Enhanced descriptions from Syndetics:

At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention?

Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable.

Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE).

Experiential Marketing faces new challenges in a post-Covid era - this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere.

Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University, Ireland.

Pio Fenton is Head of Department of Marketing and International Business at Munster Technologicla University, Ireland.

Holly Barry is a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland.

Table of contents provided by Syndetics

• List of Figures and Tables (p. ix)
• About the Authors (p. xi)
• Online Resources (p. xii)
• Acknowledgements (p. xiii)
• 1 The Experiential Marketing Environment (p. 1)
• Chapter Overview (p. 1)
• Context: Where are we? (p. 2)
• Covid-19 and its Implications (p. 4)
• Experiential Marketing in a Post-Pandemic World (p. 6)
• Objectives of the Book (p. 7)
• Book Structure (p. 8)
• References and Further Reading (p. 10)
• 2 Origins of Experiential Marketing (p. 11)
• Chapter Overview (p. 11)
• Evolution of Experiential Marketing (p. 11)
• 1960s to the Present Day (p. 12)
• The Consumer: Morphing from Rational to Emotional and the Need for 'More' (p. 16)
• Experiential vs Entertainment Economy: Unleashing More Value within Consumption Behaviour (p. 18)
• Experience and Experiential Marketing: Introducing Components and Key Theories (p. 20)
• Experiential Marketing (p. 24)
• Conclusion and Summary (p. 25)
• Main Takeaways from Chapter 2 (p. 26)
• Concluding Questions (p. 27)
• References and Further Reading (p. 27)
• 3 The Experiential Concept (p. 29)
• Chapter Overview (p. 29)
• What Do We Mean by Experience? (p. 30)
• Experiential Marketing... What Does it Really Mean? (p. 34)
• The Performance Perspective of Experiential Marketing (p. 37)
• The Emotions/Senses Perspective of Experiential Marketing (p. 38)
• The Experiential 'Add' to Marketing (p. 40)
• Experiential Value (p. 42)
• Conclusion and Summary (p. 46)
• Main Takeaways from Chapter 3 (p. 47)
• Concluding Questions (p. 47)
• References and Further Reading (p. 48)
• 4 Experiences and Relationship Marketing (p. 54)
• Chapter Overview (p. 54)
• The Relationship Marketing Concept (p. 55)
• Business-to-Business Marketing Relationships (p. 57)
• Engagements and Interactions for Relationship Development (p. 58)
• Consumer-Brand Relationships (p. 62)
• Brand Relationships and Marketplace Cultures (p. 66)
• Experiential Marketing in Building Consumer-Brand Relationships (p. 71)
• Conclusion and Summary (p. 72)
• Main Takeaways from Chapter 4 (p. 73)
• Concluding Questions (p. 74)
• References and Further Reading (p. 75)
• 5 Brand Management and Experiential Marketing (p. 77)
• Chapter Overview (p. 77)
• The Role of Experiential Marketing in Managing a Brand (p. 78)
• How to Design Experiences that Connect with More Traditional Brand Management and Communication Strategies (p. 86)
• The Importance of Memory Structures and Recall when Implementing Experiential Marketing (p. 90)
• Building Brand Equity through Experiential Marketing (p. 93)
• Conclusion and Summary (p. 95)
• Main Takeaways from Chapter 5 (p. 95)
• Concluding Questions (p. 96)
• References and Further Reading (p. 96)
• 6 Experiential Marketing and Digital Marketing (p. 98)
• Chapter Overview (p. 98)
• Viral Marketing and Word-of-Mouth Marketing (p. 99)
• Digital Experience: Bringing Consumers to Experiences in New Ways (p. 103)
• Social Media and Strategic Amplification (p. 106)
• Critical Success Factors of the Amplification Strategy (p. 107)
• Conclusion and Summary (p. 109)
• Main Takeaways from Chapter 6 (p. 110)
• Concluding Questions (p. 110)
• References and Further Reading (p. 110)
• 7 Experiential Marketing Implementation Model (p. 115)
• Chapter Overview (p. 115)
• The Experiential Marketing Implementation Model (p. 116)
• Step 1 Customer Segmentation (p. 118)
• Step 2 Setting the Campaign Objectives (p. 119)
• Step 3 Setting the Campaign KPIs (p. 121)
• Step 4 Allocating the Campaign Budget (p. 123)
• Step 5 Setting the Timeline and Amplification Strategy (p. 123)
• Step 6 Calculating and Evaluating Return on Integrated Experience (p. 126)
• Conclusion and Summary (p. 128)
• Main Takeaways from Chapter 7 (p. 128)
• Concluding Questions (p. 129)
• References and Further Reading (p. 129)
• 8 Integrating Experiential Marketing with the Communications Strategy (p. 131)
• Chapter Overview (p. 131)
• Integrating Experiential Marketing with Traditional Marketing (p. 132)
• Utilising Experiential Marketing Outside the Plan (p. 135)
• Integrated Marketing Communications Framework (p. 135)
• Measuring an Integrated Approach (p. 139)
• Conclusion and Summary (p. 140)
• Main Takeaways from Chapter 8 (p. 141)
• Concluding Questions (p. 141)
• References and Further Reading (p. 142)
• 9 Budgeting for Experiential Marketing (p. 143)
• Chapter Overview (p. 143)
• Methods of Allocating Budgetary Funds to Marketing (p. 143)
• Budgeting for an Integrated Marketing Campaign (p. 147)
• Breakdown of the Budget Allocation to Experiential Marketing (p. 149)
• Justifying the Experiential Marketing Budget Allocation (p. 150)
• Conclusion and Summary (p. 151)
• Main Takeaways for Chapter 9 (p. 151)
• Concluding Questions (p. 152)
• References and Further Reading (p. 152)
• 10 Measuring the Return of Experiential Marketing (p. 155)
• Chapter Overview (p. 155)
• Background and Context (p. 156)
• Measuring the Return on Experience (p. 157)
• Return on Integrated Experience (p. 161)
• Conclusion and Summary (p. 173)
• Main Takeaways from Chapter 10 (p. 174)
• Concluding Questions (p. 174)
• References and Further Reading (p. 175)
• 11 Critical Success Factors for Experiential Marketing (p. 177)
• Chapter Overview (p. 177)
• Case Study: Race and Taste Festival (p. 177)
• Critical Factors to the Success of Barry Group and Race and Taste Collaboration (p. 183)
• Conclusion and Summary (p. 187)
• Main Takeaways for Chapter 11 (p. 187)
• Concluding Questions (p. 188)
• References and Further Reading (p. 188)
• 12 Experiential Marketing for the 21st Century (p. 191)
• Chapter Overview (p. 191)
• The Changing Global Landscape (p. 191)
• Planning for Experiential Marketing: An Overview of Key Concepts (p. 192)
• Deployment and Management of Experiential Marketing (p. 197)
• Evaluation of Experiential Marketing (p. 199)
• The Future of Experiential Marketing (p. 200)
• Academic Considerations (p. 202)
• Conclusion and Summary (p. 203)
• Main Takeaways from Chapter 12 (p. 203)
• Conducting Questions (p. 203)
• References and Further Reading (p. 204)
• Index (p. 205)

Author notes provided by Syndetics