If you ask 5 different people to define experiential marketing, you’ll probably end up with 5 different answers (moreover, if you’re talking to the right people, all 5 answers will probably be on-target in one way or another). Here’s a great piece by Erik Hauser from 2007 that comments on the “fluidity” of experiential marketing:
Given the wide range of views on what experiential marketing encompasses, it follows that literature on the subject abounds. Since many of these books rival college textbook prices, we thought we’d start a reading list challenge to lay down the definitive word on which titles are worth your time and money, and which ones are not.
We haven’t had time to read all of these experiential marketing books, so we turned to user reviews on Amazon.com and BarnesAndNoble.com to help sort through the mayhem. We’ll ignore the reviews that read like the publisher wrote them for the back cover of the book, and focus on the brave souls who threw down their hard earned cash to discover if a book was a sleeper or a gem of marketing wisdom. The verdict will be a thumbs up, thumbs down, or when we can’t tell yet, thumbs sideways.
If you’ve read any of these books and have thoughts to share, please add your comments! If you add something particularly insightful, we’ll update the post with your thoughts and provide a link back to your site. Are you ready?
1. Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate (1999),by Bernd Schmitt
The consensus on this book is that it treats old news (moving beyond features and benefits, marketing to consumer emotions, etc…) like it’s a revolution. Probably nothing you don’t already know.
2. Experiential Marketing: A Practical Guide to Interactive Brand Experiences (2009) by Shaz Smilansky
One 5-star positive review does not inspire supreme confidence but there’s no reason to believe there isn’t something worthwhile here. Jury’s out.
3. Experience the Message: How Experiential Marketing Is Changing the Brand World (2006) by Max Lenderman
Generally favorable reviews with a few thoughtful critiques. Lenderman hits the right notes with his analysis of the experience economy.
4. The Experience Economy: Work Is Theater & Every Business a Stage (1999) by B. Joseph Pine
This one seems to have withstood the test of time. However, it reads like a textbook (because it is one).
5. Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers (2003) by Bernd H. Schmitt
Schmitt’s follow up to the 1999 release mentioned above received more positive feedback, but he still got knocked for his somewhat academic approach.
6. Managing the Customer Experience: Turning Customers Into Advocates (2002) by Shaun Smith
Positive reviews abound, but it sounds like a new edition is needed to take into account changes in mobile connectivity and the social web.
7. Critical Thinking in Consumer Behavior: Cases and Experiential Exercises (2009) by Judy Graham
No reviews to go on here. Have you read it?
8. Let Them Eat Cake: Marketing Luxury to the Masses – As well as the Classes (2005) by Pamela N. Danziger
According to one reviewer, the book lacks the why and how of marketing to the masses versus particular classes. Another reviewer thought it sounded an awful lot like this book, Trading Up: Why Consumers Want New Luxury Goods and How Companies Create Them by Michael J. Silverstein.
9. Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority (2003) by David B. Wolfe
Loads of favorable reviews. However, I’m curious what Wolfe would have to say on marketing to the new customer majority in today’s economic climate.
10. There’s No Business That’s Not Show Business: Marketing in an Experience Culture (2003) by Bernd H. Schmitt, David L. Rogers, and Karen Vrotsos
Seems to be targeting those interested in learning about what it’s like to work with major brands and (relatively) large budgets, not those who already work with well-known brands.
11. Events Design and Experience (Events Management) (2007) by Graham Berridg
A different look at events than what you might find in the other books listed here. The focus is on design elements.
12. Brandscapes: Architecture in the Experience Economy (2007) by Anna Klingmann
Another look at design in the experience economy. This one scales it up to the architecture of buildings and environments. Kudos to Klingmann for the portmanteau title too!
13. Place Branding: Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced (2009) by Robert Govers, et al.
While not directly applicable to experiential marketing, there are lessons here for any brand manager.
14. Trillion-Dollars Moms : Marketing to a New Generation of Mothers (2005) by Maria Bailey, Bonnie Ulman
Like Wolfe’s breakdown of the new customer majority, this title focuses on marketing to a specific demographic. Anonymous reviews don’t cut it though.
15. Brand Enigma : Decoding the Secrets of Your Brand (2009) by Duncan Bruce, David Harvey
A how-to guide for placing your brand at the center of your business… no reviews yet. Have you read it?
16. Life after the 30-Second Spot : Energize Your Brand with a Bold Mix of Alternatives to Traditional Advertising (2005) by Joseph Jaffe
Worth a look. Jaffe makes the case for mixing up your ad budget with new media. Another title where an updated edition might be needed.
17. Greentailing and Other Revolutions in Retail : Hot Ideas That Are Grabbing Customer’s Attention and Raising Profits (2008) by Neil Stern, Willard Ander
Interesting premise. No reviews though. Have you read it?
18. New PR : An Insider’s Guide to Changing the Face of Public Relations (2007) by Phil Hall
Looks at the role of experiential marketing strategies in public relations. No reviews yet. Have you read it?
19. Before the Brand : Creating the Unique DNA of an Enduring Brand Identity (2002) by Alycia Perry, David Wisnom, David Wisnom III
With this title, the emphasis is on brand identity. We’ll need to read it or hear your thoughts on it before we make up our minds though.
This post was written by...
Donna Meier – who has written 5 posts on Javelin Experiential.
Sr. Partner: fitness junkie | boot aficionado | sherpa of nightlife marketing
