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March 22, 2009

Smilansky sets experiential pace with discipline-defining book

A new publication has just been launched clearly defining and explaining the business benefits of experiential marketing.

Written by Shaz Smilansky, the 26-year-old founder and marketing director of experiential agency Blazin Star, the book, entitled Experiential Marketing, has already made waves in both corporate and agency worlds, and arguably presents a clearer picture of the increasingly popular discipline than other celebrated attempts.

Much of what Smilansky writes is backed by engaging case studies, while she cleverly devotes a chapter to experts’ views on experiential marketing, which are far from consistent, revealing the need for a defining text on the subject.

Smilansky presents an experiential marketing campaign not simply as a live experience, but rather as the whole supporting activity that helps to promote, deliver and amplify it. By doing so she draws together marketing into an experiential whole.

She also clearly lays down the history behind the rise in experiential marketing and the need for greater interactivity and engagement with customers in the face of media fragmentation and an audience that will ignore any marketing messages it doesn’t consider relevant.

Comments on the book range from: “An absolutely sound and fundamental description of how to do it and why,” from Vicky Slater, strategic group head and associate director at advertising dinosaur MediaCom, now extolling the values of experiential, to: “Shaz Smilansky clearly has a real understanding of experiential marketing, based on practical, applied knowledge from delivering impactful experiential campaigns,” from Mike Atkinson, head of commercial insight at Adnams plc, one of the branding success stories of the alcoholic drinks industry.

It seems experiential marketing’s time has come, and Smilansky appears to be setting the pace both on and off the page.

Experiential Marketing is published by Kogan Page at £22.50.

Look out for exclusive extracts from Experiential Marketing coming soon on EVENTS:review under the OPINION banner.

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