The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience - Couverture rigide

Joseph, Jim

Couverture rigide

ISBN 10 : 0814415547 ISBN 13 : 9780814415542

Editeur : Amacom, 2010

Synopsis

The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the 'experience effect', and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples. Whatever the business, whatever the size, "The Experience Effect" will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers.

A propos du livre

Quatrième de couverture

There are literally hundreds, maybe thousands, of strategies you could use to market your products or services. But unless those strategies are seamlessly integrated to create a lasting impression and a deep hold on your customer, your brand will never quite rise above the competition, and your business or service never shine like it should.

Whether it’s online, offline, or at the retail level, The Experience Effect shows you how to link your advertising, packaging, website, messaging, and more to create a memorable and immensely appealing experience for customers. Packed with astute assessments of many of the brands that surround us in daily life—Pottery Barn, The Biggest Loser, Keebler, Marriott, and others—this clear, practical book helps you recognize the immense impact of branding and gives you deceptively simple, highly effective strategies for creating a consistent, compelling, and lasting “experience effect.”

Advance Praise for The Experience Effect

“Jim’s sound advice and helpful tools will help any marketer wrestle with the ever-changing developments in the new economic reality. His approach to marketing based on funda­mentals can be applied to any new challenge that pops up.” — From the Foreword by Kevin Roberts, CEO, Saatchi & Saatchi Worldwide

“I have worked with Jim for years. He was practicing integrated marketing long before anyone was calling it that. The Experience Effect takes his experience and brings integrated marketing to a whole new level.” — Ashley McEvoy, Worldwide President, Johnson & Johnson

“Sharp observations. Perceptive insights. Jim connects the dots to the full brand experience across multiple touchpoints, and leads marketers to understand how best to consistently manage that experience to achieve the brand image and loyalty they desire.” — Sion Boney, former President, Bristol-Myers Products

“Written in a breezy, accessible, down-to-earth style, The Experience Effect is a practical, informative guide to the consumer purchasing process. It’s a must-read for marketers, brand communicators, public relations and advertising practitioners, and students in these fields.” — Mel Ehrlich, Professor of Communications, New York University

“An easy-to-read and entertaining look at the brand experience. Jim uses real-time examples to illustrate easy-to-apply tips for creating a more effective marketing plan.” — Sandy Uridge, Senior Director Consumer Promotion, Kellogg Company

“A rare combination of penetrating insight with common sense.” — Dick Thomas, Founder and CEO, Tris3ct, and former CEO, Arc North America

Biographie de l'auteur

Jim Joseph is an award-winning marketing professional who specializes in building consumer brands. His client experience includes blockbuster brands like Kellogg’s, Kraft, Cadillac, Tylenol, Clean & Clear, and Wal-Mart.

Détails de l'édition

• Éditeur: Amacom
• Date d'édition: 2010
• ISBN 10: 0814415547
• ISBN 13: 9780814415542
• Reliure: Relié
• Langue: anglais
• Nombre de pages: 224