The immersive brand experience is revolutionizing brand engagement. Experiential Marketing, 2nd edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategies to a powerful new level. This book emphasizes that experiential marketing is not just about creating a live event. A unique, immersive experience allows businesses to generate a surge of brand engagement, amplified immediately by a niche target of consumers through live content sharing and social media streams.
This comprehensive 2nd edition of Experiential Marketing pinpoints exactly where this innovative strategy fits in with the current marketing and events climate, including a step-by-step outline to plan, integrate and evaluate its game-changing results. The completely refreshed new edition analyzes the latest industry advances and case studies, including four new chapters on the digital experience and merged realities, plus the experience economy and creative explosion of the 'Pop-Up' phenomenon. Accompanied with a digital toolkit of additional resources, this book is essential reading for marketing, business, media and events professionals alike, alongside strategic decision makers seeking competitive advantage in a vibrant new era of marketing strategy.