Experience the Message
Basic Books, 04.03.2009 - 336 Seiten
Consumers -- exposed to roughly four thousand marketing messages a day -- are no longer willing to be part of a passive consumer base, subject to conventional advertising and marketing. Rather, they are joining a growing tribe of brand atheists who don't want to be targeted by impersonal messages. They want dialogue, which marketers give to them through experiences with brands that are personally relevant, memorable, and meaningful.
This is the context for Max Lenderman's experiential marketing (XM) revolution. Lenderman explains who the new cutting-edge marketers are, how they think and operate, and why they matter in today's shifting brand world. He reveals how companies can interact with consumers in meaningful ways and what consumers should expect from companies that want their attention and loyalty.
Max has led successful experiential campaigns for Fortune 500 companies and smaller businesses. Here, he unveils groundbreaking case studies and discusses the latest trends in experiential marketing-buzz, sub-viral marketing, roach marketing, text marketing, flash mobs, pop-up retail, advergaming, retailainment, and causal marketing. "Experience the Message" gives its readers--consumers "and" marketers the essential knowledge they need to charge to the front of the global marketing movement.
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Review: Experience the MessageNutzerbericht - Goodreads
If you accept Lenderman's basic premises, that mass market advertising is dead (or at least, dying) and companies who try to maintain a 'command-and-control' hold on their brands via traditional one ...
Review: Experience the Message: How Experiential Marketing Is Changing the Brand WorldNutzerbericht - Clayton Weir - Goodreads
Great collection of case studies, ideas and best practices from the world of experential marketing. I think that even though the digital space is where the buzz is at the moment we can all learn ... Vollständige Rezension lesen
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