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Experiential Marketing : Secrets, Strategies, and Success Stories from the World's Greatest Brands
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A seismic shift in how brands market to customers is taking form, as marketers realize that the traditional marketing mix used for the last century is broken. Upwards of 88 percent of consumers now skip television commercials. With 80 million cars equipped with satellite radio, radio spots aren’t reaching who they used to reach. Consumers can now activate pop-up blockers on web browsers, cutting clicks on banner ads by as much as 80 percent. Direct mail, outdoor ads, promotion marketing, all of it is either being tuned out or ignored by consumers.
The era of mass-media advertising-driven marketing is coming to an end as a new form of marketing takes control of Fortune 100 brands. Experiential marketing is the use of live events to create face-to-face connections with customers. Spending on experiential marketing has been estimated to be in the range of $150 billion globally, increasing by double digits each year while spending on all other marketing channels decreases. Companies that have transitioned to experiential marketing have generated billions in sales, increased reach and generated customers who buy faster and buy forever.
It is a global phenomenon. And it is the future of branding. Experiential marketing has officially become the fastest-growing form of marketing in the world as companies such as Coke, Samsung, Unilever and American Express close the door on ineffective advertising-anchored marketing and open a new chapter of marketing—as experiential brands.