experiential marketing is a blanket term that covers everything from handing out hotdogs at a car dealership to projection mapping video games on a water fall. This book recommends that the big idea for the experiential marketing campaign is based on a twoway interaction between the consumer and the brand. Its a channel where creativity abounds, providing personal and memorable experiences for consumers. Compared to mass media marketing campaigns, experiential events have taken the communication aspect to a. Which are the bests three books on experiential marketing.
Shaz smilansky is director and founder of the ukbased experiential marketing agency blazinstar marketing. Next, we create a plan to activate their brand experience, encourage consumers to share those experiences via social media, and analyze the success of the program. You have written your own book, experiential marketing. The immersive brand experience is revolutionizing brand engagement. Experiential marketing can bring your brand or business to life. She provides fresh, engaging live content concepts for advertising. Thats why weve gathered a list of some of our favorite experiential marketing examples, including our own work, and some of the awesome activations that have inspired us along the way. Consumers are constantly inundated with repetitive traditional adve. Chad wallace curator of brand experiences experiential. Everyday low prices and free delivery on eligible orders. A practical guide to interactive brand experiences2009 by shaz smilansky. Together they founded blazinstar over six years ago and currently run the agency in farringdona creative mecca in the city.
Experiential marketing is a big step up from simply offering product samples for thousands of years, sellers of goods and services have understood the most important step in the process of getting someone to make a purchase is to first get them involved with what is being sold. But while great things can come from experiential marketing, its experimental nature can have unintended results. Consumers are tired of boring, and traditional marketing methods. Shirra smilansky is ceo and executive creative director of electrify. Does experiential marketing affect the behavior of luxury. That comes in many forms, from brand identity to experiential campaigns to content creation and social media strategy. A specialist experiential, and integrated heavyweight creative, regularly working with leading agencies as an experiential marketing creative director, to develop ideas and pitches that explore how brand experiences can sit centrally in the integrated marcomms planning process. Curator of brand experiences experiential marketing partners december 2015 present 3 years 11 months. Augmented reality is a great technology to do this, because it seamlessly blends digital information with the physical world of. Augmented reality can solve the experiential marketing dilemma.
Responding to the publics desires, experiential marketers do not sell mere products. Blazinstar provides highend, facetoface campaigns for clients such as nestle, o2, calvin klein, mastercard, and many more. Shaz resides in london, england, with her longterm partner marvin foster. This marketing book is a good reminder that when it comes to creating a strong brand experience, considering the human characteristics of that brand can be very helpful. Secrets, strategies, and success stories from the worlds greatest brands. Feb 03, 2009 shaz smilansky is director and founder of experiential marketing agency, blazinstar marketing.
How experiential marketing is changing the brand world 2006 by max lenderman. Shaz smilansky is cofounder and director of the awardwinning experiential. What they want are products, communications, and marketing campaigns that arouse the senses, touch their hearts, and stimulate their minds. In the process of putting some things, away, i looked through a book marketing masters. In this section well look at experiential marketing, experiential events, and other brand marketing events, including. Experiential marketing, second edition, cuts through the jargon with clear practical guidelines on how to. Purpose of observation is to note how people really react in situations survey. See more ideas about management, business management and strategic planning. The perspective on the rise and fall of the different channels of the marketing mix is well doneand the section reasoning that the installation of modern cmos essentially triggered the demise of advertising is refreshing and interesting. Shaz smilansky integrate immersive brand experiences into your marketing strategies and amplify engagement using the cuttingedge techniques put forward in this expert guide. Shirra is also the first uk author to have written a book on experiential marketing, her book titled experiential marketing, a practical guide to interactive brand experiences 2nd edition, was recently updated and rewritten for its 10 year anniversary, and sells in all major booksellers across international markets. But experiential marketing benefits small and mediumsized companies just as much as those with multimillion dollar marketing budgets. This book emphasizes that experiential marketing is not just about creating a live event. Experiential marketing in automotive industry publish your.
The reach is much broader than experiential marketing as either very or somewhat important. What are some of the benefits of implementing a sound experiential marketing strategy 1. Discover delightful childrens books with prime book box, a subscription that delivers new books every 1, 2. Experiential marketing has for goal to create emotions to the customer that lead to enjoy an experience for the consumer and affect his attitude and behavior. The constant barrage of new platforms, channels and ways to engage with customers means that marketers have to stay on top of the latest practices if they want to be successful. Experiential marketing examples our favorite works and. This book demonstrates how experiential marketing fits in with the current marketing climate and how to go about planning, activating and evaluating it for. In the past 20 years, it has become apparent that consumers are now desensitised to the traditional methods of who can shout the loudest marketing, instead requiring brands to reach out and give back smilansky, 2009 in some way to the customer. Consumers now take functional quality and a positive brand image as a given, says bernd schmitt. Augmented reality enables everyday customers to safely participate in outrageous experiences, rather than just watch hardcore athletes doing it. With over 15 years in the industry, shirra smilansky is an impactful thoughtleader, entrepreneur, and innovator in experiential marketing cofounding her first company blazinstar experiential back in 2003, with clients such as nestle, o2, calvin klein, mastercard and nectar card.
