Experiential Marketing

ABOUT THE AUTHORS In 2002, Kerry Smith (right) and Dan Hanover launched what would become the largest network of experiential marketing content in the world—a portfolio that includes Event Marketer Magazine, the Experiential Marketing Summit, the Ex Awards, and the Event Marketing Institute. They are considered the world's foremost experts on experiential marketing—where it came from, how it's grown, why companies are using it and, what the future of marketing looks like. They have trained marketing teams at such companies as Procter & Gamble, Oracle, Mercedes, Cisco, Intel, IBM, Microsoft, Pepsi, Anheuser-Busch, Best Buy, Toyota, R.J. Reynolds, and many others. KERRYSMITH learned about the evolution of marketing from the inside out, first as an advertising agency executive in New York City and then as a media entrepreneur who launched three marketing magazines and eight marketing conferences over three decades. DAN HANOVER has led editorial teams at some of the most respected media companies in the world and is considered a trusted resource across the advertising industry, promotion category, retail sector, licensing arena, entertainment category, and experiential marketing industry.

• Before We Begin ixChapter 1 The Rise of the Experience 1The Experience R/Evolution 3Recalibrating the Marketing Mix 7The New Branding Frontier 14Reference 15Chapter 2 The Psychology of Engagement 17The Science Behind Relationships 19Learning Drives Understanding 24References 24Chapter 3 Developing an Experiential Strategy 25Connection 26Control 34Content 42Currency 49Conversion 55Strategy First 62Chapter 4 Anatomy of an Experiential Marketing Campaign 63Remarkable 63Shareable 67Memorable 73Measurable 75Relatable 77Personal 81Targetable 83Connectable 85Flexible 88Engageable 91Believable 95Reference 98Chapter 5 Digital Plus Live 99Creating a Wired Experience 100Connecting Online and Off 115Chapter 6 Experience Design 117Creating Living Stories 118Building an Experience 120Bringing Brands to Life 131Chapter 7 Proving Performance and Measurement 133Metrics That Matter 137Building Your Performance Plan 141The Power of Touch 144Brands Making Headway 147The Next Phase 149Practice Measurement Discipline 150References 153Chapter 8 The 10 Habits of Highly Experiential Brands 155The DNA of Experiences 156Embracing Experiential 171Chapter 9 The Vocabulary of Experiences 173New Marketing Features, Functions, and Terms 174Chapter 10 Converting to an Experience Brand 187Step 1. Identify Your Fronts 187Step 2. Find and Align Partners 188Step 3. Select the Right Agency 189Step 4. Fix Your RFP Process 190Step 5. Beef Up Your Internal Teams 193Step 6. Create Value 193Step 7. Improve Lower-Funnel Results 194Reference 195Acknowledgments 197About the Authors 199Index 201

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