Kerry Smith – författare

The most researched, documented, and comprehensive manifesto on experiential marketing.

As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences.

Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open  the next chapter of marketing. . . as experiential brands.

Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes.

You’ll learn:

Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

The most researched, documented, and comprehensive manifesto on experiential marketing.

As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences.

Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach—including Coca-Cola, Nike, Microsoft, American Express and others—open  the next chapter of marketing. . . as experiential brands.

Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes.

You’ll learn:

Marketers still torn between outdated marketing models and the need to reinvent how they market in today’s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands.

Japan is a place where powerful earthquakes have occurred more frequently and have caused more harm in the modern era than they have in all but a handful of other locations on the planet. In the twentieth century alone, earthquake disasters in Japan took almost as many lives as they had in all of the country’s recorded history up to that point. Predicting Disasters is the first English-language book to explore how scientists convinced policy makers and the public in postwar Japan that catastrophic earthquakes were coming, and the first to show why earthquake prediction has played such a central role in Japan’s efforts to prepare for a dangerous future ever since.Kerry Smith shows how, in the twentieth century, scientists struggled to make large-scale earthquake disasters legible to the public and to policy makers as significant threats to Japan’s future and as phenomena that could be anticipated and prepared for. Smith also explains why understanding those struggles matters. Disasters, Smith contends, belong alongside more familiar topics of analysis in modern Japanese history—such as economic growth and its impacts, political crises and popular protest, and even the legacies of the war—for the work they do in helping us better understand how the past has influenced beliefs about Japan’s possible futures, and how beliefs about the future shape the present.Predicting Disasters makes relevant elements of Japan’s past more accessible to readers interested in the histories of disaster and scientific communities, as well as to those who want to gain a better understanding of the risk and uncertainty surrounding natural phenomena.