Experience the Message - by Max Lenderman (Paperback)

About the Book

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 readersconsumers "and" marketers the essential knowledge they need to charge to the front of the global marketing movement.
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Book Synopsis

Experience the Message is an exciting guide to today's revolution in marketing that challenges long-held beliefs about how products are introduced and sustained on the consumer's highly cluttered radar screen. This book reveals how today's companies can use credible voices and sensory experiences to bring the brand -- its essence and its benefits -- to life, how a company stimulates interaction between the brand and consumers in meaningful locations, creating a positive and memorable association in places and at times where the consumer is most receptive to learning or interacting with a product or brand.

About the Author

Max Lenderman is Creative Director of GMR Marketing, one of America's top sales promotion agencies. He has led successful experiential marketing campaigns for Tommy Hilfiger, Procter & Gamble, Unilever, The Bay, Alliance Atlantis, Absolut, DaimlerChrysler, and NASCAR Canada. Lenderman is a founding member of the International Experiential Marketing Association (IXMA), and writes frequently on marketing and business-related issues for Strategy magazine, and in his blog www.experiencethemessage.com. He lives in Chicago.