Experiential Marketing Made Easy
The recently published "Experiential Marketing" by Shaz Smilansky is an excellent overview of how experiential is poised for explosive growth as one of the most effective arrows in the brand marketer’s quiver. The book is available at a number of outlets including Amazon. It is a concise read, yet packed with information useful to newcomers as well as those well-versed in experiential.
Smilansky is co-founder of the London-based experiential agency Blazinstar and has spent her career providing clients with interactive experiences. Her book outlines the strategies and tactics necessary to successfully create and execute an interactive campaign.
Chapters include information on setting objectives, determining strategies and bringing the message (and the brand) to life. In what I think are the most important chapters of the book, she details how to measure and evaluate results for the best possible ROI. It is generally agreed that experiential provides faster ROI than traditional forms of promotion, and Smilansky details the steps necessary to achieve this goal.
“Experiential Marketing” is a compendium of worthwhile information that should be found, dog-eared and well worn, on the shelves of many a brand marketer looking for a proven method to more fully connect brands with consumers. Smilansky is to be commended for this approachable guide.