At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention? Enter, experiential marketing. Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable. Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE). Experiential Marketing faces new challenges in a post-Covid era - this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere. Suitable for marketing courses as well as modules dedicated to experiential marketing, branding and advertising.

Book Information
ISBN 9781529742190
Author Rose Leahy
Format Hardback
Page Count 272
Imprint SAGE Publications Ltd
Publisher SAGE Publications Ltd
Weight(grams) 170g