New Book Explains Why Experiential Marketing is Critical to a Brand’s Success

New Book Explains Why Experiential Marketing is Critical to a Brand's Success

In “Brand Experiences: Building Connections in a Digitally Cluttered World,” Award-Winning Marketer Steve Randazzo Shares How Experiential Marketing Campaigns Have Helped Brands like Disney, the NBA, Campbell’s, Citgo, Dr. Pepper Snapple Group, Tractor Supply Company, and More Build and Maintain Brand Loyalty

Today’s digital world has marketers fighting to break through the noise and sales teams struggling to bring some excitement and energy into their customer meetings. Many marketers today still rely on old status quo tactics that yield little to no ROI because they are doing what their company has always done. They are stuck in a rut, and award-winning marketer Steve Randazzo wants to change that.

“Here’s something to think about,” says Randazzo, President of Pro Motion, an experiential marketing agency based in St. Louis. “Would you rather go to a concert and experience the sounds, smells and connection to the entertainer, or would you rather just see a text or a video about the concert from your friends?  Customers answer that question the same way most people do: they want to experience the concert themselves, not live it through someone else and forget about it tomorrow or even earlier.”

In his debut book, Brand Experiences: Building Connections in a Digitally Cluttered World, Randazzo uses his 30 years of experience to explain why and how — today more than ever — companies need to educate, engage and inspire their target audiences through experiential marketing.

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“Customers are open to being educated if you do it in a fun and memorable way and you are not acting like a snake oil salesperson,” says Randazzo. “When you show up at the right time, in the right place, and when your prospect is open to being engaged by a brand, great things can and do happen. If done correctly, your audience won’t even know they are being marketed to. My hope is that this book will inspire marketers to think outside the box and recognize that experiential campaigns provide the opportunity to build lasting emotional connections like no other marketing strategy today.”

Brand Experiences educates readers on how to gain tangible results while controlling the buyer’s journey with real-life examples and case studies from some of today’s most recognizable household and B2B brands.

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“If you think your current marketing plan is loaded with status quo strategy, read this book to discover how to break out and start driving tangible results,” says Dave Martin, SVP of Sales at Hussmann Corporation. “Results that benefit your customers and your business. I can tell you from experience — it’s powerful and it works!”    

John Heiman, Director of Experiential Marketing at Sprint says, “Most marketing practitioners know that experiential marketing works. Steve Randazzo knows why it works. If you want to understand the psychology that drives successful brand engagement, start by reading Brand Experiences.”

Randazzo will donate $1 per book sold to Big Brothers Big Sisters of Eastern Missouri, an organization that he’s been a part of for over 15 years.

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