Not Your Average Marketing Book! Great stuff.

books:


	• Experience the Message: How Experiential Marketing Is Changing the Brand World Max Lenderman Basic Books, 2006 - 336 pages average customer review:based on 3 reviews view larger image
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A Good Read

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.

Some good points, too repetitive

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.

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Not Your Average Marketing Book! Great stuff.

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.

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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