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What’s Brand Experiences
Today’s digital world has marketers fighting to break through the noise and sales teams are struggling to bring some excitement and energy into their customer meetings. Many marketers today still rely on old status quo tactics that yield little to no ROI (and they probably aren’t tracking ROI either) because they are doing what their company has always done. Their marketing is stuck in a rut.
Here’s something to think about: would you rather go to a concert and experience the sounds, smells and connection to the entertainer, or would you rather just see a text or a video about the concert from your friends? Your customers answer that question the same way most people do: they want to experience the concert themselves; not live it through someone else and forget about it tomorrow or even earlier.
It has never been more important for brands to provide consumers with engaging, emotionally stimulating experiences to build their brand — and science proves that experiential marketing holds the ticket to achieving this goal.
In his book, Brand Experiences: Building Connections in a Digitally Cluttered World, award-winning experiential marketing expert Steve Randazzo uses his 30 years of experience to explain why and how — today more than ever — companies need to educate, engage, and inspire their target audiences through experiential marketing. Your customers are open to being educated if you do it in a fun and memorable way and you are not acting like a snake oil salesperson. When you show up at the right time, in the right place, and when your prospect is open to being engaged by a brand, great things can and do happen. If done correctly, your audience won’t even know they are being marketed to.
Steve Randazzo has included stories on big brands and small ones, which is customary for the experiential marketing industry. Many of the examples included are of the recognizable brands he has partnered with over the years and some are great examples that he has researched and shared. The book is an easy read as it is written in an authentic Midwestern voice and is packed with lots of ideas and takeaways.
So if you find yourself in one or more of these situations:
- You are finding it difficult to stand out in a cluttered marketplace
- You have a product or service that needs awareness
- You have a product or service that is difficult to initially understand or see its value
- Your brand is stuck in the proverbial marketing rut
Brand Experiences is the perfect book for you.
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