Location
Main Entry - Personal Name
Title Statement Brand lands, hot spots and cool spaces : welcome to the third place and the total marketing experience
Uniform Title Marketing spüren : Willkommen am Dritten Ort. Svenska
Publication, Distribution, etc. (Imprint) Kogan Page, London : 2004
Dewey Decimal Classification Number
SAB Classification Code
Physical Description 221 s., [16] pl.-s. : ill. ; 24 cm
Subject - Topical Term
ISBN 0-7494-4256-5 : 0-7494-4573-4 (pbk)
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^
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To successfully establish an emotional bond with a customer, marketers have to access the mind and heart. Linking the desire for entertainment with emotion and putting the customer in the right mood is the key to attracting sales. In this riveting book we are shown how this is achieved in public spaces all over the world. Known as "Third Places" these are locations, apart from home and work, that we choose to visit.A master of mood management, the author draws on his extensive experience of working with marketers, designers and architects to create pleasurable and memorable sensory experiences. We're given a unique and fascinating insight into how people's emotions are influenced through light, colour, smell, sound and other sensory triggers.
List of figures p. xi List of plates p. xiii About the author p. xv Acknowledgements p. xvii Introduction: Welcome to the Third Place p. 1 Visits to brands and factories p. 35 Brand lands Charging brands through permanent exhibitions p. 37 The place of understanding p. 39 The place of adoration p. 43 The place of desire p. 51 Summary p. 56 Fairs and expos Curiosity and visitor frustration p. 57 The all-in long shot p. 58 Massage of the soul p. 62 Corporate icons p. 65 Summary p. 67 Going out and partying p. 69 City events Partying in the 'community' p. 71 Played-on places p. 72 Spectacles and extravaganzas p. 77 Openings and ceremonies p. 80 Summary p. 82 Urban entertainment centres The new city centres p. 84 Resort-based entertainment centres p. 86 Show-based entertainment centres p. 94 Destination-based entertainment centres p. 99 Summary p. 104 Hip restaurants and bars ... as a sensation p. 106 Restaurants and bars causing a surprise p. 107 The new themed restaurants p. 111 Summary p. 115 Shopping places as high-quality entertainment p. 117 Flagship stores Business cards for retailers p. 119 Sacred stores p. 120 Lifestyle stores p. 126 Megastores p. 129 Summary p. 133 Concept stores The shop as a lifestyle gadget p. 134 Merchandise that is fun p. 135 Stores that are fun p. 136 Summary p. 140 Design malls Shopping centres as architectural experiences p. 141 Design as a recurrent theme p. 141 The sales promenade p. 144 The art of 'little sensations' p. 147 Summary p. 151 Convenience entertainment p. 153 Optimized places The experience when things run smoothly p. 155 Running smoothly p. 155 ... Ever ready p. 160 Summary p. 163 Bricks and clicks Merging real with virtual rooms p. 164 Tele-presence p. 165 Teleportation p. 166 Summary p. 168 Mood management p. 169 Lobbies and lounges In-between places become principal places p. 171 Relaxation p. 173 Excitement p. 179 Summary p. 183 The new hiking--experience attractions Exciting experiences with nature and history p. 185 Summary p. 196 Glossary p. 197 References p. 201 Addresses and Web sites p. 202 Index p. 214