Experiential marketing : a practical guide to interactive brand experiences (engelsk)

PART ONE - AN EXPERIENTIAL REVOLUTION: THE ACCELERATING TRANSFORMATION OF BUSINESS AND MARKETING 01: What is experiential marketing?; 02: A whole new World: millennials, brand experiences and social media; 03: The experience economy is here; 04: Concepts stores, the future of retail and pop-ups; 05: Digital experiences, artificial intelligence in marketing and merges realities; 06: The Better creative model: how to create unique experiential marketing ideas; PART TWO - SET MESSAGE: AN ACTIVATION FRAMEWORK FOR YOUR EXPERIENTIAL MARKETING STRATEGY 07: Situation and background: exploring the business context for experiential marketing; 08: Experiential objectives: how to creatively define and set your goals; 09: Target audience: gathering holistic insights and understanding of your customers; 10: Message: Key communication of your brand message using experiential marketing; 11: Experiential strategy: how to develop live brand experience strategies and frameworks; 12: Selected locations and brand ambassadors for your experiential marketing strategy; 13: Systems and mechanisms for measurement for experiential marketing planning; 14: Action: how to deliver and project manage live brand experiences; 15: Gauging effectiveness: creating a real-world-test-and-learn approach for experiential marketing environments; 16: Evaluation: interpreting and monitoring tangible results from experiential marketing; 17: Conclusion: planning for the future of experiential marketing