Say goodbye to "business as usual"--to succeed today you need show business!
How do you market in today's "experience culture"--as conventional advertising grows increasingly ineffective, and customers grow increasingly independent? Companies and brands from Altoids to Volkswagen have discovered the answer: bring show business into your business!
There's No Business That's Not Show Business demonstrates how to use "show biz" techniques to cut through the clutter, engage your customers personally, differentiate your product or brand--and create real, long--term value.
These techniques can be adapted for any product, service, or market--consumer or B2B. You'll learn how to clearly identify strategic objectives and expected outcomes; target your high--value customers; ensure that "show biz" marketing promotes your core brand message; extend your impact via PR and CRM; and, above all, achieve quantifiable results.
Customers today are more independent than ever, and advertising less effective and more costly every day. There's No Business that's Not Show Business shows how smart companies can use creativity, humour, and play to reach out and engage customers through a new kind of experience. This book provides winning case studies and "show business" techniques that can be used to dazzle customers, launch products, build brands, generate buzz, and build great customer relationships. From road shows to street evangelism to multimedia theatre and beyond, it offers a new generation of marketing that can work for every customer in every industry. Most of all, it offers tools to link your "show business" to your brand, to core strategic goals, and to measurable results. Your business can be in show business too--and to reach customers today, it must!
There's No Business That's Not Show Business: Marketing in an Experience Culture| Bernd H. Schmitt (Author), David L. Rogers (Author), Karen L. Vrotsos (Author)| FT Press
Table of Contents
Introduction: All Business Is Show Business
Part I. Types of Shows
Chapter 1. Live Shows
Chapter 2. Immersionary Show Spaces
Chapter 3. Shows for Invented (and Reinvented) Media
Chapter 4. Buzz, Evangelistas, and Customer Shows
Chapter 5. Integrating Different Types of Shows
Part II. How to Make Show Business a Business Success
Chapter 6. Eight Steps to Keeping Your Show On-Brand
Chapter 7. Creating Relationships Through Show Business
Chapter 8. Extending the Impact of Your Show
Chapter 9. Measurement, Budgets, and ROI
Part III. The Show Business Organization
Chapter 10. Internal Shows for Employees and Partners
Chapter 11. How to Run Your Own Show: The Three P's and the IBM Opera
Chapter 12. Persona, Myth, and Ethos in Leadership
Chapter 13. The Show Business Leadership Hall of Fame
Part IV. Show Business in an Experience Culture
Chapter 14. Las Vegas
Chapter 15. The Cooking Business
Chapter 16. The Art Business
Notes
Index
LINK FOR THE BOOK