View shirra smilanskys profile on linkedin, the worlds largest professional community. A practical guide to interactive brand experiences 2 by shirra smilansky isbn. By giving consumers opportunities to meet people in their own community who care about their needs and want to serve them, you show the human side of your. This book demonstrates how experiential marketing fits in with the current marketing climate, and how to go about planning, activating and evaluating it for best results. Integrate immersive brand experiences into your marketing strategies and. Shaz has a combination of inquisitive intellect, creative flare and infectious. Experiential marketing is this new way by making the customers living an experience through the creation of emotions. Six solid marketing ideas from those who do it best. Ebook services marketing interactive approach as pdf download. Experiential marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing. Mar 10, 2009 experiential marketing is made up of live brand experiences two way communications between consumers and brands, which are designed to bring brand personalities to life. A practical guide to interactive brand experiences 1 by shaz smilansky isbn.
Experiential marketing is made up of live brand experiences two way communications between consumers and brands, which are designed to bring brand personalities to life. Experiential marketing also known as event marketing or live marketing allows a business to put a personal touch on what may appear to consumers to be a faceless and unapproachable entity. Shaz is visiting professor at london metropolitan university, where she helped to develop the ma degree experiential meets digital. How to get customers to sense, feel, think, act, relate hardcover august 16, 1999, by bernd h. Studies conducted by the event marketing institute illustrate that 93 percent of consumers believe that experiential marketing events are more effective than mass media ads 1. Oct 17, 2016 however, hidden in this silly game is the key to solving the experiential marketing dilemma. Shaz smilansky is cofounder and director of the awardwinning experiential marketing agency blazinstar experiential. Experiential marketing is a blanket term that covers everything from handing out hotdogs at a car dealership to projection mapping video games on a water fall. The first book on experiential marketing written by a uk author is written by the ceo of electrify, shaz smilansky, who started and ran blazinstar experiential for eight years before leaving it to start electrify. Check out the previous list of marketing books at best marketing books to give as gifts.
Mar 01, 2009 shaz smilansky is director and founder of the ukbased experiential marketing agency blazinstar marketing. If you read through the case studies on any experiential marketing agencys website, youre likely to find plenty of examples of large companies using event marketing to their advantage. A practical guide to interactive brand experiences. This is essential reading for both advertising and marketing practitioners, and marketing students. As such, creating a winning experiential marketing strategy is often a big challenge. Marketing book list that will inspire experiential marketers. Hamish millar, marketing manager, pernod ricard uk in presenting experiential marketing as a methodology, rather than a channel, smilansky offers advice and insights relevant to b2c and b2b businesses of. Event marketing strategies experiential marketing event. Experiential marketing in automotive industry college the hague university grade 9 author anna adilova author year 2016 pages catalog number v353627 isbn ebook 97836684924 isbn book 97836684931 file size 596 kb language english tags.
If you love case studies, this experiential marketing book is markedly for you. Experiential marketing in automotive industry publish. I work as the exec creative director, defining experiential strategies and creating. Experiential marketing, a practical guide to interactive brand. This book demonstrates how experiential marketing fits in with the current marketing. Unlike other types of customeroutreach efforts, experiential marketing can achieve numerous objectives at the same time boosting brand awareness, engaging current and prospective customers, spurring greater product demand and strengthening a. A very clearly written and inspiring guide, demonstrating a unique approach to integrated experiential marketing that carefully explains the methodology in a concise and effective manner. Shaz smilansky, chief executive and creative director of agency electrify. Experiential marketing by its very nature is fast paced, often unpredictable and never the same thing twice. Generate brand awareness in an authentic way with experiential marketing.
That said, we find that our best work comes from getting in the trenches with our clients to develop the big idea, one that can travel in culture and touch audiences emotionally, provoking them to take action. Shaz smilansky is director and founder of experiential marketing agency. Wharton marketing professor jonah berger has spent the last ten years studying why certain products and ideas become popular. Secrets, strategies, and success stories from the worlds greatest brands by kerry smith and dan hanover 2016 this book is for marketers still torn between outdated. What are some of the benefits of implementing a sound experiential marketing strategy. This concept of envisioning the audience members as individuals vs. Aug 31, 2016 this marketing book is a good reminder that when it comes to creating a strong brand experience, considering the human characteristics of that brand can be very helpful.
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