Experience the Message: How
Experiential Marketing is Changing the Brand World with Max
Lenderman
More and more,
businesses-large and small-are learning to re-connect with
their customers through creating new and exciting experiences.
A new way of marketing, Experiential Marketing, is now driving
strategies and tactics for brands and products in an
increasingly cluttered and fragmented marketplace. Max
Lenderman will offer insight to new experiential marketing
tactics for doing business in the Experience Economy.
How does Apple use
its store Geniuses to connect one-on-one with customers and
drive sales? How does Ritz-Carlton train its employees to take
Customer Relationship Management to the next level? How do
software shops train their employees to become their
ambassadors? How does Jeep or Toyota activate their products at the grassroots level to
drive buzz and purchase? How does Converse allow its consumers
to co-create their marketing campaigns and become the
company's evangelists? How are upstart banks like Wachovia and
Commerce Bank redefining the customer experience to provide
benefits other than free checking?
Audience members will
definitively know what experiential marketing is and what it
is not, and how they can apply it to their own
businesses.
MAX LENDERMAN
In an age when individuals are exposed to
roughly four thousand marketing messages a day, consumers want
more than mass-media clutter targeting their eyeballs. They
want respect, recognition, and dialogue, and the best way to
give it to them is through experiences that are personally
relevant, memorable, and meaningful. Enter Max Lenderman,
author of the influential book Experience the Message: How
Experiential Marketing is Changing the Brand
World.
Lenderman is the Creative Director at GMR
Marketing LLC, the largest "live" marketing company in North
America. He has led successful guerrilla team forays for Tommy
Hilfiger, Procter & Gamble, Unilever, Absolute,
DaimlerChrysler, and Virgin Mobile. He previously founded and
ran Gearwerx Experiential Marketing, one of North America's
premiere experiential marketing agencies. He wrote a column in
Strategy Magazine called "Notes from the Underground,"
and is a sought-after public speaker on the subjects of
guerrilla marketing, experiential marketing and youth
marketing strategies. He has appeared in The Financial
Post, The Globe and Mail, Canada's national
newspaper, and Profit Magazine.
David Wolfe, the
acclaimed expert on consumer behaviour, calls Experience
the Message "a substantive contribution to marketing
literature. Marketing Magazine says it "will prove to
be seminal in our understanding of how the world of marketing
is radically changing and how to successfully make that
transition." Lenderman is a founding board member of the
International Experiential Marketing Association (IXMA) and an
associate of the Sales and Marketing Executives
International.
