Experiential Marketing, a practical guide to interactive brand experiences
We literally wrote the book.
About the author:
Our CEO and Exec Creative Director, Shirra Smilansky is a recognised industry expert, speaker and educator. She leads the research, creative and planning processes for all client projects. Her new book, 'Experiential Marketing' 2nd edition was recently published by Kogan Page and is available on Amazon and in all major bookstores.
About the book:
The immersive brand experience is revolutionizing brand engagement. Experiential Marketing, second edition, cuts through the jargon with clear practical guidelines on how to magnify marketing strategies to a powerful new level. This book emphasizes that experiential marketing is not just about creating a live event. A unique, immersive experience allows businesses to generate a surge of brand engagement, which is amplified immediately by a niche target of consumers through live content sharing and social media streams.
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"The framework for approaching brainstorming is great.”
Johnny Ng, Burberry
"We were v happy with the end result and I know you all worked extremely hard on it.’’
Ben Etheridge, CHI & Partners
"The experiential activity for our show was deemed a huge success, its an area of marketing that we have not traditionally got involved in but on this occasion, the interactive nature of experiential came into its own and helped communicate our message in a way no other medium could. Electrify were a fantastic partner from start to finish. Initially they helped us to bring the concept of the roadshow to life, and then took control of every stage, from planning and implementation through to post campaign analysis and feedback. I look forward to working with them again in future."
Paul Ridsdale, ITV Entertainment
"Everyone thought the experience stand looked fantastic. We are impressed by the initial results and it was noted internally that we should have done this type of thing a while ago, so great to see it’s finally happened. Great work!"
Eva Chanter, Amazon
"I really enjoyed the workshop on integrated experiential marketing methodology and how to create a 360 campaign following those steps.”
Patricia Perez Alvarez, Miller Brands
"Electrify brought to life the ATL creative for T-Mobile with a brilliantly executed experiential marketing campaign. With an incredibly short timescale, they went above and beyond to deliver on time, finding creative solutions and rising to the challenge. The planning, activation and evaluation stages were all handled with great attention to detail, with the final results exceeding our expectations."
Jeremy Corenbloom, T-Mobile
All looks amazing; stand, models, location. Thank-you!
Reshma Rabadia, Kinetic Worldwide
“Overall, I was delighted with the activity and in particular your project and management skills- I had no stress to the point I felt guilty!"
Paul Greenwood, LoveFilm
Don't just take our word for it...
BETTER CREATIVE METHODOLOGY
A Creative Methodology
The BETTER creative methodology is a journey that takes form as a 3 part workshop or a brainstorm series. The process includes in-depth target audience research, and explores how to forge a deeper emotional connection with your customer through sensory immersion, thus defining your brands multi-sensory 'palette'. The big idea which will sit centrally, is designed to authentically express the brand's personality through a two-way interaction that is participatory, relevant and interactive. The final stages explore how the central concept can be effectively integrated into broader communications and social media for maximum reach, creating a content story, and triggering word of mouth through tailored mechanics.
The creative process covers the following stages:
TWO WAY INTERACTION
Topline Idea Presentation
'IDEA' forms the structure for a simple conceptual deck with 4 components; ILLUSTRATION & INSPIRATION, DETAILS, EVALUATION ESTIMATES, and APPROXIMATE BUDGET. Perfect for exploring an initial conceptual direction, without working out all the finer nuts and bolts.
Activation Planning Framework
SET MESSAGE, our detailed activation system covers an in-depth planning process to include locations, contingency planing and a bespoke evaluation model for your project.
Planning with the SET MESSAGE System covers the following stages:
SITUATION & BACKGROUND
MESSAGE - KEY COMMUNICATION
SELECTED LOCATIONS & BRAND AMBASSADORS
SYSTEMS & MECHANISMS FOR MEASUREMENT
Working with Electrify
Ideas. Planning. Activation.
Working with Electrify is easy.
Whether you have an existing idea you'd like planned and brought to life, or you'd like to go to the creative drawing board, we can support your brands growth through creative experiential marketing campaigns, flawlessly delivered.
We have 3 proprietary agency systems. Our activation planning formats; IDEA and SET MESSAGE, are complemented by an in-depth creative methodology; BETTER.