As customers take control over what, when, why, and how they buy
products and services, brands are facing the complete breakdown and
utter failure of passive marketing strategies designed more than a
half-century ago. To connect with a changing generation of customers,
companies must embrace and deploy a new marketing mix, driven by a more
effective discipline: experiences.

Experiential marketing,
the use of live, face-to-face engagements to connect with audiences,
create relationships, and drive brand affinity, has become the
fastest-growing form of marketing in the world as the very companies
that built their brands on the old Madison Avenue approach--including
Coca-Cola, Nike, Microsoft, American Express, and others--forge the next
chapter of marketing as experiential brands.

Using hundreds of
case studies, exclusive research, and interviews with more than 150
global brands spanning a decade, experiential marketing experts Kerry
Smith and Dan Hanover present the most in-depth book ever written on how
companies are using experiences as the anchors of reinvented marketing
mixes.

The authors provide unprecedented access to the specific
experiential strategies and blueprints used by the world's most powerful
brands, many of which are using experiential marketing to generate
their biggest customer reach, sales lifts, and marketing ROI ever.

You'll learn:
The history and fundamental principles of experiential marketingHow top brands have reset marketing mixes as experience-driven portfoliosThe anatomy of a brand experienceThe psychology of engagement and experience designThe 10 habits of highly experiential brandsHow to measure the impact of experiential marketingHow to combine digital and social media in an experiential strategyThe experiential marketing vocabularyHow to begin converting to experiential marketing Experiential Marketing
is an action-packed manifesto every CMO, marketer, agency executive,
professor, and branding practitioner will use as their default playbook
for the future. Learn how to increase reach and expand your customer
base. Uncover how the best brands are creating face-to-face customer
connections. Get keen insights on deploying a new, more effective
marketing strategy. And sidestep the decline of traditional mass media
advertising.

Businesses need to reinvent how they market in
today's consumer-controlled economy--and Smith and Hanover deliver an
informative, exciting and eye-opening roadmap for putting brands on the
winning path.