PSFK Launches The Advertising Playbook 2018
PSFK’s Advertising Playbook 2018 provides a practical set of tools for marketers to plan, design and measure brand experiences in a way that maximizes audience impact and drives value for clients
Experiential marketing—a term that encompasses pop-ups, event activations and in-person engagements—is no longer a wildcard component of a larger brand campaign; in many cases, it is the linchpin of an integrated marketing strategy and the point of deepest customer engagement.
Experiential marketing’s past hallmarks of novelty, surprise and 1-3 week activations have been replaced by 3-6 month ongoing experiences that involve social reach and, increasingly, data collection—meaning that advertisers can no longer ‘do it for the ’gram,’ but must adopt a more mature, measurable and scalable approach to experience planning.
PSFK’s Advertising Playbook 2018 provides a practical set of tools for marketers to plan, design and measure brand experiences in a way that maximizes audience impact and drives value for clients. This playbook is designed to be used as an in-the-moment planning tool, offering straightforward consumer insights, industry maps, activation guidelines, technology recommendations and KPI breakdowns supported by PSFK’s trends-led industry research and expert survey of 375+ marketing professionals.
In the 60+ page report readers will find:
- Actionable templates to guide experience planning, activation and analysis
- Analyses of 45+ best-in-class experiential examples from the industry’s most innovative brands
- A breakdown of 2018 industry and audience shifts
- New consumer insights and KPIs to help shift experiential strategy
- Expert perspectives and data, collected from 375+ advertising executives in PSFK’s 2018 Advertising Survey
PSFK’s CXI 2018 conference brings to life key trends in customer experience through talks and activations by pioneers at well known and new companies.
Steven Dean is a designer, educator and entrepreneur focused on consumer health and wellness innovation. At his design consultancy, G51 Studio, he is involved in a broad range of projects that span business strategy, interaction and experience design, service design, and brand experience. He has designed and developed integrated user experiences for health and wellness platforms including mobile devices, networked applications and websites.
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