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 readers—consumers and marketers the essential knowledge they need to charge to the front of the global marketing movement.
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Editorial Reviews
From Publishers Weekly
In the naïve past, advertising's goal was to place its product in front of as many consumers as possible. Lenderman's uneven book presents the new paradigm: experiential marketing (XM), a corporate form of viral marketing that connects the consumer and product in unique one-on-one situations that engage them with the brand in positive-and what the author terms "authentic"-ways. Through eight chapters that expound on Lenderman's (and others') 2004 IXMA Manifesto (International Experiential Marketing Association), the Creative Director of GMR Marketing provides scores of examples of XM's revolutionary approaches to marketing, many of which are employed by big name companies from Proctor and Gamble to Disney to leading car companies. Instead of the car company logo hanging over the concert stage, how about having new models outside where consumers can get in and breathe in that new car smell? While the book's train of argument wanders as it goes from one campaign to the next, the XM approach is fervently presented as the absolute antidote for dispassionate consumers. Companies looking for new and sophisticated ways to grow and connect their brand with consumers will find this book helpful, as several of its ideas can be adapted and implemented with little capital outlay.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
Review
A book you should have in your library if you're serious about navigating the new marketing world. -- David Polinchock, Brand Experience Lab
An uncommon marketing book.... Besides being a substantive contribution to marketing literature, Experience the Message is a damn good read. -- David Wolfe, Ageless Marketing
Max is one of the sharpest minds operating in experiential mediums today.... He is someone to watch closely. -- Erik Hauser, CD/Founder Swivel Media
Seminal in our understanding of how the world of marketing is radically changing and how to successfully make that transition. -- Karl Moore, columnist for Marketing Magazine --This text refers to an out of print or unavailable edition of this title.
An uncommon marketing book.... Besides being a substantive contribution to marketing literature, Experience the Message is a damn good read. -- David Wolfe, Ageless Marketing
Max is one of the sharpest minds operating in experiential mediums today.... He is someone to watch closely. -- Erik Hauser, CD/Founder Swivel Media
Seminal in our understanding of how the world of marketing is radically changing and how to successfully make that transition. -- Karl Moore, columnist for Marketing Magazine --This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
4.0 out of 5 stars
A Good Read,
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Amazon Verified Purchase(What's this?)
This review is from: Experience the Message: How Experiential Marketing Is Changing the Brand World (Hardcover)
Max Lenderman does a good job of illustating the sea change that is taking in the advertising world. His knowledge of the principles of The Experience Economy are sound and he uses them effectively to make his case.
3 of 4 people found the following review helpful:
3.0 out of 5 stars
Some good points, too repetitive,
By
This review is from: Experience the Message: How Experiential Marketing Is Changing the Brand World (Hardcover)
Overall, this is a decent book that makes some great points. The book, however, is extremely repetitive and can become tedious at times as the author cites the same examples and ideas over and over (how many Tivo owners skip the commercials?).
To put it another way, this book would be perfect if it were about 100 pages shorter. Another book that covers much of the same material without the repetition is Brand Hijack. I recommend reading that one instead.
3 of 4 people found the following review helpful:
5.0 out of 5 stars
Not Your Average Marketing Book! Great stuff.,
By Robert Vohotek (New Jersey) - See all my reviews
This review is from: Experience the Message: How Experiential Marketing Is Changing the Brand World (Hardcover)
I bought this book after seeing author Max Lenderman on TV talking about selling toilet paper to hipster rock fans and I'm glad I did... I got so many good ideas from this book and I have been using it to help think of new strategies for my own business. I went to see Max speak at a bookstore recently and he is actually a very nice, down to earth young guy with a great future... there are so many bad marketing books out there, but this one was right on the money and fun to read.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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roach marketing, experiential marketers, experiential marketing campaign, buzz agents, inauthentic marketing, brand evangelists, experiential campaign, citizen marketing, buzz marketers, brand ambassadors, customer experience management, flash mobs, spread buzz, traditional marketers, buzz marketing, consumer engagement, staging experiences, experience with the brand, guerrilla marketers, event marketing, guerrilla marketing, smart mobs, brand experience, gaming experience, cinema advertising Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Camp Jeep, Super Bowl, United States, Advertising Age, American Apparel, North America, Media Post, General Motors, Gran Turismo, Marketing Magazine, San Francisco, The Cluetrain Manifesto, Allied Domecq, Brand Experience Lab, Fast Company, Howard Rheingold, American Girl, Business Week, Los Angeles, Perseus Books Group, Samsung Experience, America's Army, Big Fat, Central Park New!
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
roach marketing, experiential marketers, experiential marketing campaign, buzz agents, inauthentic marketing, brand evangelists, experiential campaign, citizen marketing, buzz marketers, brand ambassadors, customer experience management, flash mobs, spread buzz, traditional marketers, buzz marketing, consumer engagement, staging experiences, experience with the brand, guerrilla marketers, event marketing, guerrilla marketing, smart mobs, brand experience, gaming experience, cinema advertising Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Camp Jeep, Super Bowl, United States, Advertising Age, American Apparel, North America, Media Post, General Motors, Gran Turismo, Marketing Magazine, San Francisco, The Cluetrain Manifesto, Allied Domecq, Brand Experience Lab, Fast Company, Howard Rheingold, American Girl, Business Week, Los Angeles, Perseus Books Group, Samsung Experience, America's Army, Big Fat, Central Park New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 19
books:
See all 19 books this book cites
- No Logo: No Space, No Choice, No Jobs by Naomi Klein on 4 pages
- Smart Mobs: The Next Social Revolution by Howard Rheingold on page 125, page 236, and page 264
- The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell on page 40, and page 70
- The Support Economy: Why Corporations Are Failing Individuals and the Next Episode of Capitalism by Shoshana Zuboff on page 53, and page 55
- Purple Cow: Transform Your Business by Being Remarkable by Seth Godin on page 29, and page 96
See all 19 books this book cites
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